Rap Isn't Dying; Mainstream Music Is
In a recent and attention-grabbing social media post, Juicy J, the iconic rapper who rose to fame in the early 2000s, has urgently called for immediate action within the rap industry. In a video that has since circulated across multiple social media platforms, he made a significant observation, stating, “I know a lot of people don’t want to hear this, but I’m being real. Rap music is down 40 percent this year.” Juicy J’s statement has sparked widespread discussion and debate, raising a pressing question: is rap music dying?
No, rap music is not dying, but the genre is changing whether you like it or not. The significance of Juicy J’s statement extends beyond his status as a prominent figure in the rap world; it underscores an ongoing and complex transformation within the music industry.
So why are rap sales down? Looking at the charts, the first number-one single in the rap genre for this year was “Paint the Town Red” by Doja Cat, which only reached the top spot in September. Additionally, the number one album in the genre this year debuted in July, which was Lil Uzi Vert’s Pink Tape. While rap sales have not decreased by 40%, it has seen around a 2% drop from 26% to 27.8% of all music sales. Billboard theorized that this decrease could be because there have not been any major releases in rap this year. Megan Thee Stallion, a constant chart-topper, revealed earlier in the year that she would take a much-needed break. Other hit artists in the genre, like Ye (Kanye West), Kendrick Lamar, and Tyler, The Creator, are not currently releasing or have already released albums in the last year.
The decline in rap sales could be attributed to the growing popularity of other music genres, such as Afro beats and Latin music, which now account for 6.68% of overall sales compared to last year’s 6.17%. Even country music is now a significant competitor, with sales rising to 8.26% this year compared to 7.72% in the previous year.
The music industry has undergone rapid and dramatic shifts over the past few years. The advent of digital platforms, streaming services, and social media has revolutionized the way music is consumed, produced, and promoted. This digital landscape has opened the doors for countless artists, enabling them to reach global audiences without the need for traditional record labels. The “TikTok Effect” is a term coined to describe the phenomenon of songs becoming instant hits after gaining popularity on the platform. “Say So” by Doja Cat was the artist’s first big hit, and it was popularized through TikTok, even having a viral dance.
In the pre-streaming era, the music industry relied heavily on physical sales of CDs and vinyl records as their primary revenue stream. However, the rise of streaming platforms such as Spotify and Apple Music has caused a significant decline in traditional music sales. This shift can be attributed to consumers’ preference for the convenience of digital access to vast music libraries over owning physical copies.
Streaming services have revolutionized the way people discover and enjoy music, making it more accessible and effortless than ever before. As a result, streaming data has become a crucial factor in determining a song’s popularity, with metrics like “streams” and “stream equivalents” used to measure its success. This trend has also impacted the rap music genre, which has experienced a decline in streaming popularity this year, leading to a decrease in sales.
While this democratization of music has brought forth immense talent and diversity, it has also resulted in an oversaturated market, where breaking through and achieving success has become increasingly challenging. This means rap music isn’t dying, but mainstream rap is.
People are no longer interested in the gimmicks and redundant lyrics in many of today’s rap songs. The themes and content within rap music have evolved over the years. Early 2000s rap was known for its raw, unfiltered storytelling, often delving into socio-economic issues, personal experiences, and the struggles of marginalized communities. In contrast, contemporary rap has shifted towards a more commercial and pop-influenced sound. While this evolution has brought new audiences and commercial success, it has also sparked debates about the authenticity and depth of the genre.
Popular rap artists aren’t afraid to venture into different sounds because they know they will chart one way or another. Take Drake’s recent albums, For All the Dogs and Her Loss. Both albums have delved into house music, a genre resurgent in the mainstream characterized by slower tempos and an upbeat rhythm. Her Loss debuted at No.1 on Billboard’s Album chart last November. Kendrick Lamar’s latest album, Mr. Morale & The Big Steppers, also debuted at No.1, and he was not afraid to venture into different sounds. Similarly to his previous album, DAMN, he works with beats and incorporates genres like pop, jazz, and r&b. Their albums are not the traditional rap we know from the ’90s and early 2000s, but they differ from the music we’ve heard in the last five years.
So, thankfully, rap is not dying but instead evolving to adapt to the dynamic landscape of the music industry and changing audience preferences. Although mainstream rap may be experiencing a slowdown, it is important to recognize that this evolution is part of a broader transformation within the music industry, driven by digital platforms and shifting consumer habits. The music industry continuously adapts to these changes, and rap music remains a vital and influential part of this evolving landscape.
Strike Out,
Morgann Rhule
Boca Raton
Morgann (yes with 2 n’s) is the Web Director and a content writer for Strike Magazine. Her best friends describe her as a shopaholic bookworm who gives the best advice. Born in Jamaica, she wears it proudly with a beaded red, green, and gold necklace she never takes off. You can reach her on insta @morgannrhule or email morgannrhule@gmail.com
