Since the 1980s, hip-hop has wielded its dominance over the music industry and spurred many trends within popular culture. Born in 1973 through the groundbreaking efforts of visionaries like DJ Kool Herc and Grandmaster Flash, this genre has stood the test of time. 50 years later, the world is celebrating the milestone anniversary of the music genre while reflecting on how far it has come. What started as a simple manipulation of DJ turntables has evolved into an international, chart-topping phenomenon.
The genre of hip-hop has garnered a lot of respect and honor since 1973, so much so that 2023 has been dedicated to celebrating 50 years of hip-hop. Interesting enough, it took over six months for hip-hop to top the music charts this year. While every music genre has evolved since its beginnings, music listeners are questioning if hip-hop has fallen too far from its origins.
It begs the question… is hip-hop falling off?
Hip-Hop in 2022 to 2023
At the beginning of 2023, there were several releases by hip-hop artists. NBA YoungBoy, Young Nudy, Jack Harlow, and Ice Spice released albums and EPs, but none of them were able to achieve the #1 spot on the Billboard 200. Luckily, Lil Uzi Vert was able to break the curse when they released their third studio album, “Pink Tape,” on July 15. The Billboard Hot 100 has also been suffering from a lack of hip-hop until a recent comeback when Big Latto was featured on “Seven” by K-Pop artist Jung Kook.
Compared to 2022, hip-hop has experienced a decline in its prominence. Last June, albums like “DS4Ever” (Gunna), “Call Me If You Get Lost” (Tyler the Creator), and “Mr. Morale and the Big Steppers” (Kendrick Lamar) successfully secured the #1 spot on the Billboard 200 chart. Notably, the Billboard Hot 100 also featured tracks from Jack Harlow, Future, and Drake. Billboard attributes this difference to changes in market share. According to the publication, hip-hop accounted for 28% of the music market in 2022, while in 2023, it represented 26%.
Hip Hop is the New Viral Sensation
Although the genre has gone down 2% in the music market, there are still plenty of hip-hop releases. Rappers Saweetie and Coi Leray both released albums this year but were significantly undersold. Saweetie sold 2,000 album units in the first week, while Coi Leray sold 10,000. Music and hip-hop fans had much to say on the topic, generating a discussion on new hip-hop artists.
Meanwhile, it’s not just fans who are raising questions about these underwhelming releases. Music producer HitMaka took to Twitter to discuss his thoughts on why Saweetie’s album underperformed. He stated that Saweetie only selling 2,000 copies reflects “bad A&R vibes.” He goes on to say that someone should have advised her that the album was not worthy of release and emphasized that she has the ability to make good music and should stick with the same formula.
But… What is the formula?
The rise of social media, particularly TikTok, has shown that there are more ways than one to enter the music industry. Social media platforms have the ability to take a song and make it a hit with video content, reposts, and trends. However, many wonder if the prevalence of social media compromises the music’s overall quality.
Artists like Saweetie and Coi Leray have experienced extreme success on TikTok. That success was transferred over to the Billboard Hot 100, showing promise for both of their careers. Unfortunately, that success has not been fully realized in their album sales. TikTok and other social media platforms present an intriguing phenomenon as only one portion of the song needs to be catchy or “viral”. Viralability is a great strategy to introduce listeners to your music. However, to experience long-term success, fans want to know that the talent is real.
One Sample Too Many
Sampling music has been a longstanding tradition among Black music artists. Those unfamiliar with the history of using samples have questioned the practice. In 2022, music artist The Dream provided us with a quick history lesson in response to songwriter Diane Warren’s questions about samples. The Dream explained in a tweet that the practice originated when Black music artists could not afford to purchase beats and/or equipment.
While sampling music has gone from a necessity to a trend, some critics blame the practice on a new crop of lazy music artists, particularly in hip-hop. Most recently, NLE Choppa released a song in which he sampled Nelly’s 2002 hit, “Hot in Herre.” The response to the song has been mostly negative. Not only do listeners feel that NLE Choppa was lazy to use the song and recreate the same flow, but the song was also poorly executed. It seems as though NLE Choppa expected the success of the song sampled to carry his rendition into success.
The heavy use of sampling can be one explanation for the state that hip-hop is in today. It shows that creativity is lacking in music production and the art of songwriting and lyricism. Without creativity and innovation, hip-hop would not exist, and their absence could undermine the essence of the genre that fans hold dear.
Tour and Performance Cancellations
Women in hip-hop have been raising the bar for their performances. Artists like Big Latto, Megan Thee Stallion, and Cardi B have incorporated stage design and dance into their performances. Coupled with their large stage presence, fans have been selling out their shows and festival spots.
On the other hand, male hip-hop artists haven’t been receiving the same positive reception. Lil Baby, Future, and Gunna have all been criticized for their lack of stage presence and rather lackluster performances. Recently, Lil Baby had to cancel several dates on his tour with no explanation. Fans speculate that it may be because of low ticket sales. Shortly after, Teyana Taylor announced that she would be working with the rapper and his team in order to improve the set for the upcoming tour.
While hip-hop focuses on lyricism and music production, performance is important to keep fans interested. This may show a lack of artist development once signed to record labels. Artist development is responsible for taking people who make music and turning them into well-rounded artists. It goes beyond making music and helps the artist connect with their audiences.
Where Does Hip-Hop Go From Here?
During the 2023 BET Awards, rapper Bow Wow, made it clear he doesn’t approve of the current state of hip-hop. He stated, “People are putting out trash-a*s music. Everything sounds alike; everything’s repetitive; same tempo; ain’t nobody doing anything different.” But he also thinks hip-hop still has a chance to redeem itself. He continued, “It wasn’t like that [in the past]… And now we’re finally getting to a point to where I feel like now it’s about to shift back into the real sh*t.”
While Hip-hop is nowhere near the trenches, the artists that occupy the genre have work to do in order to make 2024 a more successful year. This year is not quite over, and more music is on the horizon that may surprise us. Over the past five decades, hip-hop has inspired, healed, and narrated stories that are important to Black and popular culture. The hope is to see another 50 years of impactful contributions from hip-hop.
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