Why Streaming Has Made It Harder for R&B Artists to Blow Up
What’s next for Rnb?
If you’ve been an R&B fan for a while, you probably remember when new albums felt like an event. You’d rush to buy a CD, play it on repeat, and let the music sink into your soul. Now? Everything is on-demand, and while that sounds convenient, it has also made it much harder for R&B artists to truly break through.
Streaming changed the game for the music industry in ways both good and bad. On one hand, it has allowed more artists to put their music out independently, without needing a label’s blessing. But on the flip side, the very structure of streaming favors viral hits and quick consumption, making it harder for R&B to thrive in the mainstream.
From Album Sales to Streams: The Struggle to Make an Impact
Not too long ago, an artist’s success was measured by how many albums they sold. Fans had to physically go to a store, buy the album, and listen to it in full. That kind of investment built real artist loyalty and long-term careers. But with streaming, success is measured in numbers that don’t always reflect true fan support.
For example, 1,500 streams count as one album sale. That means someone could casually play an R&B album in the background and barely register it—meanwhile, a TikTok-fueled rap song that racks up repeat plays can dominate the charts. This shift makes it tough for R&B artists, whose music is often meant to be experienced deeply rather than skimmed through.
The Playlist Problem: R&B Gets Pushed to the Side
One of the biggest ways people discover music today is through curated playlists on platforms like Spotify, Apple Music, and Tidal. These playlists are powerful—if you land on the right one, your streams can skyrocket overnight. But if you don’t? Good luck getting heard.
Here’s the problem: Hip-hop, pop, and dance music tend to dominate streaming playlists, often leaving R&B in the background. Even R&B artists with undeniable talent struggle to get featured, and if they do, it’s often in the chill vibes or bedroom playlist categories rather than the mainstream slots that push pop and hip-hop.
And let’s be real—how many times have you seen an “R&B” playlist that barely includes actual R&B? Instead, you’ll find pop songs with a little soul influence, but not the kind of vocal-driven, emotionally rich music that defines the genre.
Short Attention Spans vs. R&B’s Emotional Depth
Another challenge? The way people consume music now is completely different. We’re in the era of TikTok and Instagram reels, where 15-second snippets decide whether a song will blow up. But R&B is built on storytelling, vocal runs, and slow-burning grooves.
Take someone like Jazmine Sullivan—her voice is pure magic, but her music isn’t made for quick consumption. You need time to sit with it, feel the lyrics, and let it move you. Meanwhile, pop-leaning artists who incorporate just a touch of R&B get the advantage because their music is easier to digest in short clips.
That’s not to say R&B artists can’t go viral—look at how Summer Walker and SZA found success. But they’re the exception, not the rule. And even when they do make it, they often have to blend hip-hop aesthetics into their branding just to stay visible.
Streaming Pays Pennies—And R&B Artists Feel It the Most
Let’s talk money. Streaming doesn’t pay well—at all. To put it in perspective, Spotify pays artists roughly $0.003 to $0.005 per stream. That means an artist needs millions of streams just to make what they once could from selling a few thousand CDs.
For R&B artists, who already get less playlisting and fewer viral moments, this is a huge hurdle. If you’re an independent R&B singer grinding to make a living, streaming alone won’t cut it. Compare that to pop acts with huge marketing budgets or hip-hop artists who can drop mixtapes and instantly go viral, and you see the imbalance.
Hip-Hop’s Influence: A Gift and a Challenge for R&B
It’s no secret that R&B and hip-hop have been intertwined for decades. From Mary J. Blige and Jodeci in the ‘90s to today’s rap-sung hybrids, the two genres fuel each other. But in the streaming era, hip-hop’s dominance has made things harder for R&B artists.
Streaming services push hip-hop-heavy playlists, and many labels expect R&B artists to add rap elements just to stay relevant. This has blurred the lines between the genres, making it tougher for traditional R&B singers to stand out. While artists like Brent Faiyaz and Giveon have carved out lanes, many others get lost in the mix unless they feature a rapper or lean into trap production.
How R&B Artists Can Still Win in the Streaming Era
It’s not all bad news, though. Some R&B artists are thriving, and their strategies offer a blueprint for others:
1. Build a Loyal Fanbase Beyond Streaming Streaming helps get exposure, but artists need to focus on direct fan engagement. That means selling merchandise, doing live shows, and offering exclusive content through platforms like Patreon or Bandcamp. Artists like Tinashe have built cult followings by staying close to their fans.
2. Use Social Media to Your Advantage While R&B isn’t always TikTok-friendly, artists can still find creative ways to use social media. Whether it’s posting acapella covers, sharing songwriting processes, or interacting with fans, visibility matters. Summer Walker’s raw, unfiltered Instagram presence helped her connect deeply with listeners.
3. Own Your Music and Go Independent Major labels often prioritize rap and pop, so more R&B artists are going independent. Platforms like UnitedMasters and DistroKid let artists release music without label interference. While it’s harder work, it means more control—and more money going directly to the artist.
4. Encourage Fans to Support in Meaningful Ways If you love R&B, you can help by buying albums (yes, even digital ones), attending concerts, and streaming intentionally. Word-of-mouth still matters, so sharing your favorite underrated R&B artist goes a long way.
The Future of R&B in a Streaming World
R&B isn’t dead—it’s just navigating a new landscape. The genre has always been about evolution, and while streaming presents challenges, it also offers opportunities. As long as artists stay true to their craft and fans continue to support in real ways, R&B will remain the heartbeat of modern music.
So, what do you think? Have you noticed how streaming has changed R&B’s visibility? And more importantly, which R&B artists do you think deserve way more recognition? Let’s talk about it!
Thomas, J. (2023, February 10). Why R&B is still fighting for space on streaming playlists. Rolling Stone. https://www.rollingstone.com/music/music-features/rb-playlists-streaming-fight-1234689/
Spotify for Artists. (n.d.). How Spotify royalties are calculated. Spotify. https://artists.spotify.com/help/article/how-we-pay-royalties
Jenkins, C. (2022, August 30). The real cost of going viral on TikTok. Complex. https://www.complex.com/music/tiktok-music-virality-impact