REVOLT is putting its stamp on the pervasiveness of hip-hop culture via an expansive in-house survey the media company next week will send to brands, agencies and other business stakeholders that parses the genre’s role in mainstream popular culture.
Billboard got an early look at Gen Hip Hop, which reads more like a coffee table book than a white paper. Based on poll data, interviews with attendees at two REVOLT Summits last summer and research from REVOLT editorial staff, it parses connections between the genre and millennials and Gen Zers, as well as more general stats about the 13-34-year-old demographic.
Among findings: Mental health, climate change, and police brutality/gun reform are the top three issues among those surveyed. Almost half, 49%, said the first place they learn about politics and activism is through music. One in three people surveyed reported they’ve experimented with a gender identity other than the one assigned at birth, and 22% described themselves as LGBTQ+.