Spotify Data: Nigerian Music Fans Continue to Elevate Hip Hop
Gen Zs are a key demographic for Nigerian Hip hop
Nigerian Hip hop gained popularity in the 90s with artists such as Modenine, Naeto C, Bouqui, Ruggedman, Gino, Eedris Abdulkareem, eLDee, Sasha P, Ikechukwu and a whole lot more. These artists pioneered the sounds and culture of Hip hop that have influenced Nigerian tracks and has grown to gain substantial traction within the continent.
It’s interesting to see how Nigerian listeners who are Hip hop enthusiasts are contributing to the elevation of the Hip hop genre and the sounds that tapped influences from it. The Gen Z demographic is playing a significant role in this trend.
According to Spotify’s data, Nigerian Gen Z individuals aged between 18-24 constitute a sizable segment of Hip hop listeners, accounting for 55% of the total streams. They are followed by listeners aged 25-29, contributing 19% of the streams. Notably, the age brackets of 0-17 and 30-34 both hold a 9% share.
From a gender perspective, Nigerian Hip hop music predominantly resonates with males, commanding a substantial 75% of the recorded streams, while females account for 24%.
The spotlight falls on Olamide, Odumodublvck, Blaqbonez, Zlatan and Ice Prince as the most streamed within the realm of Nigerian Hip hop. Nigeria’s patriotism in music is evident as most streamed Hip hop artists are Nigerians, unlike regions such as Kenya and South Africa where international hit-man, Drake leads.
Over the course of its five-decade existence, Hip hop has achieved global prominence and this triumph extends to Nigeria where it has profoundly influenced the evolution of Afrobeats. It’s not surprising therefore that Nigeria occupies a significant position within Africa’s Hip hop listenership landscape, securing the second spot right after South Africa. This position underscores the genre’s popularity within the country and reflects the widespread impact of Nigerian Hip hop on the Africa music scene.
Spotify’s Artist and Label Partnerships Manager for West Africa, Victor Okpala says of the Hip hop genre: “Hip hop is one of the most popular music genres in the world and it continues to have an input in newer genres and music movements springing up in Nigeria and around the world. Its ability to evolve and stay relevant is a testament to its power as a form of artistic expression that resonates with listeners worldwide.”
The genre has continued to thrive in the streaming era as a new crop of rappers are creating rap music that appeals to Gen Z consumers. Accessibility of streaming platforms like Spotify has enabled Gen Z to explore and embrace music from around the world, with Nigerian Hip hop resonating strongly due to its energetic, relatable lyrics, and cultural authenticity.
Hip hop’s popularity among Gen Zs continues to grow. This is evident in the data that shows how the generation consumes the genre of music the most on Spotify.