Music is changing at a rapid pace. Every year there is a hot new artist or trend. Hip hop’s success in the mainstream means that it is no stranger to these shifts. The genre’s success also means that it is incredibly influential on the music world as a whole.
Rap music has been at the forefront of the musical industry for over two decades. That is most evident in the online sphere. Digital technology and entertainment are taking over the world. Hip hop plays a big role in how the trends shaping the digital landscape are developing. Of course, the reverse is just as true.
Art and technology are mingling more than ever. The digital era of music is upon us. It is largely shaped by the influence of rap and hip hop. In this article, we would like to explore that influence and talk about some of the ways in which the genre has shaped the trends that we see in digital entertainment today.
Hip Hop and Digital Marketing
Music and marketing have always had an incredible relationship. Think of how many Coca Cola or car commercials use the iconic punk rock anthem “Blitzkrieg Bop” by the Ramones. Online businesses have learned a lot from their predecessors. They understand that music has the power to move people. But, it also has the power to make them excited for a new product. Is it a coincidence then, that hip hop is one of the most prominent genres that online businesses use to sell their products?
One camp would argue that it is. Hip hop is currently “in.” It is the most popular music style, with artists featuring in most of the top charting hits. Can we then blame an online casino for featuring some hot new rap songs as background music for their popular slot games? Is it shocking that online entrepreneurs are doing their best to secure sponsorship deals with famous rappers who shaped the current industry and are products of it?
There is also the other camp that argues hip hop is unique among music genres. The style and lyrical content that hip hop is known for suit the modern audience well. People who are most likely to use digital entertainment and shop online are younger folks. Those who have a rebellious outlook on life. The self-made attitude of hip hop, combined with a DIY ethos is perfectly suited to attract Millennials or members of Gen Z.
Hip Hop and Streaming
Digital entertainment is inseparable from streaming. Netflix has truly brought about a revolution in entertainment consumption. Though most people associate streaming with film and television, the music industry is no stranger to this new phenomenon. Apple Music and Spotify are two of the biggest streaming markets today. Both of these platforms are hugely influenced by hip hop and rap culture.
Spotify is most people’s go-to music streaming service. A quick look at the most popular artists on the platform reveals just how much of an influence hip hop truly has had in building up the platform. Drake was the top most-streamed artist on Spotify in the 2010s. Hits like “Hotline Bling” and “Miss Me” still get heavy rotation on the platform, even a decade after their release.
Eminem’s success is also huge for the website. The top-selling rapper of all time also happens to be one of the top three most-streamed Spotify stars. Eminem’s singles get a lot of playtime. However, he is also pretty successful in terms of album numbers. Many of his most recent albums are some of the most streamed in the platform’s history.
Hip Hop and the Underground
Hip hop and rap are popular. There is no denying that fact. However, popularity is not a measure of greatness. Many of the most-respected rappers are not the most popular. Popularity certainly does not detract from greatness. Kendrick Lamar is both successful and respected and even won a Pulitzer Prize for his work. But, there is an entire sub-culture of underground hip hop that is deeply influential on culture, and music in general.
Cloud rap is an excellent example. The genre is named after the streaming platform SoundCloud, where most of these artists originated. Characterized by a hazy and dreamlike sound, Cloud rap is known for its underground, web-based origins. Though it may have started in the underground, Cloud rap had an incredible influence on the mainstream. Jaden Smith openly spoke about his love of the sound, and has incorporated the style in his own music. Post Malone is another supporter of the style. The internet influencer-turned-rapper is among the most popular hip hop musicians today, and his passion for the genre greatly contributed to its success.
Nerdcore is another notorious example of a hip hop genre that began as an underground staple. The name is silly, yet oddly fitting. Nerdcore rap is a fast-paced and upbeat genre. However, its most well-known characteristic is the lyrical content. Nerdcore’s main lyrical concerns lie in anime, comic books, film, and other “nerdy” aspects of popular culture. Though one would not call him a nerdcore artist, it is hard to deny MF Doom’s influence on the genre. Particularly notable is the album “MF…FOOD.” Additionally, Chris Rivers’ album “Delorean,” while not a nerdcore album, does reference some pretty iconic “nerdy” films, like Back to the Future.
A Reciprocal Relationship
As much as hip hop has influenced digital entertainment, the online landscape has been just as kind back. It is hard to say if hip hop would have gotten the success and status that it does today if it weren’t for early 2000s music forums. Back then people could talk unrestrained about their favorite styles of music. Many of the participants in these forums discussed their favorite rap and hip hop albums, both successful and underground.
The aforementioned MF Doom greatly benefitted from his involvement with online communities. Many popular hip hop artists today took inspiration from his hands-on approach to social media. Indeed, even old-school heroes like Snoop Dogg are known to chat fans and make appearances on popular internet-based shows.