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Because Hip Hop is the priority genre for the major labels, all of whom have a strong US-centric worldview, Apple Music and Spotify end up with a strong Hip Hop skew. The labels have more overall influence on Spotify and Apple Music’s programming, and additionally focus intense efforts on influencing their curated playlists (Spotify especially). Demographics and geography play roles, but so do the respective relationships of the platforms with the major labels. Among YouTube’s biggest tracks, however, Hip Hop is a minor player, with just 7% of 1bn+ videos. Spotify’s top three most streamed tracks of 2018 were all Hip Hop, while for Apple Music it made up the entire top seven. On audio streaming services Hip Hop is the ubiquitous genre, with its artists among the highest profile in the music industry. In today’s world, global scale does not always mean global appeal. Just because a track breaks into Spotify’s Global 100 does not mean it is a global hit. Record labels need to take a more nuanced approach to reading global-scale data trends. Latin America is now such a large part of the global streaming user base that it can generate hits that look global in scale, but in reality are only regional. There is another important, less obvious implication of the rise of Latin artists on YouTube. In 2018 Latin 1bn+ videos generated three and a half times as many streams as Anglo-centric pop 1bn+ videos did. Although Anglo-centric artists fill three of the other top five spots, the tide is turning. He appears, either as the lead artist or as a featured artist, on eight, yes eight, videos with a billion streams or more, generating 10.1 billion streams to date. The artist with more 1bn+ videos than any other is Puerta Rican reggaetón and Latin trap artist Ozuna. In doing so, YouTube is helping to create a new generation of superstars – Latin superstars. YouTube is fast establishing itself as the consumption method of choice for Latin American audiences, and their listening behaviour is helping reshape the face of global music culture. 63% of all 2018 videos that reached one billion streams were Latin music videos.
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Now that Latin America and US Hispanics are becoming a major constituency of the YouTube audience, Latin music videos are becoming the dominant part of the 1bn+ club. But something very interesting is happening. On average, the 1bn+ videos released in 2018 got to that milestone ten times faster than those released at the start of the decade. Not only are more YouTube videos joining the 1bn+ club, but they are getting there faster. With music audiences fragmenting into algorithmically defined niches, YouTube continues to create truly global scale, mass market audiences.Īs of Q1 2019, 139 music videos have joined the 1bn+ club, with a record 52 of those reaching one billion in 2018 alone. Not only did that number become bigger than ever in 2018, but the rate at which videos joined the 1bn+ club grew too. Nowhere is this better illustrated than with the YouTube music videos that have one billion streams or more. Cole, "Middle Child" Travis Scott feat.Throughout 2018, while locked in a bitter war of words with rightsholders and creators over Article 13, YouTube quietly but dramatically expanded its role as the most powerful platform for creating global superstars. Kirk Franklin, "Never Alone"īEST INTERNATIONAL ACT Aka (South Africa) Aya Nakamura (France) Burna Boy (Nigeria) Dave (U.K.) Dosseh (France) Giggs (U.K.) Mr Eazi (Nigeria)īEST NEW INTERNATIONAL ACT (FAN VOTED CATEGORY) Headie One (U.K.) Jok'air (France) Nesly (France) Octavian (U.K.) Sho Madjozi (Africa) Teniola Apata (Africa)Ĭardi B, Bad Bunny & J Balvin, "I Like It" Childish Gambino, "This Is America" Drake, "In My Feelings" Ella Mai, "Trip" J. Rance Allen, "Blessing Me Again" Tori Kelly Ft. Warryn Campbell, "All Of My Life" Fred Hammond, "Tell Me Where It Hurts" Kirk Franklin, "Love Theory" Snoop Dogg Ft. Stephen Curry Tiger WoodsīET HER AWARD Alicia Keys, "Raise A Man" Ciara,"Level Up" H.E.R., "Hard Place" Janelle Monáe, "Pynk" Queen Naija, "Mama's Hand" Teyana Taylor, "Rose In Harlem"īOBBY JONES BEST GOSPEL/INSPIRATIONAL AWARD Erica Campbell Ft. SPORTSMAN OF THE YEAR Kevin Durant Lebron James Odell Beckham Jr. SPORTSWOMAN OF THE YEAR Allyson Felix Candace Parker Naomi Osaka Serena Williams Simone Biles