A hip-hop fan’s average annual music spend exceeds the typical U.S. In fact, 46% of hip-hop fans have found new music on the radio.įans also enjoy in-person experiences.
While YouTube, Pandora and Facebook play prominent roles helping to find new music, traditional AM/FM over-the-air radio remains the principal source of discovery for the audience. However, not everything is new school with hip-hop fans. Three hip-hop songs were also among the top 10 on-demand singles streamed (audio and video) in the first half of the year: “Trap Queen” by Fetty Wap (290 million streams), “See You Again” by Wiz Khalifa featuring Charlie Puth (251 million streams), and “Post to Be” by Omarion featuring Chris Brown and Jhene Aiko (147 million streams). Therefore, it should come as no surprise that the top on-demand audio-streamed album in the first half of 2015 was Drake’s If You’re Reading This It’s Too Late (409 million streams). In fact, according to Nielsen data, it was the most streamed genre of 2014. The digital-savvy hip-hop audience relies heavily on digital streaming outlets-especially video-for music consumption. This fan base is also more likely than the average to be interested in gaming/purchasing gaming consoles. In terms of behavior, hip-hop fans are at the forefront of the digital movement, with 18% saying they like to be among the first to buy new media technologies. Geographically, a quarter of fans live in the West, with 27% more fans in the region than the U.S. Hispanics and African-Americans are also more likely to be fans than the general population. Who are hip-hop fans? Nielsen’s Audience Insights report on hip-hop music reveals fanship among males 18-24 shows the largest lift relative to the general population. For example, Drake, who is one of the top-rated hip-hop personalities among Millennials (age 18-34), has an overall N-score of 73-higher than the average pop star (71). According to Nielsen N-Score data, a proprietary metric that assesses a celebrity’s potential for partnerships based on awareness, likeability and a host of other attributes including influence, hip-hop personalities more than hold their own compared to other genre-based stars. This deep and growing interest in hip-hop presents a prime opportunity for brands.
#BEST TRIP HOP 2015 SERIES#
A total of 2.4 million Tweets were sent about the two-part finale on March 18, 2015, making it the most Tweeted TV series episode this season, according to Nielsen Social. On television and social media, Fox’s Empire, a prime-time soap opera about a hip-hop mogul and his family, was a breakout hit of 2015. According to the 2015 Nielsen Mid-Year Music U.S. Report, Drake’s latest album, If You’re Reading This It’s Too Late, was the bestselling digital album of the first half of 2015 and the second best-selling album overall behind Taylor Swift’s 1989.
The surging popularity of these festivals highlights the genre’s growing momentum across the board. The Essence Music Festival attracted nearly half a million attendees to New Orleans over the July 4thweekend, and a few weeks ago, the Brooklyn Hip Hop Festival filled the New York City borough with art exhibits, film screenings, panel discussions and performances (including a classic surprise appearance by Foxy Brown at the end of Common’s show). Summer, summer, summertime-this is most definitely the season of hip-hop.
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