What Post Malone's New Album Says About Hip-Hop's Crisis

Is hip-hop losing popularity?

Hip-hop is currently experiencing changes that do not allow us to definitively state that it is in crisis. However, it can be noted that it has lost some of its position in the mainstream. The second half of the 1910s and the early twenties were a time when hip-hop, along with pop music, occupied a leading position in popularity. However, now the situation has changed, and the genre is facing new challenges, which requires performers and producers to adapt to current musical trends.

Journalists periodically raise the issue of the state of hip-hop in the music industry. In mid-2023, Billboard published an article noting that hip-hop's share of the music charts was declining, failing to hit number one in the first six months. The situation improved slightly by the end of 2023, and 2024 has seen a slew of major hits. However, a closer look reveals troubling trends that could negatively impact hip-hop's future.

The rap genre is largely defined by the experience and skill of its leading artists. Among contemporary artists, Jack Harlow and Megan Thee Stallion stand out, having risen to popularity about four to five years ago. However, veterans like Kendrick Lamar, Drake, Kanye West, and Future continue to represent the genre's core strength. The question of new talent remains: where are the fresh names capable of contributing to the development of rap culture?

Today, rap artists still make it onto the music charts, but their influence is no longer as perceptible as it once was. In the late 2010s, artists included in XXL magazine's top ten freshmen list occupied the top positions on the charts. However, a look at the 2022 list reveals a lack of true hitmakers. The highest peak among the top ten artists is 17th place, and most of them failed to chart at all. This highlights the change in the music industry and the decline in popularity of new artists compared to previous years.

In recent years, new talented female artists such as Ice Spice, GloRilla, Doechii, Coi Leray, and Latto have become prominent on the music scene. These artists bring fresh ideas and originality to contemporary music. However, there's a clear shortage of new male artists capable of creating hit tracks. This situation is concerning, as female talent is increasingly in demand, while male hitmakers remain in the shadows. This highlights the changing musical trends and listener preferences.

Frame: Megan Thee Stallion / YouTube

Frame: Kendrick Lamar / YouTube

Frame: Kendrick Lamar / YouTube

The second disappointing news is that the most popular rap hits of recent years are diss tracks. Such songs include Megan Thee Stallion's "Hiss," which is directed against Nicki Minaj; Kendrick Lamar's "Not Like Us," which is aimed at Drake; and Future's "Like That," which also contains criticism of Drake and J. Cole. The success of these songs raises questions: could they have achieved such popularity without the controversial context? While Kendrick Lamar consistently tops the charts with any release, Megan Thee Stallion was only able to achieve significant success thanks to her collaboration with Beyoncé.

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Rappers and Rock Music: 11 Best Examples of Borrowing

In the world of music, there is often cross-genre influence. Rappers, drawing inspiration from rock, have created many memorable tracks in which rock elements become the basis for new sounds. One striking example is the use of guitar riffs and powerful drums, which make rap more expressive and energetic.

Many rap artists incorporate elements of rock music into their compositions, which gives their tracks uniqueness and depth. For example, artists like Jay-Z and Linkin Park created a real hit in their collaboration by combining the two genres. Other rappers, such as Kid Cudi and Lil Wayne, also draw inspiration from rock culture, using guitar melodies and emotional lyrics.

These examples show how rap and rock can harmoniously coexist, creating new musical directions and expanding the boundaries of genres. The interplay of these styles continues to inspire musicians to experiment, making the musical landscape more diverse and interesting for listeners.

What's Replacing Hip-Hop?

Pop music remains one of the most dynamic and vibrant musical genres. It blends legendary artists with new talents who are actively entering the music industry. This genre is constantly evolving, enriched by the reinterpretation of classic genres and the integration of Latin American styles that were previously not widely popular but have now become an integral part of the mainstream. Contemporary pop music continues to amaze with its diversity of sound and experimentation, making it relevant and attractive to a wide audience.

The return of guitar music to the modern musical landscape is truly a significant event. In the 2010s, the guitar took a back seat to electronic rhythms and the mechanical sounds of 808 drums. While artists like Taylor Swift, Ed Sheeran, and Olivia Rodrigo remain popular, much of the new guitar music in the mainstream centers on the country genre. This shift highlights a renewed interest in live instruments and melodies, which can bring a fresh feel to contemporary music.

In 2023, Billboard released a list of the top 100 singles, which included 19 rap songs and 37 guitar-driven songs, 30 of which were country. Morgen Wallen led the year, taking first place with his album "One Thing at the Time," which featured eight of its tracks at the top. If the world's musical tastes matched those of America, Wallen's earnings could significantly exceed Taylor Swift's. This year highlights the dominance of country music and the popularity of rap in the music scene, reflecting current trends and listener tastes.

Country music has lost the associations with failure that characterized the genre in the early 1910s. At that time, young artists tried to adapt to more popular musical directions. As a result, the bro-country subgenre emerged, represented by groups like Florida Georgia Line, where performers combined country with rap. Many consider this era one of the most controversial in the history of country. However, today, country artists have stopped copying other genres and have regained popularity, and their authentic sound has become relevant and in demand. Country music is returning to its roots, capturing the attention of listeners and critics alike, a testament to its continued growth and growing influence on the music scene.

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Country music is an important part of American culture, and its history has seen many outstanding artists. Here are ten key figures who have had a significant influence on the development of this genre.

The first to come to mind is George Jones, whose unique performance style and emotional lyrics made him a country icon. Then there's Dolly Parton, known not only for her voice but also for her many hits that have become classics. Walt Disney also played a role in popularizing country music, promoting it in his projects.

Another significant artist is Hank Williams, whose songs remain relevant and loved by many generations of listeners. Brodie S. Brow also made a significant contribution to country music, creating music that combines traditional and modern elements.

Don't forget Johnny Cash, whose work covers a wide range of topics, from love to social justice. Carrie Underwood, a modern country star, continues the genre's traditions while bringing a fresh perspective and new ideas.

Tim McEntire and Blake Shelton have also made significant contributions to country music, attracting younger audiences and expanding the genre's boundaries. Finally, Willie Nelson, who has become a symbol of country and folk music, fusing tradition and innovation, is undeniable.

These artists not only shaped country music but also left an indelible mark on the culture, inspiring future generations of musicians.

Check out this case study. The singer, known under the pseudonym Oliver Anthony Music, had previously failed to achieve chart success. He wrote the social song "Rich Men North of Richmond," in which he addressed the problems of the US working class, such as low wages, high taxes, and inflation. The music video features him simply standing, playing the guitar, and performing his song. Within just a day, the song went viral on social media and soon reached number one on the Billboard Hot 100 chart. This demonstrates how relevant social issues can quickly gain popularity and resonate with a wide audience.

Currently, live music performance in the United States is gaining more popularity compared to studio recordings and computer sound processing. Listeners increasingly value sincere lyrics, moving away from the templates of rap culture, which often emphasizes showing off and self-promotion. This trend is actively supported by famous artists, among which Beyoncé's country album Cowboy Carter stands out, which has become a striking example of a return to an authentic sound and profound lyrics.

Post Malone joined the popular trend and released the album F-1 Trillion, consisting entirely of country songs. He has personal reasons for this choice - he is not just following fashion. Back in 2015, he tweeted: "When I turn 30, I'm going to be a country/folk singer." He turns 30 this year, which highlights his desire to express himself in a new musical direction.

Post Malone's Career Trajectory

Country music gained popularity around the time Malone began mastering guitar rhythms. Originally from Texas, he was fascinated by a variety of musical genres from a young age. In his memoir, he shares these experiences, emphasizing how the diversity of his musical interests influenced his work. Malone continues to bring elements of country into modern music, which makes his style unique and in demand.

I would sit at the computer and make a beat, then put on headphones and try to master the Metallica riff. Then I would pick up an acoustic guitar and learn to play Hank Williams's "Tear in My Beer". I would write compositions in the style of Hank Williams or Johnny Cash, overlaying them with 808 beats, and record my tracks. As a result, I created indie rock songs, combining different musical styles and elements.

Post Malone became known for hip-hop, but he has always emphasized his multi-genre nature. In 2015, when his first single, "White Iverson", was released, Malone stated on Twitter: "I'm not a rapper, I'm an artist. I can't be limited by genre or anything, I just make music that I like." This approach sets him apart from other artists and underscores his commitment to diversity in his musical output.

Malone soon followed a path similar to Drake, blending hip-hop and pop. Songs like "Circles" and "Chemical" showcased his mastery of guitar composition, but in recent years he has increasingly focused on pop. This direction is clearly evident in his two most recent albums, "Twelve Carat Toothache" and "Austin."

Malone's works, despite their creative ambition, turned out to be commercially unsuccessful, as they did not even receive platinum certification in America. While the album Twelve Carat Toothache brought three successful singles, in Austin there was only one. This created the impression that Malone's career was experiencing stagnation, and she needed new inspiration for further development.

The changes turned out to be successful. The song «I Had Some Help» from the new album, featuring Morgen Wallen, spent six weeks at number one on the Billboard Hot 100, marking the first time a song has held the number one spot on both the Billboard Hot 100 and Billboard's Hot Country Songs charts since its debut. Additionally, the songs "Pour Me a Drink" with Blake Shelton and "Guy for That" with Luke Combs also entered the top 20.

Charlie Handsome, Malone's main producer, plays a key role in his transition to country music. With an extensive background in hip-hop, he has collaborated with artists such as Drake, Travis Scott, and Young Thug. Handsom also produced the song "Go Flex" for Malone's debut album, Stoney. While he continues to work with rappers, he has developed new partners in country music, including Morgen Wallen, who has become a true chart-topper. Handsom and Wallen collaborate to create unique musical projects that attract the attention of listeners and critics.

Malone and Handsom quickly found common ground through their love of country music. Charlie shares his experience:

I've told people he's like Taylor Swift in reverse: starting his career as a rapper, then becoming a famous pop star, and eventually transitioning to country music. He has a deep knowledge of country music and can effortlessly cover songs by artists like Hank Williams Sr., even those written in 1954. His love of music and ability to remember lyrics make him a unique artist in the world of music.

What is the album F-1 Trillion about?

Post Malone's new album clearly demonstrates his passion for rock music. Although the compositions remain within the framework of country, they have a powerful guitar base, bright riffs and energetic choruses. This charge of energy continues even in more melodic tracks such as What Don’t Belong to Me and Goes Without Saying. The album demonstrates a unique combination of genres, which highlights the artist’s musical evolution and his ability to bring elements of rock to country.

Post Malone’s delivery has undergone significant changes in the track F-1 Trillion. In this work, he demonstrates unusual freedom in his vocals. Previously, his style was characterized by a pronounced vibrato, giving his voice a tremulous quality that perfectly complemented hip-hop's depressive themes, touching on antidepressants and luxury. However, this style of performance no longer fits the spirit of country music, which is rich with life and tells the stories of ordinary people. Now, Malone is adapting his style to new genre realities, allowing him to expand his audience and bring a fresh perspective to traditional musical themes.

Across 18 tracks, Malone explores a variety of country tropes, including those that at first glance seem at odds with his image. For example, in the song "Pour Me a Drink," he and Blake Shelton tell the story of an ordinary working man. In it, the hero faces work fatigue, disappointment at his favorite club, and betrayal by his girlfriend, which leads him to a bar where he tries to forget his sorrows over a glass of alcohol. This song highlights the contrast between Malone's wealth and the hardships of life that many listeners can relate to.

Malone evokes conflicting feelings in listeners: it seems he feigns poverty to attract attention and earn more. He owns a three-million-dollar Bugatti, while his lyrics describe how he "bent his back to keep up with the Joneses." However, it's worth noting that Malone didn't always live in luxury; he grew up in Texas and observed the lives of ordinary people. Thus, the sincerity of his songs depends on the perception of each listener. It is important to understand that his work can reflect both personal experiences and social realities that he faced throughout his life.

Photo: Ben Houdijk / Shutterstock

The track Losers clearly demonstrates how Malone uses folk themes harmoniously. The song tells the story of hard workers who have failed to achieve significant success, and even their prayers are not answered. However, in the chorus, "Losers" turns into an anthem for all losers and sinners, allowing everyone to relate to the song - even those who do not work a nine-to-five job in the American heartland. This makes the composition universal and relatable to a wide audience, emphasizing that anyone can face difficulties and failures in life.

The song also touches on Malone's personality. Despite his wealth and success, he can be considered a loser in a certain context. Throughout his career, he has had to constantly prove his belonging to hip-hop. His white race often called into question the sincerity of his passion for this musical culture. He fights the labels of cultural appropriation, striving to show that his work is sincere and unique.

The album I Had Some Help includes the track F-1 Trillion and other songs with a characteristic country sound. The album's central theme is the singer's struggle with his ex, who spreads rumors about him, even though she herself pushed him toward alcohol and reckless behavior. The song "Never Love You Again" is an emotional ode to heartbreak, reflecting on the situation when a relationship is nearing its end. Alcohol also plays a significant role in the composition of Dead at the Honky Tonk, emphasizing the overall atmosphere of the album.

The music is country, the approach is hip-hop

The album F-1 Trillion is pure country, devoid of hip-hop influences, but the rapper's style is clearly evident in it. Not only the musical component is important, but also the approach to self-representation. In the original version, consisting of 18 tracks, only three songs are performed without the participation of other artists. Later, in the deluxe version, Malone added nine solo tracks, but he focused mainly on collaborations with stars. Most of the songs feature collaborations with well-known country artists, many of whom are major figures in the American music scene.

Country is a genre that is distinguished by its individuality and deep personal coloring. It focuses on the artist's inner world, so even when country music features themes unrelated to personal feelings or drama, they still reflect community values, love for one's homeland, or patriotism, such as phrases about loving America. These themes are conveyed through the singer's own lens, making them even more authentic. This is why country music is often performed by solo artists who can express their emotions and thoughts most vividly. Country remains one of the most personal genres, allowing listeners to immerse themselves in the unique world of each artist.

Hip-hop utilizes a unique presentation strategy that differs from other musical genres. Although rappers may appear to be focused solely on themselves and their achievements, they are actually much more integrated into the local community. Many artists form groups based on regional or ideological affiliation. An important aspect of hip-hop is that a rapper's status is determined not only by their lyrics and charisma, but also by the network of connections and acquaintances they have built. This network is expressed in collaborative tracks, where the presence of famous artists underscores the performer's elevated status. Thus, collaborations with other musicians and participation in collaborative projects become indicators of success and recognition in hip-hop culture.

The tracklist for F-1 Trillion highlights the contrast between self-expression in hip-hop and country. Post Malone attempts to demonstrate that his transition to the new genre is more than just a passing fancy for a star seeking novelty. He intends to secure his status as a significant figure in country music, using the approach traditional in rap culture - relying on the authority of other artists.

Screenshot: Post Malone

Post Malone uses Post Malone employs a variety of methods to conquer country music. One striking example is his performance in Nashville, considered the capital of country music in the mid-20th century. In this unusual format, he performed in the back of a truck, with speakers installed and the audience treated to beer. Despite such creative approaches, the album remains the pop star's primary tool, allowing him to showcase his ambitions and musical achievements. To confirm his mastery of the genre, Post Malone invites a wide variety of guests to participate in his album, which highlights his versatility and desire for musical experimentation.

The most current megastars: Morgan Wallen, Luke Combs. If you examine the final list of the best singles on Billboard for 2023, you will notice that these two were more successful than many pop stars. Especially Wallen, who topped the list and is now almost more popular in the US than Taylor Swift.
Absolute legends of all time: Dolly Parton, one of the most important women in the history of country music, as well as Hank Williams Jr. - whose songs Malone learned as a child.
Somewhat less successful, but still very popular artists - not only in the country scene, but also on the all-American stage. Among them is Chris Stapleton.
More local and fairly young artists (for country, 30 is just the beginning): Billy Strings, Laini Wilson, Ernest, Sierra Ferrell.
Experimenters close in spirit to Post Malone: Jelly Roll, who records both country and hip-hop, and Hardy, who combines country with metal.
Status celebrities from the generation of the nineties and noughties: Tim McGraw, Blake Shelton, Brad Paisley.

The song I Had Some Help demonstrates the success of Malone's strategy, at least in the short term. The question of whether the album will become a classic of country or pop music will remain open and only time will tell. Nevertheless, it is already safe to say that Malone has revitalized his career, refreshing his work with new ideas and directions. It will be interesting to follow how he will develop further and what musical horizons he will discover for himself in the future.

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