By Modupe Gbadeyanka
Data from a prominent streaming platform, Spotify, has revealed that young Nigerians, especially those within the age range of 18 to 24, constitute the largest group consuming the hip-hop genre of music on its system.
Recall that Nigerian hip-hop gained popularity in the 90s with artists such as Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu and a whole lot more.
These artists pioneered the sounds and culture of the genre that have influenced Nigerian tracks and have grown to gain substantial traction within the continent.
It was observed that this age group, which falls under Gen Z, has played a significant role in promoting music and has been greatly influenced by it.
The data showed that the Nigerian Gen Z individuals constitute a sizable segment of hip hop listeners, with 55 per cent of the total streams, followed by listeners aged 25-29, with 19 per cent of the streams, while the age brackets of 0-17 and 30-34 both hold a 9 per cent share.
From a gender perspective, Nigerian hip-hop music predominantly resonates with males, commanding a substantial 75 per cent of the recorded streams, while females account for 24 per cent.
The spotlight falls on Olamide, Odumodublvck, Blaqbonez, Zlatan and Ice Prince as the most streamed within the realm of Nigerian Hip hop. Nigeria’s patriotism in music is evident as most streamed hip-hop artists are Nigerians, unlike regions such as Kenya and South Africa, where international hit-man, Drake, leads.
Over the course of its five-decade existence, hip hop has achieved global prominence, and this triumph extends to Nigeria, where it has profoundly influenced the evolution of Afrobeats.
It’s not surprising, therefore, that Nigeria occupies a significant position within Africa’s hip-hop listenership landscape, securing the second spot right after South Africa.
This position underscores the genre’s popularity within the country and reflects the widespread impact of Nigerian hip-hop on the African music scene.
“Hip hop is one of the most popular music genres in the world, and it continues to have an input in newer genres and music movements springing up in Nigeria and around the world.
“Its ability to evolve and stay relevant is a testament to its power as a form of artistic expression that resonates with listeners worldwide,” Spotify’s Artist and Label Partnerships Manager for West Africa, Mr Victor Okpala, commented.
The genre has continued to thrive in the streaming era as a new crop of rappers are creating rap music that appeals to Gen Z consumers.
Accessibility of streaming platforms like Spotify has enabled Gen Z to explore and embrace music from around the world, with Nigerian hip-hop resonating strongly due to its energetic, relatable lyrics and cultural authenticity.
Hip hop’s popularity among Gen Z continues to grow. This is evident in the data that shows how the generation consumes the genre of music the most on Spotify.
Business Post Contributor