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hip-hop listeners
They got jobs and money, and they ain't just kids
By Lynne Margolis
Hip-hop was born in the poorest neighborhoods of New York and L.A., and leading artists have always evoked the poverty, crime and violence of the ghetto in their work.
But that doesn't mean most hip-hop listeners are living that lifestyle, contrary to widely held perceptions.
In fact, the format has a broad listener base of solidly heeled consumers. According to a study released by Interep Research, a large percentage of hip-hop fans are college-educated homeowners with full-time jobs and annual household incomes of at least $50,000.
Altogether they control some $300 billion of buying power, says Sherman Kizart, Interep’s vice president and director of urban radio.
“It’s that number that’s causing more and more national marketers to skew their advertising marketing message to the hip-hop audience,” says Kizart.
The research also shows that money is being spent on big-decision purchases such as cars and homes, as well as clothing and music.
“The reality is it’s not as youth-oriented as you would have it,” Kizart says. “The median age of the average listener is 26 years old.”
He also says the study should erase the misperception that hip-hop listeners are predominantly black male teens who hang out on street corners and live in low-income, inner-city housing.
Hip-hop fans share an urban mindset, he says, but that’s about lifestyle and attitude, not a geographic location or racial distinction.
Black listeners comprise 46 percent of the hip-hop radio audience, Hispanics make up 25 percent and the remaining 25 percent is bi-racial, white or Asian, according to the report.
“It’s surprisingly balanced in terms of gender,” Kizart says. Women listeners are actually in the majority, at 54 percent.
Among other statistics Interep unearthed: 22 percent of hip-hop listeners are between the ages of 25-54, while the 12-17 and 18-24 demographics each account for 25 percent of the format's audience. At 15 percent, the 35-44 listening segment is also sizeable.
The report states that nearly four out of five listeners have full- or part-time jobs, and one out of two listener households has one or more wage-earners collecting a $50,000-plus income. More than two out of five own their own homes and three out of five have some college education or at least one degree.
Hip-hop's growth as a format has been explosive. In 1993, six stations listed their formats as hip-hop (including urban contemporary and rhythmic CHR); today, that figure is 150.
“It’s projected to grow another 25 percent by 2006,” says Kizart. Every top market now has at least one hip-hop station, and they’re usually among the top five – if not higher – in Arbitron rankings. Twenty-three markets have competing hip-hop stations.
Rap and hip-hop albums totaled 84 million – 14 percent – of 2002’s sales, enough to overtake pop as music’s second-most popular genre. The year’s two top-selling albums were by rappers Eminem and Nelly, and SoundScan figures show 70 percent of hip-hop consumers are white.
Hip-hop sensibilities have ingrained themselves into society: Clothing, advertisements, visual art, television, food, drink, even language have been influenced by rap and hip-hop. Not since the rise of rock ‘n’ roll has a specific musical format had such impact on pop culture.
Even Eminem has gone from being a pariah to a celebrated artist. Critics gave their approval to his film, “8 Mile,” and it had a $51.2 million opening weekend.
August 7, 2003© 2003 Media Life
-Lynne Margolis is a Pittsburgh writer.
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