Rap is the most streamed genre of music in the world. With the rise of digital media streaming services like Spotify, Tidal, Deezer, Apple Music, etc it has now become easier for the fans of this genre to listen to their favourite artists. SeinHQ helps me delve deep into the rise of modern day rap and how digital media has influenced its growth.
10 years ago, an African American inner city youth may have only had enough money to purchase one album per month – if that. He may have recieved $10 from his mother as pocket money and that would have to last him for the month. But the problem was that there was more than one album that he wanted to listen to and with each album costing him $10 how could he listen to all the rappers that he wanted head nod to? Now, things have changed. That $10 will get you a month’s worth of unlimited music that does not stop delivering.
This new generation of mumble rap artists are producing content on a level of close to a song a week, feeding their audience with content. The rise of digital media has been there to help do that. Their music has become more accessible than ever before. We are now able to quantify digital streams and measure just how popular rap has become. Hip hop listening increased by 74% in 2017, this is due to the rate of which artists are delivering music. They are also helped by the promotion of famed social media accounts like World Star which itself boasts around 14 million followers.
There is a culture in which the audience is brought into the lives of these artists, with Instagram being a leader for these musical stars to portray their lifestyle and music behind the scenes like never before. This creates a fan following that only continues to rise.