Classic Hip Hop
   HOME

TheInfoList



OR:

Classic hip hop is a music
radio format A radio format or programming format (not to be confused with broadcast programming) describes the overall content broadcast on a radio station. The radio format emerged mainly in the United States in the 1950s, at a time when Radio broadcasting, ...
focusing primarily on
hip hop music Hip-hop or hip hop (originally disco rap) is a popular music Music genre, genre that emerged in the early 1970s from the African Americans, African-American community of New York City. The style is characterized by its synthesis of a wide r ...
from the 1980s, 1990s, and the early to mid-2000s. Although stations with such a format date back as far as 2004, the format was first popularized in October 2014, after Radio One dropped a poorly performing
news radio All-news radio is a radio format devoted entirely to the discussion and broadcast of news. All-news radio is available in both local and radio syndication, syndicated forms, and is carried on both major US satellite radio networks. All-news sta ...
format from its Houston station
KROI KROI (92.1 FM broadcasting, FM) is a radio station serving the Greater Houston market. It is licensed to Seabrook, Texas and owned by the Spanish Broadcasting System. The station's studios are located in Greenway Plaza and the transmitter i ...
in favor of classic hip-hop. After attracting a dramatic increase in ratings, Radio One began to emulate the station's format and branding in other markets. At the same time, other major radio broadcasters began to introduce classic hip-hop stations in selected markets.


Format and targeting

Doug Abernethy, general manager of Radio One's Houston stations, described the classic hip hop format as a parallel to the
classic rock Classic rock is a radio format that developed from the album-oriented rock (AOR) format in the early 1980s. In the United States, it comprises rock music ranging generally from the mid-1960s through the early-1990s, primarily focusing on comm ...
and classic country formats: these stations focus primarily on
hip hop music Hip-hop or hip hop (originally disco rap) is a popular music Music genre, genre that emerged in the early 1970s from the African Americans, African-American community of New York City. The style is characterized by its synthesis of a wide r ...
from the 1980s, 1990s, and early 2000s, featuring artists such as
2Pac Tupac Amaru Shakur (; born Lesane Parish Crooks; June 16, 1971 – September 13, 1996), also known by his stage names 2Pac and Makaveli, was an American rapper and actor, regarded as one of the greatest and most influential rappers of all tim ...
,
De La Soul De La Soul ( ) is an American hip hop music, hip hop group formed in the village of Amityville on Long Island, New York (state), New York in 1988. They are best known for their eclectic sampling, eccentric lyrics, and contributions to the evoluti ...
, Mike Jones,
LL Cool J James Todd Smith (born January 14, 1968), known professionally as LL Cool J (short for Ladies Love Cool James), is an American rapper and actor. He is one of the earliest rappers to achieve commercial success, alongside fellow new school hip ho ...
,
Ludacris Christopher Brian Bridges (born September 11, 1977), known professionally as Ludacris (, spoken as "ludicrous" in American English), is an American rapper and songwriter. Born in Champaign, Illinois, Ludacris moved to Atlanta, Georgia, at age ...
, The Notorious B.I.G., Queen Latifah, and
Salt-N-Pepa Salt-N-Pepa (sometimes stylized as Salt 'N' Pepa) is an American hip-hop, hip hop group formed in New York City in 1985, that comprised Salt (rapper), Salt (Cheryl James), Pepa (rapper), Pepa (Sandra Denton), and DJ Spinderella (Deidra Roper). ...
. Some stations may include small amounts of R&B in their playlists as well. Classic hip-hop stations are aimed primarily at listeners between the ages of 25 and 44; Tommy Boy Records founder Tom Silverman explained that hip hop had "entered the realm of credible nostalgia", going on to say that "I'm sure there are kids now who think '' 3 Feet High and Rising'' by De La Soul is a rite of passage, just like
Led Zeppelin Led Zeppelin were an English rock music, rock band formed in London in 1968. The band comprised vocalist Robert Plant, guitarist Jimmy Page, bassist-keyboardist John Paul Jones (musician), John Paul Jones and drummer John Bonham. With a he ...
is". The format also appeals to listeners who may not enjoy contemporary hip-hop:
iHeartMedia iHeartMedia, Inc., or CC Media Holdings, Inc., is an American mass media corporation headquartered in San Antonio, Texas. It is the holding company of iHeartCommunications, Inc., formerly Clear Channel Communications, Inc., a company founded by ...
senior vice president Doc Wynter explained that "hip-hop back then was about telling a story about your struggle and your family's struggle. Now the reigning hip-hop king is a multiracial guy from Toronto who did not struggle."


History


Origins

The classic hip-hop format dates back to 2004, when KZAB, a Spanish-language FM station serving the Los Angeles area, was re-launched as
KDAY KDAY (93.5 FM, "93.5 KDAY") is a radio station that is licensed to Redondo Beach, California and serves the Greater Los Angeles area. The station is owned by Meruelo Media and airs a classic hip hop format. The station's studios are locate ...
. The re-launched station served to capitalize on the heritage of the original KDAY on the AM dial (now
KBLA KBLA (1580 AM) is a broadcast radio station in the United States. Licensed to Santa Monica, California, KBLA serves the Greater Los Angeles area. The station is owned by Multicultural Broadcasting, through licensee Multicultural Radio Broad ...
), which in the 1980s was the first radio station in the United States to play hip-hop music on a full-time basis. After the station's sale to Fred Sands in 1991, the station dropped hip-hop and switched to business news. The new KDAY originally focused primarily on classic hip-hop music: over the following years, it backtracked on its gold-based format, before reinstating it in 2009. The station's initial success was hampered primarily by its signal, which did not cover all of
Greater Los Angeles Greater Los Angeles is the most populous metropolitan area in the U.S. state of California, encompassing five counties in Southern California extending from Ventura County in the west to San Bernardino County and Riverside County in the eas ...
(a rebroadcaster,
KDEY-FM KDEY-FM (93.5 MHz, "93.5 KDAY") is a commercial radio station that is licensed to Ontario, California, and serves the Inland Empire area. The station is owned by Meruelo Radio Holdings Ltd. and broadcasts a classic hip hop format. The KDEY-FM ...
, was also established to improve the station's reach in the
Inland Empire The Inland Empire (commonly abbreviated as the IE) is a metropolitan area and region inland of and adjacent to coastal Southern California, centering around the cities of San Bernardino and Riverside, and bordering Los Angeles County and Or ...
), along with the music itself, as hip-hop music from the 1990s was not yet nostalgic to listeners. However, the new KDAY still enjoyed a cult following: after it was announced that KDAY would be acquired by the Meruelo Group, owners of Spanish-language television station KWHY-TV, it was speculated that the station would drop hip-hop and revert to a Spanish-language format to complement KWHY-TV. Following the establishment of a "Save KDAY" campaign on
Facebook Facebook is a social media and social networking service owned by the American technology conglomerate Meta Platforms, Meta. Created in 2004 by Mark Zuckerberg with four other Harvard College students and roommates, Eduardo Saverin, Andre ...
led by Dr. Dre (who was among the artists popularized by the original KDAY), the station's new owners confirmed that they would maintain the hip-hop format, citing the "value" of the KDAY brand, along with plans to broaden the station's audience to include
Hispanic The term Hispanic () are people, Spanish culture, cultures, or countries related to Spain, the Spanish language, or broadly. In some contexts, Hispanic and Latino Americans, especially within the United States, "Hispanic" is used as an Ethnici ...
listeners.


Mainstream adoption

On October 13, 2014, after having dropped a low-rated
all-news radio All-news radio is a radio format devoted entirely to the discussion and broadcast of news. All-news radio is available in both local and radio syndication, syndicated forms, and is carried on both major US satellite radio networks. All-news sta ...
format five days prior in favor of all-
Beyoncé Beyoncé Giselle Knowles-Carter ( ; born September 4, 1981) is an American singer, songwriter, actress, and businesswoman. With a career spanning over three decades, she has established herself as one of the most Cultural impact of Beyoncé, ...
music as a
stunt A stunt is an unusual, difficult, dramatic physical feat that may require a special skill, performed for artistic purposes usually for a public audience, as on television or in theaters or cinema. Stunts are a feature of many action films. Befo ...
, the Houston radio station
KROI KROI (92.1 FM broadcasting, FM) is a radio station serving the Greater Houston market. It is licensed to Seabrook, Texas and owned by the Spanish Broadcasting System. The station's studios are located in Greenway Plaza and the transmitter i ...
, owned by the urban-oriented radio group Radio One, launched a classic hip-hop format branded as "Boom 92". Radio One stated that the format was the first of its kind among major-market stations in the United States, and would serve to complement its other urban-oriented music stations in the market. Listenership of the new format saw a dramatic improvement over its previous all-news format: the following month, KROI improved its audience share of 0.9, 26th place among Houston stations, to 3.2, 14th place in the market. In response to its success, Radio One began to flip further stations to the Boom format and brand, including Philadelphia's
WPHI-FM WPHI-FM (103.9 MHz) is a commercial radio station city of license, licensed to Jenkintown, Pennsylvania, and serving the Philadelphia metropolitan area. The station is owned by Audacy, Inc., simulcasting an all-news radio radio format, format wi ...
and Dallas' KSOC. At the same time, other station groups, including
iHeartMedia iHeartMedia, Inc., or CC Media Holdings, Inc., is an American mass media corporation headquartered in San Antonio, Texas. It is the holding company of iHeartCommunications, Inc., formerly Clear Channel Communications, Inc., a company founded by ...
, Cumulus Media, Univision Radio, and
Cox Media Group CMG Media Corporation (doing business as Cox Media Group) is an American media conglomerate principally owned by Apollo Global Management in conjunction with Cox Enterprises, which maintains a 29% minority stake in the company. The company p ...
, began to slowly introduce classic hip-hop formats of their own. In November 2014, WTZA became the first station in the
Atlanta Atlanta ( ) is the List of capitals in the United States, capital and List of municipalities in Georgia (U.S. state), most populous city in the U.S. state of Georgia (U.S. state), Georgia. It is the county seat, seat of Fulton County, Georg ...
market to adopt classic hip-hop; a few days later, both Cumulus Media's W250BC and Radio One's W275BK flipped as well, with the latter using the Boom branding. Some stations, over the 2014 holiday season, shifted towards classic hip-hop as a temporary format. Edison Research analyst Sean Ross compared the growth of classic hip-hop to the emergence of
classic rock Classic rock is a radio format that developed from the album-oriented rock (AOR) format in the early 1980s. In the United States, it comprises rock music ranging generally from the mid-1960s through the early-1990s, primarily focusing on comm ...
, which came during a similar youth-oriented shift in mainstream rock towards
glam metal Glam metal (also known as hair metal or pop metal) is a subgenre of heavy metal music, heavy metal that features pop music, pop-influenced Hook (music), hooks and guitar riffs, upbeat arena rock, rock anthems, and slow Sentimental ballad#Powe ...
bands and
grunge Grunge (sometimes referred to as the Seattle sound) is an alternative rock Music genre, genre and subculture that emerged during the in the U.S. state of Washington (state), Washington, particularly in Seattle and Music of Olympia, Washington, O ...
. KROI's success was short-lived; by December 2016, it had fallen back towards a 1.4 share. In January 2017, KROI would drop its classic hip-hop format in favor of
contemporary hit radio Contemporary hit radio (CHR, also known as contemporary hits, hit list, current hits, hit music, top 40, or pop radio) is a radio format common in many countries that focuses on playing current and recurrent popular music as determined by the Top ...
.


List of stations airing the format


Satellite radio stations

*
LL Cool J James Todd Smith (born January 14, 1968), known professionally as LL Cool J (short for Ladies Love Cool James), is an American rapper and actor. He is one of the earliest rappers to achieve commercial success, alongside fellow new school hip ho ...
's Rock the Bells Radio -
SiriusXM Sirius XM Holdings Inc. is an American broadcasting corporation headquartered in Midtown Manhattan, New York City, that provides satellite radio and online radio services operating in the United States. The company was formed by the 2008 merge ...


Networks

*Classic Hip-Hop - operated by Westwood One


List of former stations airing the format


See also

* List of music radio formats *
Old-school hip-hop Old-school hip hop (also spelled old skool) (also known as disco-rap) is the earliest commercially recorded hip hop music and the original style of the genre. It typically refers to the music created around 1979 to 1983, as well as any hip hop t ...
* Golden age hip hop *
Urban Contemporary Urban contemporary music, also known as urban music, urban pop, or just simply urban, is a music radio format. The term was coined by New York radio DJ Frankie Crocker in the early to mid-1970s as a synonym for Black music. Urban contemporary r ...
* Urban Adult Contemporary * Rhythmic AC


References

{{reflist, 30em History of hip-hop Radio formats