Hip-Hop is Not Dead

“Hip-hop is dead” is a line you’ll often hear from old heads who can’t get over the Golden Age, as well as casual listeners who get their rap exclusively from generic playlists or social media pages. But, as always, that couldn’t be further from the truth. Hip-hop isn't dead; it’s doing what it always has: reflecting the world we live in.

Hip-hop is going through the same thing that other music genres are experiencing right now. As a whole, music is in a bit of a down period, and a multitude of factors contribute to this.

We, the consumers, are currently living through a nostalgia boom. In July, Variety published an article by Cynthia Littleton titled “Gen Z Leans Hard into Nostalgia to Spur Music and Content Discovery: Study.” Littleton discusses a study commissioned by Vevo, the music video platform that has provided us with some of our favorite music videos. Sony Music and Universal Music Group (UMG) also own Vevo.

The study surveyed 1,800 people across the U.S., U.K., and Australia, spanning multiple generations. Littleton quotes the study as stating, “These digitally native consumers yearn for collective, shared experiences that existed before content was available immediately on demand.” When participants were asked, “What feels most nostalgic to you?” music ranked first, with 88% of the votes.

Personally, I think this nostalgia kick stems from the internet's development and the widespread use of social media. I know, I know, I sound like a grandpa, but hear me out. With the rise and mass adoption of social media, we’re constantly exposed to an overwhelming amount of content, and music is one of its biggest components. This constant stream can lead to decision fatigue, pushing audiences toward what feels familiar instead of encouraging them to explore something new.

The demand for new music seems to be practically nonexistent. Social media platforms, record labels, and corporations understand that mainstream audiences often rely on algorithms to curate their listening experiences rather than actively seeking out and discovering new artists. With that in mind, record labels' goal shifts from finding raw talent and developing artists to finding the most marketable personality to push the next product.

Now that companies are pouring money into labels like never before, the metrics for success have changed. Music has become an accessory to the artist’s overall image, while the artist themselves becomes little more than a ghost designer behind the product. Meanwhile, the label takes the credit. And we, the consumers, just sit back and watch.