(Some executives have estimated as many as 100,000 tracks get uploaded to Spotify each day.)
The music market is increasingly saturated, Lewis says.
Theres a growing number of indie companies, we have more music entering the market than ever.
Kendrick Lamar, Future and Metro BoominChristopher Polk/Billboard/Getty Images; Prince Williams/WireImage
Obviously their stories and their music remain very relevant to the audience.
Another potential contributor is that other genres have started to catch up in the streaming era.
Thats a stark dip compared to 2018, when 13 albums from that year made the mark.
But the numbers still show a continued decline outside of the top 25.
Thats fallen even further to 61 this year.
Country, meanwhile, rose from 21 of the top 200 last year to 30.
You cant discount artist development either.
Shes been developed over a significant period of time and reached a pinnacle at this point.
When the music meets the tenure of artist development, when youre lucky enough, you get rewarded.
Larry Jackson, founder of the indie music company Gamma, agrees.
I think youve got to be patient with letting artists develop.
Its not just about signing someone off a quick hit on TikTok.
Its easy for fans or labels to get impatient when these viral moments become the new normal.
Of course you love big plays and touchdowns but thats not what happens each play.
Every exec who spoke toRolling Stonerefuted the notion that rap was facing any significant headwinds going forward.
Lewis says that at most maybe hip-hop just needs a bit of a rejig.
The best music, he says, will continue to stick.
And of course theres still promise among the younger crop.
Bossman Dlow cracked the Top 25 rap albums in the midyear report withMr.
Beat The Road,which hit 23.
GlorillasEhhthang Ehhthangwas the biggest rap album from a woman released in 2024 at the mid-year with about 297,000 units.
Still, he doesnt think hip-hop has plateaued.
I think were just waiting for that next artist to break through that ceiling, Chery says.
Theres a new generation thats going to rise into power.
