As this last decade of the 2010’s is vastly closing ; we’ve seen the evolution and influence of Hip-Hop music and culture on a global scale. The charts changed, reliable stars flopped, sales went almost exclusively digital and bizarre newcomers triumphed. Fast forward to 2019 and Hip-hop has evolved since it rose to prominence in the 1970s, from being deemed as a negative influence that had to be met with the force of the Federal Bureau of Investigation, to becoming the most popular genre in the world.
In the last 10 years Hip hop has made it possible for many of today’s prominent artists to explore the art of creative expression and helped mold a generation of language, dance, style and song. .
Nonetheless, hip-hop culture extended its own parameters by permeating the realms of sports, tech and venture capitalism. By the next election cycle, it will have dominated these three industries, too. For the first time in music history, Rap/Hip-Hop overthrew Rock and Pop, to be crowned, music’s most in-demand genre, in 2017. The genre made up 25% of the music consumption market in 2017.
One of the first documented instances in which hip-hop positively infiltrated politics began in 2008, when then-presidential candidate Barack Obama stylishly paid homage to Jay Z by dusting off his shoulders in a Democratic primary speech. More recently, Meek Mill’s incarceration, and release, for a probation violation became a lengthy talking point on news sites such as CNN and NBC.
From Nike’s Hip-Hop beat driven basketball ad of the early 2000s, to Adidas’ new Calling all Creators campaign, the pop appeal defines its prevalence. Hip-Hop influenced the very sound of “pop’s” music today including style, arrangement and production. This influenced the transformative sounds of Miley Cyrus, Justin Bieber and Ariana Grande. Many artists and celebrities in the last years have been subjected to being labeled as “culture vultures”; cultural appropriation in obvious look, mannerisms, style or dress.
Hip-Hop’s ability to transcend cultures despite one’s individual area of expertise or background, breathes life into becoming the avant-garde of pop culture. Hip-Hop and its influencers make Black History on a daily basis. The genre is celebrated as it continues to be the ascension pulse of pop culture.