Trend Alert: RapCaviar

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Trend Alert is a new series here on the Voxburner blog, introducing you to the latest brands, products and services that are trending with 16-24s.

In the US, 2017 has seen the breakthrough of many new hip-hop stars, including Migos and Lil Uzi Vert, while acts such as Post Malone and G-Eazy went from strength to strength. While radio play used to be key in launching new rap hits, record labels are now relying on a different kind of playlist to break the next big thing in hip-hop… one playlist in particular, called RapCaviar.

RapCaviar is the second biggest playlist on Spotify, with 8.5 million subscribers, which means that if an artist’s song is added to the list, it can achieve millions of plays within a week - even if that artist was previously unknown. The playlist is curated by one Spotify employee, Tuma Basa, who has quickly become one of the most influential people in the music industry, simply because of his control over RapCaviar.

In recent months, RapCaviar has become more than just a playlist - it’s a brand. It is a popular platform for artists to premiere their new music videos, and there was even a series of RapCaviar live concerts in the US, featuring some of the acts that have dominated the playlist this year. The success of the playlist has had an impact on the Billboard charts, where streaming data is counted alongside sales and radio play. Marketers working in other music genres will certainly be looking at RapCaviar for inspiration of how to embrace streaming and launch new music stars in 2018.

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