The State of Genre: A Deep Dive into Music’s Fragmented Growth

Michael Arty | Music A&R | Entertainment | 6 min read | Originally Published Jan 26 2025

The lines have blurred, and audiences are increasingly diverse in their tastes. Yet, each genre continues to fight for dominance in a rapidly shifting market. Hip-hop commands the cultural zeitgeist, fueling major sports and lifestyle branding. Pop, on the other hand, continues to dominate arena tours, while rock solidifies its place in the publishing world, with legacy catalogs fetching unparalleled prices. But with these three titans carving out their share of the industry, what remains for the rest? Is every fan now a multi-genre enthusiast, or are we witnessing an uneven distribution of attention that leaves certain sounds on the fringes?

This article dissects the current state of music genres, delving into the forces that drive growth — or stifle it — and explores whether a fragmented fan base is the industry’s new reality.

Hip-Hop: The Soundtrack of Global Culture

For over two decades, hip-hop has been more than a genre; it has been a cultural force. In 2024, hip-hop and R&B accounted for 341.63 billion on-demand audio streams in the U.S., cementing its position as the most streamed category. This dominance is not limited to streaming platforms. Hip-hop has woven itself into the fabric of global sports culture, becoming the genre synonymous with major athletic events.

Sports Partnerships and Cultural Ubiquity

Hip-hop’s symbiosis with sports is perhaps its most defining feature in recent years. Major sporting leagues like the NBA and NFL rely heavily on hip-hop artists to headline halftime shows, curate playlists, and even influence athlete branding. The soundtrack to the Super Bowl or the NBA Finals often features high-energy anthems from artists like Drake, Kendrick Lamar, or Travis Scott. The genre’s inherent bravado and aspirational themes resonate with the competitive and high-stakes world of sports.

In 2024, 65% of the NBA’s promotional content featured hip-hop tracks, while over 40% of NFL players cited hip-hop as their pre-game motivational music. Moreover, streaming spikes for tracks used in major sports ads or events often lead to weeks-long boosts in revenue for artists. For example, Drake’s “Laugh Now Cry Later,” prominently used in ESPN’s 2023 campaigns, saw a 30% increase in streams during the playoffs.

Challenges Within Dominance

Despite its ubiquity, hip-hop is not without its challenges. The genre has faced criticism for oversaturation, with over 60% of new tracks uploaded daily to platforms like Spotify labeled under the hip-hop/R&B category. With such an influx, even notable artists struggle to differentiate themselves in a crowded market. Additionally, hip-hop’s heavy reliance on single-track consumption often places it at odds with traditional album metrics, where pop and rock continue to thrive.

Pop: The Reigning Champion of Live Performance

While hip-hop dominates cultural and streaming spheres, pop is the genre that fills stadiums. In 2024, the global music industry generated over $6 billion from live performances, and pop artists were responsible for a majority of that revenue. From Taylor Swift’s record-breaking The Eras Tour grossing over $2 billion to Beyoncé’s Renaissance World Tour generating $579 million, pop remains unrivaled in its ability to create spectacle and scale.

The Power of Spectacle

Pop’s ability to sell out massive arenas lies in its emphasis on the complete experience. Artists like Taylor Swift and Harry Styles craft not just concerts but immersive cultural events. These shows feature intricate staging, storytelling, and fan-driven interactions that transcend the music itself. Ticket demand often surpasses supply, as evidenced by dynamic pricing models that have pushed average concert tickets beyond $300 for top-tier acts.

Global Appeal

What sets pop apart is its universal accessibility. Unlike hip-hop, which leans heavily on cultural specificity, or rock, which skews towards niche audiences, pop is designed to resonate across demographics. In emerging markets like Asia and Latin America, where streaming growth is accelerating, pop acts like Blackpink and BTS (whose sound straddles pop and K-pop) have tapped into massive fan bases, fueling global growth.

Pop’s Weak Spot

However, the genre’s reliance on a small pool of mega-stars poses risks. While household names like Swift and Grande dominate, mid-tier pop acts often struggle to compete for visibility. Additionally, the genre faces increasing competition from Latin pop and K-pop, which are beginning to share the spotlight in the global arena.

Rock: The Hidden King of Publishing

Though rock has seen its share of streaming decline, the genre is far from obsolete. In fact, rock’s legacy catalogs are the crown jewel of the music publishing market. In 2024, rock accounted for the highest grossing publishing deals, with Bob Dylan’s catalog selling for an estimated $400 million and Queen’s catalog exceeding $1 billion in valuation.

Why Rock’s Legacy Sells

Rock catalogs hold immense value due to their timelessness and cross-generational appeal. Music from the 1970s and 1980s continues to generate consistent revenue streams through licensing, film placements, and streaming. For example, tracks like Fleetwood Mac’s “Dreams” and Queen’s “Bohemian Rhapsody” regularly experience viral resurgences, ensuring their relevance decades after release.

Rock also benefits from its alignment with high-quality album production. Unlike genres that prioritize singles, rock’s history of conceptual albums lends itself to deeper fan engagement, making its catalogs more lucrative in terms of streaming and vinyl sales.

The Quiet Resurgence

Rock is not just surviving — it’s evolving. Bands like M?neskin and Greta Van Fleet are bringing a younger audience into the fold, while the punk revival in indie rock continues to grow. Though the numbers pale in comparison to pop or hip-hop, rock has carved out a loyal niche that values artistry over volume.

The Rest: Where Do Other Genres Fit?

With hip-hop, pop, and rock taking up significant space, what’s left for the rest? Genres like country, Latin, and electronic music are finding their niches but often face challenges in scaling beyond regional or subcultural boundaries.

Country’s Localized Dominance

Country music thrives in the U.S., particularly in the Midwest and South, where artists like Morgan Wallen and Luke Combs dominate charts and concert attendance. However, the genre’s regional appeal limits its ability to achieve global streaming numbers.

Latin Music’s Expanding Reach

Latin music continues to grow, particularly in the U.S., where it saw a 15% increase in streaming volume in 2024. Artists like Bad Bunny and Karol G are breaking language barriers, but the genre’s growth is largely concentrated in Spanish-speaking territories.

Electronic Music’s Festival Economy

Electronic music remains a staple of global festivals, from Tomorrowland to Ultra. However, the genre’s reliance on live events rather than album sales or streams makes it highly volatile and dependent on a thriving festival economy.

Are All Fans Multi-Genre Fans?

A critical question emerges: In this fragmented landscape, is every fan a multi-genre fan? The data suggests that while streaming platforms encourage diversity, fans often stick to preferred genres. Luminate’s 2024 report found that 60% of listeners regularly engage with only one or two genres, with superfans even more likely to be genre-loyal.

However, social media and playlist culture have started to blur these boundaries. Viral moments, like Lil Nas X’s “Old Town Road,” show how a single track can merge genres and reach new audiences. Platforms like TikTok further amplify cross-genre exposure, making it easier for fans to discover sounds outside their usual preferences.

Conclusion: A Fragmented Future

As we look toward 2025 and beyond, it’s clear that the music industry is becoming increasingly fragmented. Hip-hop, pop, and rock dominate in distinct ways, leaving smaller genres to find innovative ways to grow. While the rise of multi-genre playlists and global streaming platforms suggests some convergence, the reality is that music consumption remains highly segmented.

For artists and industry professionals, the lesson is clear: Understanding your niche and leveraging its strengths is more critical than ever. Whether it’s hip-hop’s cultural ubiquity, pop’s arena dominance, or rock’s publishing power, each genre holds unique opportunities for growth. The challenge lies in navigating this fragmented landscape to ensure every fan — genre-loyal or multi-faceted — feels seen, heard, and valued.