Since its emergence in the United States in the 1970s, rap has established itself as a globally influential musical genre. In Europe, it has experienced remarkable growth, following unique trajectories in each country. From France to Norway, passing through Germany, Lithuania, and Romania, rap has adapted to local cultures while maintaining common roots. What is rap’s place in the musical landscape of these five countries, and what dynamics explain its role in their respective music industries?
The Development of Rap in Europe: Between Influences and Local Identity
Europe discovered rap through American influences, but each country adopted and transformed the genre at a different pace, shaped by its own social and cultural realities. In France, rap took off in the 1990s with iconic groups like IAM, whose album L’École du micro d’argent (1997) sold over 1.6 million copies, and NTM, with Suprême NTM (1998). The 1990s are often referred to as the “Golden Age of French Rap,” as highlighted in a retrospective recently published by L’Abcdr du Son. In Germany, rap gained popularity during the same decade, particularly with the group Die Fantastischen Vier, who laid the foundation for a rap style accessible to the general public. Their single Die Da?! became the first commercial success of German rap. In Norway, Lithuania, and Romania, rap gained widespread recognition later, mostly in the 2000s. In Norway, the genre diversified during this period and reached the top of the charts in the 2010s with artists like Arif, Cezinando, and Kamelen. A similar trend emerged in Lithuania and Romania, where rap saw a surge in popularity throughout the 2000s, followed by a significant increase in sales in the 2010s.
A Music Industry in Transition: Rap at the Heart of the Market
Today, rap dominates the charts in France and Germany. In 2024, 12 of the 20 best-selling albums in France were rap albums, featuring artists like Jul, PLK, and Werenoi. In Germany, Capital Bra and Apache 207 continue to top the charts. German-language hip-hop has become an essential genre, accounting for one-fifth of Germany’s music industry revenue. For example, the most-streamed track of 2024, Komet by Udo Lindenberg and Apache 207, amassed 240 million plays on Spotify. In Romania and Lithuania, the rise of streaming has allowed independent artists to reach a wide audience. The Romanian music market is still dominated by pop and manele, but rap is steadily gaining ground. In Norway, rap is part of a more hybrid scene, where artists switch between Norwegian and English to appeal to a broader audience. Streaming has been a game-changer: YouTube and Spotify are the leading platforms for rap distribution, fostering stylistic diversity. The international success of French and German rap is reflected in key albums. PNL’s Dans la légende (2016) reached the global top 50 on Spotify, while Capital Bra’s Berlin lebt (2018) set streaming records in Germany.
3. A Reflection of Social and Cultural Realities
Rap remains a mirror of the societies in which it emerges. In France and Germany, it highlights social inequalities and amplifies the voices of marginalized communities. In Lithuania and Romania, it reflects post-Soviet transformations and economic struggles. In Norway, rap tends to be more introspective, often exploring experimental sounds. The influence of local musical traditions is also evident—Norwegian rap incorporates electronic elements, while Romanian rap fuses with Balkan music influences.
Rap: A Genre in Expansion or Transformation?
Despite the globalization of sounds due to American influence, each country maintains its distinct identity. In France and Germany, the diversity of subgenres is striking, ranging from mainstream rap to underground movements. Rap has dominated the French music scene since 2017, consistently topping sales charts. France has even become the second-largest rap market in the world after the United States. This rise is largely driven by streaming, which accounts for 72% of the French music industry’s revenue. Artists like Aya Nakamura, Ninho, Orelsan, and Gazo exemplify this trend, with rap making up 38% of newly certified exports in 2022. Rap, or hip-hop, is one of the most profitable music genres in Germany. Artists like RAF Camora have reached new heights, with him becoming the most-streamed German musician of all time, accumulating 4.5 billion streams in 2023. German-language hip-hop/rap accounted for 23% of streaming revenues in 2023, highlighting its major impact on the German music scene. In Romania and Lithuania, artists navigate a balance between adopting international rap styles and incorporating local references. Norway, on the other hand, leans toward more experimentation, blending rap with electronic and pop influences. European rap continues to evolve between global standardization and local reinterpretation. The language question remains central: should artists rap in English to reach a global audience, or stick to their native language to maintain a strong national identity? With the rise of streaming and social media, smaller rap scenes—such as those in Lithuania and Romania—now have unprecedented opportunities to gain international visibility.
Today, rap stands as a key player in the European music landscape. While its evolution shows signs of globalization, it remains deeply rooted in each country’s cultural identity. Whether in France, Germany, Lithuania, Romania, or Norway, rap continues to adapt to local realities while benefiting from the new dynamics of the global music industry.
