Photo: Revolt Media
  /  01.16.2020


REVOLT TV is continuing to lead the charge in Hip Hop. Next week, the company will release a new “Gen Hip Hop” study, which will include surveys, to a number of different companies and businesses that play a part in mainstream culture. To determine the connection between Hip Hop, and millennials and centennials, the study will also consist of interviews from people who have attended the REVOLT Summits last year, as well as research from the REVOLT insights staff.

According to Billboard, which got an exclusive first look at the study, the top three issues concerning those who were surveyed were police brutality, mental health awareness, and climate change. Almost half of them said that they learned about activism and politics through the music they were listening to. One in three people reported that they have experimented with gender identity and 22% considered themselves a part of the LGBTQ+ community.

“Hip Hop culture is youth culture,” says Roma Khanna, CEO of REVOLT Media & TV. “To not understand the role Hip Hop plays would be like missing the role of rock & roll during the ‘60s, and how that affected people’s view of politics, gender rights and all sorts of issues.

“Despite all the numbers and all the charts, Hip Hop is still treated like it’s not the mainstream, like it is a genre sitting in the corner. What we know to be true is that simply isn’t reality,” she continued. “This survey makes explicit what we implicitly have known to be true. Where historically you may have had your alternative rock playlist and your country music playlist…now you’ve just got your ‘I’m waking up on a Monday’ playlist. For this youth generation, these genre borders are irrelevant.”

The concept for REVOLT’s study was based on a former Neilson Music report that claimed Hip Hop/R&B to be the leading genre in the country — beating out rock music for the first time ever. A recent Census Bureau projected that the country is becoming “minority majority” in 2044, thus making white Americans the soon-to-be minority.

To learn more about the “Gen Hip Hop” study, click here.

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