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Grime Pays: Why you need to know about the next big thing in music

Laura  Barnes
Grime Pays: Why you need to know about the next big thing in music

Grime has been dubbed the “most potent genre since Britpop” by Spotify UK’s new senior editor of content programming.

Speaking recently about grime to MI Pro sister publication Music Week, Austin Daboh said: “You have the perfect storm of artists reaching their creative prime, a fertile audience and gatekeepers who understand millennial youth culture.

“Mix this together with a few other factors and you have the most potent British genre since Britpop.”

The genre has been whittling away for the past 15 years or so, but it’s now starting to break into the mainstream. For example, there have been several grime releases that have made it into the top 10 album charts and the likes of grime artist Skepta and Kano (pictured) have had albums shortlisted for this year’s Hyundai Mercury Music Prize.
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So what does this mean for the wider music industry?

Well, there’s no denying that the rise of Britpop inspired a generation of kids to pick up guitars, write songs about beer and practice their best Gallagher strut.

But apart front starting their own bands, these young musicians were drawn to brands that were quick to get in on the Britpop bandwagon. And according to Daboh, we’re about to see that happen again, this time with grime.

“The level of business acumen in grime has risen, creating more success stories for the mainstream to buy into. Grime has turned into a self-sufficient industry with its own income streams. Corporations want a piece of whatever pie is hot, and no pie is hotter than grime,” he said.

So if you’re an MI retailer or brand thinking about what your next campaign or promotional material might look like, perhaps it’s worth showing you’re up-to-date with the latest music trends by adding a bit of grime to your life.

Tags: music week , Opinion , Grime , britpop , Kano

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