Some thought streaming would homogenize the music people hear around the globe. Instead, it’s boosting hip-hop artists building careers in their own languages
provoked outcry for the line "My body is more defined than those of Auschwitz inmates” on their 2017 album. When Kollegah and Farid Bang won best rap at the Echo Awards , previous winners handed back their awards in protest, leading to the event beingBut there is no doubting the growing dominance of hip-hop in key markets. According to Spotify data, the genre’s share of listening in Europe has grown by an average of 20% every year for the past five years.
It’s also no coincidence that many of the scene’s biggest names come from immigrant backgrounds largely marginalized by mainstream culture. Deutschrap, as local-language hip-hop is called in Germany, for instance, is dominated by artists from Muslim backgrounds, says Natascha Augustin, senior creative director at Warner Chappell Music Germany.
To keep up with the new world order, major labels have increased investment in signing and developing local hip-hop artists in all key and emerging markets. Deals vary from traditional label contracts to bespoke service-level partnerships in which artists benefit from the promotion, distribution and marketing clout a major label can bring, but still retain a degree of independence and a bigger share of the profits., UMG president/CEO Central Europe and Deutsche Grammophon.
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