In a recent report, Spotify, an online streaming platform, revealed that Gen Z aged 18-24 accounted for 55 percent of total hip-hop streams in Nigeria.
Considering their massive support for hip-hop music, Nigerian Gen Z individuals occupy the most significant percentage of the genre’s listeners.
Generation Z, colloquially known as Zoomers, is the demographic that succeeds Millennials and precedes Generation Alpha. They were born between 1997 and 2012.
Spotify also revealed that they are followed by listeners aged 25-29, accounting for 19 percent of streams, while the 0-17 and 30-34 age groups have a 9 percent share.
From a gender perspective, Spotify revealed that Nigerian hip hop music resonates predominantly with men, as they account for a substantial 75 percent of recorded streams, while women account for 24 percent.
However, he said the genre has continued to thrive in the streaming era as a new generation of rappers create rap music that appeals to Gen Z consumers.
Spotify highlighted how its platform has enabled Generation Z to explore and embrace music across the globe, with Nigerian hip-hop resonating strongly due to its energetic, relatable lyrics and cultural authenticity.
“The popularity of hip hop among Generation Z continues to grow. This is evidenced by the data that shows how the generation consumes the music genre,” he added.
pioneers and favorites
The report recognized some Nigerian artists who started hip-hop’s journey to give it the popularity it has today.
They include Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu and others.
They noted that these artists pioneered the sounds and culture of hip-hop that have influenced Nigerian songs and have grown to gain substantial traction on the continent.
It said, “It’s interesting to see how Nigerian listeners who are keen on hip hop are contributing to the elevation of the hip hop genre and sounds that draw on its influences.”
Turning to the impact of Nigerian Generation Z in promoting hip-hop music, he said the demographic is playing a big role in this trend.
According to the streaming platform, the spotlight falls on Olamide, Odumodublvck, Blaqbonez, Zlatan and Ice Prince as the most streamed Nigerian hip-hop artists.
It stated, “Nigeria’s patriotism in music is evident as most of the hip hop artists played are Nigerian, as opposed to regions like Kenya and South Africa where international hitman Drake leads.”
Worldwide recognition
Like Afrobeats, Nigerian hip hop has also carved its way to a global pedestal in its five decades of existence.
Hip hop has risen to global prominence and this triumph extends to Nigeria, where it has profoundly influenced the evolution of Afrobeats.
Spotify’s report says it’s no surprise that Nigeria occupies a significant position within the hip-hop listening landscape in Africa, securing second place just behind South Africa.
“This position underlines the popularity of the genre within the country and reflects the widespread impact of Nigerian hip hop on the African music scene.”
Victor Okpala, West Africa director of artist and label partnerships for Spotify, noted that hip-hop is one of the most popular music genres in the world.
The managing artist opined that he contributes to newer music genres and movements in Nigeria and around the world.
He said: “Its ability to evolve and remain relevant is a testament to its power as a form of artistic expression that resonates with listeners around the world.”