Today 20% is English and English hip-hop is providing a gateway for people, in turn, to discover Indian or desi hip-hop. Global hip-hop and its new globe-spanning generation of fans have many hotspots around the world including Latin America, India and Africa.ДЄccording to Akhila Shankar of Indian streaming service JioSaavn, back in 2014, the split in the music consumed on the service was about 90% Indian and 10% English. We knew hip-hop was popular, but we didnвЂ™t know it was this popular until streaming, just like we didnвЂ™t know that country & western was that popular until Soundscan.вЂќ It educates the fans about real-life situations that are going on right in their backyard вЂ“В such as politics, prison reformation, police brutality and more.вЂќ The growth of hip-hop in the streaming eraДЄs US music analyst Bob Lefsetz observed earlier this year, one reason for the global growth of hip-hop is that it lives online вЂ“ digital services have contributed to its growing worldwide popularity. Yes, some lyrics mention sex, violence and drugs, but thatвЂ™s a reality that people are experiencing everywhere. вЂњIt is important for people to understand that hip-hop is a genre that both speaks volumes and also teaches. They understand that the sound and face of hip-hop varies from region to region, something that allows hip-hop to be every bit as diverse as the people in this world.вЂњ вЂњ Hip-hop is not just an American genre, itвЂ™s global, which is why Midem is right to introduce a new hip-hop conference track this year. Mecca Robinson, operations manager at A3C continues: Streaming has allowed popular US hip-hop to reach a global audience without the need for significant marketing efforts or physical distribution, all of which would have been necessary a decadeВ ago.вЂќ вЂњThere are now nearly zero barriers to discovering new artists, and the right playlist placement can take an artist from obscurity to fame. вЂњStreaming has completely changed how music is being shared and discovered,вЂќ says Mike Walbert partner/directorВ at music think tank the A3C Festival & Conference. But itвЂ™s not just a US trend: Hip-Hop in the streaming era has gone mainstream around the world. The growing popularity of hip-hop was a contributor to a massive 72% increase in on-demand audio streaming in the US. For the first time ever, R&B/hip-hop became the most-dominant genre in the US, producing seven of the top 10 most-consumed albums. The surge in music streaming that started in 2017 saw overall consumption of albums, songs and on-demand audio streaming grow by 12.5% compared to the previous year in the US вЂ“В the birthplace of hip-hop вЂ“ according to media research body NielsenвЂ™s 2017 year-end report.

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