More On Hip Hop Sales: Is It Entrepreneurship Or Is It Danger Mouse?
Commenting on my post on hip hop's transition to digital sales, XXL's Tara Henley summed up 2006 this way:
"I think 2006 will be remembered as the year that The Hustler trumped The MC as the prevailing icon of the culture. The year that rappers became so busy trying to be entrepreneurs and pitchmen and Hollywood actors that they didn’t have the time or the inclination to make dope music anymore. The year that being a rap artist—someone who sincerely aspires to spit mind-blowing rhymes—became, well, kinda corny. The year all your favorite rap stars started adamantly denying they were rappers."
Rappers are not shy about promotion and making money. What separates this year's greed with the chart-topping greed of previous years? Maybe consumers are tiring of rappers ostentatious lifestyles. Maybe they're starting to look for something else. R&B is having a good year -- John Legend, for example, is having a year most rappers could only dream of.
Outside of changing consumer sentiment, what could be behind the fall? I tend to look to radio and promotion, then to distribution and retail. Here's a crazy thought: Part of the sales lag can be chalked up to what is and isn't classified as hip hop. Two huge, beat-driven albums that could technically be called hip hop albums but are filed under electronic at Soundscan, are Gnarls Barkley's St. Elsewhere and Gorillaz' Demon Days (released last year but sold about 500,000 units in 2006). Both were produced by Danger Mouse (pictured), and both are no more or less hip hop than OutKast, for example, a group that is classified as hip hop.
Add Danger Mouse's million-and-a-half 2006 sales -- currently classified as electronic -- and hip hop isn't looking as bad. Those 1.5 million units of St. Elsewhere and Demon Days would raise hip hop's yearly total by about 3.2%. So has Danger Mouse taken a good chunk of hip hop's crossover audience away from more traditional hip hop? It's not a far-fetched idea, and it would fall in line with the theory that consumers are tiring of hustlers. Who is less a hustler than Danger Mouse?
Music Groups
Going against popular theory, a Nielsen/NetRating report claims
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