Specifically, over 5% of men and over 3% of women attend rap concerts. According to the same survey and in relation to gender, alternative music genres, especially rap/hip-hop, electronic and hard rock, seem to attract more male spectators to live music concerts. This is followed by electronic, hard rock and jazz music, although attendance in these genres decreased slightly between 20. In this regard, live concert attendance for rap/hip-hop music, which is one of the non-mainstream music genres, has increased in recent years, specifically by 1.3% since 2010, according to the 2018–2019 Survey of Cultural Habits and Practices (SCHP) conducted by the Spanish Ministry of Culture and Sport. Literature has recently shown abundant research into the issue of music consumption and preferences, and this has been complemented by official reports about participation in both live and recorded music. KeywordsĪlthough music has been around for thousands of years, we are still far from knowing what exactly attracts us to it, as Schäfer and Sedlmeier ( 2010) stated. In addition, the identification of three clusters (involved, apathetic and hedonists), including both women and men, leads us to suggest that the gender gap in rap/hip-hop consumption is closing.
Only knowledge, which has not been as extensively studied, seems to be different between men and women, with this factor being slightly higher for the former. Results show that rap concert attendees’ satisfaction and interest in this kind of music are high, irrespective of gender. An exploratory survey was conducted to obtain an insight into rap/hip-hop consumption and appreciation by gender. To frame this analysis, literature on music consumption, specifically in relation to gender and rap as an alternative music genre, has been reviewed from different approaches. It would therefore seem to be pertinent to analyse this new trend, not only as a question linked to gender studies but also to marketing decision-making for the music industry, which is struggling to attract new audiences, a factor compounded in the pandemic. However, data on the consumption of this genre in recent years shows a relevant increase in the number of women interested in this type of music. Some music genres have traditionally and mainly been consumed by men.
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