QUEENS OF R&B
Kehlani, Jhené Aiko, Teyana Taylor + Summer Walker
In an October Billboard round table discussion, singers Kehlani, Jhené Aiko, Teyana Taylor, and Summer Walker each offered their take on the state of soul music. The four discussed their definitions and how it has permeated different genres.
Cover artist Jhené Aiko mentioned that there are “different sounds” in R&B that reflect other genres. Rappers, for example, have done more love and sexy songs. You probably wouldn’t have heard that from a straight-up rapper back in the day. (Gone are the days when LL Cool J and Ja Rule were the exceptions. Hello Drake.) The new-age artists, and hip-hop artists, offer music that is now categorized as pop music.
In one vain, it creates a sound that reaches a big audience. In another, the emphasis on multi-genre songs has taken away the essence of traditional soul music. “It seems the only songs from me that do super good on the radio are those that are more upbeat,” said Summer Walker. “I’ll also hear other songs from us and others that are slower, very heartfelt, and a lot of people will fuck with them. But it seems like if you can’t shake your ass to the song, then it won’t do what it should do.”
Between the radio plays as well as the features, R&B has played second fiddle since rap arrived. And with streaming setting the world ablaze, a gap formed between the two. Over the past decade, new music from artists including Frank Ocean and Rihanna, have simultaneously faded away from the public.
According to the Nielsen Music/MRC Data, R&B fell to a near 2/3rd deficit in market shares to its hip-hop counterpart. Yet, with the help of female artists, like Taylor, Walker, et al., R&B has steadily climbed up over the past year.
In 2020, R&B had a market share of more than 7% of overall album consumption units, increasing nearly 5% from its shares last year. By comparison, hip-hop is at about 19%, but growing less than one percent in the same span.
The struggle for soul music has been apparent, but with 14 releases reaching number one, it’s a sign of great things to come. And with nine coming from female artists, it offers the need to give them their flowers, as there’s a revitalized market for the soul seekers.
In the end, soul music is their truth and will always be in style. As Teyana Taylor stated: “R&B is always going to be the most real bitch in the world.”
