Can Rock Get Back On Top?
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Lots of music fans were surprised to read earlier this month that for the first time in U.S. history, hip-hop is bigger than rock. The rankings lump hip-hop and R&B in together, but that combined genre apparently makes up 25.1 percent of all music consumption, with rock at 23 percent. Interestingly enough, the flip in rankings appears to be largely thanks to the changing nature of music consumption. When rock was on top, CD sales and digital downloads represented the primary ways that people listened to songs and albums. Now streaming is king, and young people (who mostly prefer the dynamic feel of hip-hop and R&B to the kind of stagnant vibe of rock) are most comfortable with it.
Because of that trend toward streaming in younger generations, this seems less like a one-time switch and more like a lasting condition. It feels likely that if we check the numbers again in a year, or in five years, hip-hop’s lead may even grow. That calls to mind the question of if there is any way rock can get back on top. And if so, what is it?
One thing to consider is that rock bands could continue to reach out to younger generations through creative means. We’ve seen this work wonders for a few of the older, “classic” rock groups that are still popular today. Some of these groups have done well by licensing material to websites presenting collections of casino games. Video slots have come to excel and differentiate themselves through live action backgrounds and in-game animations, which brings opportunities for all kinds of themes and source material. Artists like Guns N’ Roses, Motörhead, and even Jimi Hendrix have all benefited from having their material used in games like these.
Whether or not online video slots are the best avenue by which to reach younger people is debatable. But the general idea of licensing songs and imagery in video games is potentially a lucrative concept for rock bands. Those that are still active and losing ground to hip-hop and R&B would do well to explore the idea.
Another interesting thing to consider, particularly in light of the sudden and tragic passing of Linkin Park frontman Chester Bennington, is blending rock with other, more “modern” genres. One article about Bennington’s impact on music suggested that Linkin Park and the album “Hybrid Theory” changed the face of rock music. That’s debatable, but one quote from Bennington included in the piece is still relevant today. Confronting the idea that Linkin Park had in any way damaged the integrity of metal, Bennington argued, “I think that’s funny… In my opinion, we actually kept metal alive.” These are words modern rock musicians might want to give some serious thought to. The implication is that by blending genres—pairing Bennington’s metal vocals with pop riffs and rap verses—Linkin Park actually extended and adapted a genre. It’s definitely one way rock could regain some ground.
One final way back to the forefront might be through movie soundtracks. We’ve seen a rebirth of the meaningful soundtrack of late, with movies from Guardians Of The Galaxy Vol. 2 to Baby Driver being recognized as much for their musical content as for their actual plots and characters. The trouble is that movies like these tend to use mostly old, classic material. It would be interesting to see a modern rock group partner with a director or production crew to engineer the bulk of the soundtrack for a big budget action or adventure movie. Given the renewed emphasis on soundtracks it could push whichever group pulled it off toward the top of the charts.
All in all, it seems unlikely that rock will rebound. The trend toward streaming probably means that hip-hop and R&B will stay on top for a while, and pop music could similarly benefit. But if rock musicians are hoping to gain ground, these are a few of the ways they might do it.
