Hip-hop Lifestyle.

Interep Research released a comprehensive research report entitled “The Hip-hop Lifestyle.”

The report profiles the growth of the Hip-hop genre in the U.S., and its growing influence on America’s youth market.
According to Sherman Kizart, VP/Director of Urban Marketing, “There is a tremendous amount of interest in the Hip-hop lifestyle, yet until now, a dearth of research. We are thrilled to offer this report to the industry.” Kizart further explained, “Rap is the music. Hip-hop is the lifestyle. Urban is the mindset. We want advertisers to understand that advertising on Hip-hop oriented radio stations transcends the music played. It speaks to a listener lifestyle, and as such, offers an exceptional environment for product branding.”

According to the report, Hip-hop has emerged as powerful force in the youth market, crossing ethnic, economic, suburban and urban borders. Clothing styles, athletic shoes, electronics and entertainment have all felt its influence.

Report Highlights:

Rap/Hip-hop sold over 84 million records in 2002. It has replaced “Pop” as the No. 2 most popular selling music. (Soundscan)

Hip-hop is the fastest growing radio format. In 1993, only 6 U.S. stations played primarily Rap/Hip hop. Today, over 150 play primarily Hip-hop.

Since 1999, listening to Hip-hop radio stations among A18-34 has doubled, from an 8% share to a 17.5% share (AQH) in 2002. (Arbitron Black Radio Today, 2003)

There is now a top-rated Hip-hop station in each of the top 11 radio markets.

The format has huge youth appeal – the median age of the Hip-hop radio listener is 26.2 years: 25% are 12-17, 25% are 18-24, 22% are 25-34 (Arbitron/Top 10 metros)

Gender split is 54% female/ 46% male (Arbitron, Top 10 metros)

Ethnic Composition is 46% Black, 25% Hispanic, 29% Other* (Arbitron/Top 10 metros. * including non-Hispanic white) 3 out of 5 listeners have attended some college or more; 1 out of 2 listeners have household incomes $50,000+; 4 out of 5 work full or part-time. (Scarborough, A18+)