Now Spinning: Black Music Is Bringing the Heat This Winter

Black music doesn’t just keep up with culture, it’s transforming it—from blurring lines, to redefining the mainstream, to introducing new subgenres. Just think of Kendrick Lamar, who became the first-ever solo rapper in history to headline the Super Bowl halftime show, a performance that has historically been dominated by pop music. And female artists are making waves in the male-led rap genre, like Doechii becoming the third woman in history to win a Grammy for Best Rap Album. And while country music artists are primarily white, artists like Beyoncé and Shaboozey are reshaping the genre and shattering records in the process. 

Music is an all-in-one language and gateway to culture for Black listeners. In fact, 60% of Black listeners say music is a part of who they are, and 46% say they couldn’t get through the day without music. Investing in Black audiences and including diverse music in your campaigns builds connections with Black consumers and their $2.1T in buying power (and growing). As we celebrate the fast-approaching Black History Month, take your campaign to new heights by featuring top genres like hip hop and R&B and rising subgenres like kompa and Afro House.

Here’s a look at the top stations with Black listeners on Pandora—the destination for diverse listeners and brands alike to move to the beat and find their rhythm. 

The Trending Stations for This Winter’s Soundtrack

This winter and beyond, Black music has a permanent spot in our playlists. Here’s a glimpse of the soundtracks to bookmark, the stations to sponsor, and the new genres to watch out for. 

Curate a Modern Playlist with Today’s R&B and Hip Hop Hits

R&B and hip hop have earned the title of the #1 genres for Black listeners, generating over +$15B annually. You don’t have to pick between R&B and hip hop listeners, get the best of both with this station that seamlessly brings together both genres, reaching a force of 56M listeners.

Find today’s most-loved artists on the station, including Kendrick Lamar, SZA, Kali Uchis, Ella Mai, and Cardi B. Some of the biggest names on this station have had banner years—from Cardi B seeing a +8.2M increase in artist listening across all stations in the month of her new album release to Kendrick Lamar being the #1 artist with Black listeners on Pandora.

Get in Your Feels with R&B Love Songs

R&B and love songs go together like a Kendrick Lamar and SZA collaboration or a jazz soundtrack and holiday get-together. Combining slower beats with heartfelt lyrics, R&B Love Songs features artists like Daniel Caesar, H.E.R., Jhené Aiko, Khalid, and Ne-Yo—reaching a whopping 39M listeners who are setting the mood.

Taking a Trip down Memory Lane with 90s R&B

There’s always that listener who believes that music isn’t made like it used to be, or those who need to routinely balance out modern hits with throwback tunes. They’re in good company here at Pandora, where 84% of listeners say nostalgic music brings them comfort and peace of mind, and 46% say that music from past decades resonates more with them than current hits.

Target audiences who are in the mood for some nostalgia and old memories with 90s R&B. Holding the crown as the #1 editorial station on Pandora among Black consumers, this station reaches 27M listeners and features artists like Aaliyah, Coolio, Tyrese, and Mary J. Blige.

Head Bopping to the Beats of 2000s Hip Hop

2000s Hip Hop is the fourth most popular editorial station on Pandora among Black listeners. This station reaches an audience of 26M, which would be the equivalent of approximately over a decade’s worth of BET Awards viewership. Featuring some of the biggest artists and songs from 2000-2009, you can target users listening to T.I., Akon, Nelly, 50 Cent, Ludacris, and more. 

Hitting the High Notes with Smooth Jazz

Jazz is a key ingredient in Black music (and culture), originating from the Black community and influencing genres like R&B, soul, hip hop, and more. Find leading artists on Smooth Jazz, featuring Kirk Whalum, Boney James, Marion Meadows, Norman Brown, the Jazzmasters, and many more. The station reaches 17M listeners, the equivalent of selling out the Apollo Theater in NYC every night for nearly two decades.

Hint: This isn’t the only jazz station you can find on Pandora. Dig into other themes like Smooth Jazz Christmas, Smooth Jazz Instrumentals, and Smooth Jazz Cocktail Hour. 

Reliving the Old Days with 2000s R&B

Get a taste of nostalgia with 2000s R&B, featuring songs that ushered in the millennium. As the second most popular editorial station on Pandora with Black listeners, it reaches 16M listeners. Listen to hits like Usher’s “U Got It Bad,” Ne-Yo’s “So Sick,” and Alicia Keys’ “If I Ain’t Got You.” 

Staying on Trend with New Hip Hop

Hip hop reigns as the #1 streaming genre in the US, so it’s no wonder that over 8M listeners tune in to this station to find the latest albums and their next favorite track to play on repeat. After all, to hip hop lovers, music is a companion that’s embedded in daily life—one in two hip hop fans say they couldn’t get through the day without music, and one in four of them say music makes them feel less alone.

New Hip Hop is updated weekly to reflect the latest in the genre, and you can find today’s biggest headliners and hitmakers on the station: A Boogie Wit Da Hoodie, Lil Baby, Young Thug, and Coi Leray. 

Find Your Rhythm with Kompa

Kompa is one of the many subgenres of Black music on the rise, seeing a +28% YoY growth. Known as the modern dance music of Haiti, it’s characterized by smooth, rhythmic beats blending African, European, and Caribbean influences. Look out for these top hitmakers on this Pandora station: Kaysha, Alan Cavé, Zo Konpa, Mikaben. The station currently sets the tone for 184K listeners.

Bring down the (Afro) House

Afro House is a subgenre of house music that blends deep house grooves with elements drawn from traditional and contemporary African music—known for its soulful energy, hypnotic beats, and cultural richness. While this station has a more modest reach of 65K listeners, the subgenre has seen a +45% YoY growth, making it one to watch. Tune in to artists like Caiiro, Ralf Gum, Black Coffee, and Osunlade. 

Think Beyond R&B and Hip Hop

While R&B and hip hop are widely popular among Black listeners, they aren’t the only avenues of reaching them. In fact, Black listeners on Pandora tune in to over eight genres on average, and they’re spending 178M hours on Pandora listening to old favorites and finding their newest obsession. As you build connections with Black listeners through music, don’t limit your campaigns to a single category. Reach them through other genres, like the Black-dominated Afrobeats and Amapiano, or ever-evolving country and rock. 

Celebrate the Depths of Black Music

It’s worth repeating (and maybe even engraving): Black music is dominating the charts with Black listeners leading the charge. We’re your gateway to Black music lovers, with a reach of 9M Black listeners on Pandora. Whether you’re looking to sponsor a popular Pandora station or target Black listeners by artist or genre, we have the right platform, audience, and advanced targeting solutions for it all. 

Ready to celebrate Black History Month sonically? Let’s chat. 

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