Classic hip-hop poised to be the next big format in radio

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With the onset of technologies such as satellite radio and streaming music services, traditional broadcast radio has been on a constant search for something new to maintain its viability and make sure it’s able to compete with the ever changing ways people listen to music.

According to a recent New York Times article, the new blood needed to pump some life into the declining radio outlet may that of classic hip-hop.

Houston radio station KROI-FM aka Boom 92 has been somewhat of a catalyst in showcasing the format’s ability to draw an audience. Having switched to the classic hip-hop format two months ago, Boom’s audience share jumped from 245,000 to 802,000 with an additional jump in the Nielsen ratings as well.

Boom 92 is owned by Radio One and its success after switching over has drawn the attention of radio foes iHeartMeda and Cumulus Media, who have taken note and began adopting the format with some of their stations.

The classic hip-hop format plays some of the genre’s most endearing hits from the 70s, 80s and 90s by artist such as Salt N Pepa, LL Cool J, 2Pac, Notorious B.I.G. among others.

Philadelphia, Dallas, and Atlanta are three of the latest major market cities to have a station add the format and analysts say that more are on the way.

TJ Armour
TJ Armour

"I'm not a biter, I'm a writer for myself and others."



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