A recent report from Spotify, the online streaming giant, has brought to light some fascinating trends in the world of Nigerian hip-hop, and it’s not just about the music. The report reveals a seismic shift in the demographics of hip-hop enthusiasts and a new generation of hip-hop icons who are taking the genre to unprecedented heights.
According to Spotify’s findings, the 18-24 age group, known as Generation Z or Zoomers, has emerged as the powerhouse of Nigerian hip-hop streaming, accounting for a whopping 55 percent of total hip-hop streams. This age group, born between 1997 and 2012, has redefined the hip-hop landscape in Nigeria.
Following closely behind are listeners aged 25-29, contributing 19 percent of the streams, while those aged 0-17 and 30-34 make up a combined 9 percent. Gender-wise, the report shows that hip-hop predominantly resonates with males, claiming a substantial 75 percent of the recorded streams, while females account for the remaining 24 percent.
What’s most intriguing is that Nigerian hip-hop’s resurgence in the streaming era can be attributed to a new generation of artists who have crafted music that speaks directly to Gen Z’s sensibilities.
Spotify emphasized how its platform has opened doors for Gen Z to explore and embrace music from around the world, with Nigerian hip-hop standing out for its vibrant lyrics and cultural authenticity.
“Hip-hop’s popularity among Gen Zs is on the rise, evident in their consumption patterns,” Spotify added.
Acknowledging the Roots and Rising Stars
The report pays homage to Nigerian artists who played pivotal roles in the early days of hip-hop, helping shape the genre’s sound and culture. Icons like Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu, and others paved the way for hip-hop’s resurgence and its influence on Nigerian music.
Spotify noted, “It’s fascinating to observe how Nigerian hip-hop enthusiasts are contributing to the genre’s elevation and the broader musical landscape.”
Turning the spotlight to the most-streamed Nigerian hip-hop artists, the report highlights Olamide, Odumodublvck, Blaqbonez, Zlatan, and Ice Prince as the reigning champions. Nigeria’s deep connection to its hip-hop artists is evident, a stark contrast to regions like Kenya and South Africa, where international sensation Drake dominates.
A Global Force
Much like Afrobeats, Nigerian hip-hop has made a global impact during its five-decade journey. It has achieved prominence not only within Nigeria but also on the world stage, profoundly influencing the evolution of Afrobeats.
Spotify’s report underscores Nigeria’s significant position in Africa’s hip-hop scene, ranking second only to South Africa. This highlights the genre’s popularity in the country and its enduring impact on African music.
Victor Okpala, Spotify’s Artist and Label Partnerships Manager for West Africa, emphasized that hip-hop is one of the most influential music genres globally, serving as a catalyst for new musical movements and genres in Nigeria and beyond.
“Its ability to adapt and stay relevant is a testament to its power as an art form that resonates with listeners worldwide,” Okpala remarked.
In conclusion, the report sheds light on an evolving landscape where Gen Z has taken the reins, and Nigerian hip-hop is flourishing with a new wave of talent, captivating audiences worldwide.
