Is hip-hop dying because…
Nas’s current album – Hip-Hop Is Dead
Here’s an excerpt from a blogger named John N. Pasmore from Fast Company, who writes about hip-hop’s declining sales:
That hip-hop is down is widely understood, but “why” is hotly debated. There is more than one factor at work.
Hip-hop’s success in selling records was driven by the core audience of black consumers. That audience is intact. They may buy fewer CD’s, but they still listen to hip-hop.
The driver for multi-platinum sales was not only appealing to the core, but getting lots of non-black kids to buy in as well. Here is where the problem begins.
One need only watch HBO’s Entourage to get the idea that white kids have adopted the culture to such an extent that they don’t really need the “authentic” version. They have their own.
DJ AM, who appeared on the show, is a good example of how to be hip-hop without being black. This new non-black hip-hop head has taken the swagger and left some of the music behind.
They can listen to rock just as easy as hip-hop, and to demonstrate their keen kinship to the culture, they go out of their way to listen to who’s next in hip-hop as opposed to who’s pop.
Do you agree with Pasmore’s claims that one of the reasons hip-hop sales have declined is because non-black “heads” have now made it their own?