From The Bronx to Berlin: Universal Inside Celebrates 50 Years of Hip-Hop

At 50, hip-hop is “as fresh, in demand and modern as ever,” declared Frank Briegmann, chairman and CEO of Universal Music Central Europe and Deutsche Grammophon. He said this to open the Sept. 7 event Universal Inside, the annual label showcase that this year was “Dedicated to hip-hop” in honor of the genre’s 50th anniversary. Example No. 1 was the night’s first performance, from Kontra K, a German rapper who performed “Für die Himmel durch die Hölle” (For Heaven through Hell) and “Summertime,” a No. 1 hit that samples Lana Del Rey’s “Summertime Sadness.”

German-language rap, the very concept of which would have been hard to imagine in the 1970s Bronx, is now the country’s most popular genre.

After the rapper badmómzjay performed, Briegmann spoke about the vitality of hip-hop, as well as the state of the music business in Germany. To mark hip-hop’s anniversary, Briegmann announced that Universal will release the collection Hip-Hop At Fifty (50 Jahre Hip-Hop), plus reissue classic albums like LL Cool J’s Radio and Eazy-E‘s Eazy-Duz-It, and put out vinyl box sets dedicated to Eric B. & Rakim and Public Enemy. At this point, of course, Universal Germany also has its own roster of Deutschrap stars, including Kontra K, badmómzjay, Sido, Luciano, Chapo102 and DJ Desue — all of whom performed later in the evening.

Briegmann also spoke about the more technical parts of the business, including the idea that there are more places than ever where labels can connect artists with fans – including smart automotive audio systems, fitness machines and metaverse platforms.

“We have gone from being labels to architects and builders of these integrated worlds,” he said. “Together with our artists, we create experiences that go far beyond pure audio consumption.”

One will be Universal’s “YOUniverse,” an interactive platform developed by Universal Music Central Europe that does not seem to exist yet in the U.S.

The music industry’s potential could still be limited, Briegmann said. He spoke about how the “value gap,” which labels and industry groups once invoked to point out that user-upload platforms like YouTube paid less than Spotify and Apple Music, still applied to short-form-video platforms. In the case of YouTube, he said, negotiations eventually led to fairer pay-outs – and he was hopeful the same would happen with these newcomers.

Briegmann also spoke about how artificial intelligence would affect the music business, including Universal’s recent deal with YouTube to develop AI technologies and protect artists from their misuse. The new technology is here to stay, and “we are united by the desire to view and develop AI tools from an artist’s perspective,” Briegmann said. “At the heart of our shared vision is the goal to build a safe, responsible and profitable ecosystem for music and video content.”