So, maybe hip-hop is dying? Currently, among the four major streaming media platforms: Spotify, Apple Music, Amazon Music and YouTube Music, Apple Music is the only platform with hip-hop/rap as the top genre. On the remaining three platforms, pop music is the first genre, in line with the leading music genres globally. Although hip-hop will remain one of the most popular music genres in the United States in 2024, In the third quarter of 2023, country and pop tied for the top 10 singles on the Billboard Hot 100 chart. Hip-hop’s influence and popularity waned as the rise of pop, Latin, and Afrobeat music replaced the hip-hop genre while country music continued to receive critical acclaim.
Now, as I explained in my previous article, hip-hop’s decline is extremely complex. One element missing from hip-hop, however, is generational stardom. In the 2000s, Jay-Z, Eminem, 50 Cent, and others were all recognized as dominant artists, not just in hip-hop, but in mainstream music as a whole. They are superstars. In the 2010s, Drake, Kendrick Lamar and J. Cole replaced their predecessors as “big 3“ Hip-hop music, leading record sales, fan popularity and influence on the genre. However, since entering the 2020s, many fans, experts and hip-hop media believe that the “Big Three” have passed their 35th birthday and have passed their prime.
So, who will carry the torch? Well, there’s no clear candidate yet. Previously considered a backup to Drake and J. Cole, lil baby Has tremendous potential to capitalize on his talent and work ethic. However, his recent projects, singles, and social media posts indicate a decline in the technical and thematic abilities that earned him fame. Likewise, Roddy Ricch burst onto the mainstream hip-hop scene in 2019, known for his energetic melodic raps and clever lyricism, but he has disappointed fans with a succession of substandard albums. Unfortunately, both artists, along with other up-and-coming rappers, were unable to solidify themselves as hip-hop superstars.
Previously, hip-hop fans had a few recognized figures that fans could reliably look up to as “the best.” Just as it takes pillars to hold up a building, it takes superstars to hold up a genre. Although 50 Cent, Jay-Z, and Kanye West were genre-defining artists before, their projects actually defined the hip-hop genre — I believe there is no artist whose music today defines the genre. Today, hip-hop superstars are no more.
I believe this is where country music begins to win – There are superstars on the rise. For example, Chris Stapleton, Luke Combs, and Morgan Wallen have developed into well-known stars in the genre. Although the genre has yet to consistently surpass hip-hop/rap in terms of top streaming genres and Billboard chart tracks, Country music fans can firmly identify with the work of superstar artists whose artwork continues to represent, define and popularize the country music genre.
