Music Industry

There’s a new report on the behavior of hip-hop fans

A new report examining the wants, wishes, needs, and demands of fans of hip-hop music has revealed a few interesting things. The study, commissioned by the Digital Media Association (DiMa) focused mostly on streaming and how that works with the hip-hop community.

  • 78% of hip-hop fans stream music daily.
  • 93% are super-loyal to their streaming service of choice. In other words, good luck getting them to switch platforms.
  • They are 25% more likely to try and use new features offered by streaming services.
  • 75% are so-called “lean in” listeners, meaning that they’re very active when it comes to creating playlist and interacting with others. For example, 67% love recommendations and 85% care about curation.
  • 78% say that streaming is their primary source of music discovery
  • 71% of hip-hop streamers are very likely to engage in social media with their favourite artists.
  • Sub-genres to watch for: Turkish hip-hop, Latin trap, and Ghanian drill

You can read the full report here.

Alan Cross

is an internationally known broadcaster, interviewer, writer, consultant, blogger and speaker. In his 40+ years in the music business, Alan has interviewed the biggest names in rock, from David Bowie and U2 to Pearl Jam and the Foo Fighters. He’s also known as a musicologist and documentarian through programs like The Ongoing History of New Music.

Alan Cross has 38293 posts and counting. See all posts by Alan Cross

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