When hip hop first started many MCs were happy if they went Gold on an album. But as hip hop started to develop more of a multi ethnic and international audiences in the mid 90s a rap album going gold meant that an album was more than likely a commercial disappointment. Now it seems that things have come full circle in hip hop because album sales are low once again where going platinum is a uber accomplishment. With hip hop being more popular than ever why are sales down? We all know that downloading has contributed a lot to this but what else changed this dynamic of hip hop but there are many reasons for this phenomenon. This weeks guest post is from Mark Anthony Harris( @darcwonn1906) of Chocolatecoveredlies.com. He is back again on FATC to give his take on why hip hop sales are plummeting?
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Adele sold 20 million units worldwide. In the time of slumping sales and digital downloads, this is, and should be, an anomaly.
As a resident hip hop historian, I was shocked. I have watched hip hop sales fluctuate with the times. I’ve witnessed many artists happy to go gold in the 80’s. Then later on, I paid attention to No Limit’s run where their B and C level artists w
ent gold with ease. The multiplatinum status of B.I.G., Pac, Jay-Z, DMX, Nelly, and Eminem (to name a few) became a cultural norm. So, I have witnessed sales growth with hip hop music.
Then, the digital era ushered in easy listening, easier access, and the demonization of Napster. Many record companies didn’t get the memo. Sales began to dwindle. Artists and labels began “scaling down”. Rap videos started having smaller budgets. Koch (now E1) became a bed of old and new talent. Digital singles began to soar in revenue (peace to Flo Rida). Thus, the idea of selling albums became less of the norm.
BUT, Adele still sold 20 million records. So, I implore my hip hop constituents: what went wrong?
The answers are quite easy. Pay close attention to the breakdown:
• Hip Hop music, as an art form, is still considered disposable: Frankie Beverly warned all new artists to not be the “flavor of the month”. Will these artists take heed? It is doubtful. Many artists come and go with no care for the music’s past historical relevance and/or achievement. Older artists, unless they stay relevant, tend to be cast to the side. Meanwhile, older fans stop supporting the music because they feel totally “disconnected” from the culture.
• Free music is driving the value down: Do not get me wrong: I love mixtapes. I enjoyed how 50 Cent, Dipset, and T.I. revitalized their careers off of them. They will always be important. But, when mixtapes shifted from “DJ medium” to “free album”, that is when the problem started. Constantly giving out free music tends to build a culture resistant to purchasing. There are those that still may move units and put out plenty
of mixtapes. However, those are usually the more popular artists. In addition, it doesn’t help when mixtapes are better than the albums.
• Artists are finding other revenue streams: Plenty of artists aren’t really overly concerned with sales like they used to be. When Waka Flocka Flame mentioned “not caring about dropping an album” early in his career, he wasn’t joking. Shows and merchandising is helping many artists survive. Plus, most artists on major labels don’t make any real money from record sales. With additional sponsorship opportunities and digital single sales sprinkled in there, you have artists finding other ways to make money off of music.
Will hip hop begin selling albums again like it did in the past? Maybe so. Trends in music (and life at times) can be cyclical. However, I’m not really sure it will happen unless the mentality changes. Less free music and more quality output would help. Also, a bigger appreciation for the culture always helps. Until then, all I can do is look and admire what Adele has deservingly acquired.
Related articles
- 15 Most Underrated Hip Hop Artists of All-Time (ashy2classy.net)
- 6 Rap Lyrics That Went Over People’s Heads (brotherswithnogame.com)
- For The Love of Hip Hop….We Are Not All Rappers (thehiphopdemocrat.com)
- How a T.I. Concert Showed Me I Can’t Go to Rap Concerts Anymore (ashy2classy.net)
- Better Than Stereotypes: Black Men, Hip Hop, and Media Negativity (Pt. 1) (CCL #29) (chocolatecoveredlies.com)
- Busta Rhymes and friends make history at 2012 Brooklyn Hip Hop Festival (thehiphopdemocrat.com)
It is time to get this thread started!
This is so true. As a member of the “older generation”, I have a hard time supporting anymore because the “quality output” is definitely keeping me from giving away my money!
The older generation are going to feel a disconnect for an array of reasons:
* Quality output
* So many different artists to choose from.
* Some of the music is lacking in the appeal “we” value and look for.
* Labels pushing artists that we don’t even like.
* Some of the younger artists pushing a form of music that, by our hip hop standards, shouldn’t even make it out the studio.
So I can’t fault you on that one.
Preach darcwonn….I definitely agree with your sentiment.
To add on I think many record labels lost the asspect of developing artists and actually doing A&R work. They got lazy and wanted someone prepackaged and ready for delivery which made the music more fast food instead of quality intake
…And there it is. That’s why many of these artists also got lazy and waited around for the label to do all the work. Artist also need to get hip to the game and brand themselves first, then look to the labels to support, encourage, and financially back them after the fact.
@BrothaTech:
Most of these artists nowadays have no choice but to “brand themselves”. What tends to make me laugh is that some of them go to major labels, or sign with an affiliate, and change their style up. I seen it happen with Wale, Nicki Minaj, Drake (somewhat), and Yelawolf.
But that part makes no sense.
The way sales are going, they don’t actually “need” major labels. Labels are resorting to 360 deals that has people signing over a percentage of their earnings they make on EVERYTHING. Labels are losing because sales have been down (where they made the majority of their money). Now, they want merchandising, show money, ect.
Depending on who you are, and what you have done for yourself, signing to a major would make no sense.
Darryl:
Yeah. This is true.
But labels stopped “developing” hip hop artists a while back. Even during the times in which artists were selling a HEAP of records. Eminem? He wasn’t totally developed by Dr. Dre. Nelly? Naw. Jay-Z? Self-developed.
Hip hop lost sales when artists weren’t making complete albums
Yep. Goes along with my first point (disposable culture) AND part of the mixtape culture, also.
NThe old guard started getting greedy and being gatekeepers to the money. Artists are still making the money but they are keeping more in their pocket instead of the wack ass labels. Look at th e underground they still getting money just not no shiny suit shit
Shiny suits? LOL! I haven’t thought about that term since the late 90′s/early 2000′s (when shiny suits mattered).
Great post, I don’t know if Adele is the best example to use though in debating the album sales of hip hop. 2 different genres of music, 2 different fan-bases. Despite hip hop being around for nearly 4 decades, it’s still fairly insulated unless you’re 1 of the icons.
I def agree up-thread though, the art of A&R is dead. Artists now are working with so many different producers at once that their projects lack focus and direction. New artists aren’t developing relationships and really honing a sound that’s their own. They’re trying to emulate what they think will sell. If they’re signed to a label, they’re working with who the label tells them to. When that organic creative chemistry btwn artist and producer is lacking, you can hear it in the music. Prime example of that is Wale. Now that he’s MMG, his music sounds completely different and not in a good way. That’s not to say that’s he’s wack, I’m just not a fan of MMG Wale.
“it doesn’t help when mixtapes are better than the albums.” <<< This!
J DoubleU:
I made the comparison to show a couple of things:
*music has the ability to STILL sell in great amounts.
*there has to be some issues for rap music not to sell. It is one of the more popular music genres.
I know the fan bases are different. But that was besides the point. Hip hop/rap music USED to sell. So, it is more than illegal downloading affecting the situation. I wanted to cover ground of the issues beyond illegal downloading. If people believe in your music enough, and have money to spend, they will buy your music.
Now, that Wale situation? I’m a fan. So, I feel your pain. Wale Before MMG > Wale on MMG.
I give you props on how you feel: you have strong and valid points.
Another reason could be back then, everybody wanted to just be a fan and enjoy albums, shows, etc. Now everybody wants to be a rapper. Everybody has a soundcloud or bandcamp page that they want you to help them promote. It’s hard to sell your music when somebody’s trying to sell you theirs.
Man i was talking about this the other day…NO ONE wants to just be a fan they want to be in the game too!!
Which is something I don’t understand. Everybody isn’t meant to be an emcee.
Some of us just need to be fans. Period. Enjoy the music and get a job. LOL!