Why Sony Music CEO Believes Hip Hop Needs an Underground Resurgence

Rob Stringer, CEO of Sony Music, shared insights on the evolution and current challenges facing hip hop in a recent interview, offering a refreshingly candid take on how he envisions the genre's future. Known for his long-standing influence in the music industry, Stringer sees hip hop at a crossroads—a moment ripe for transformation, echoing his belief that the genre may need to “go back underground to come back up again.”

Stringer critiques the effects of today’s algorithms, which, he contends, funnel listeners into repetitive patterns rather than exposing them to new, diverse sounds. “An algorithm tells you what you want, not what you might like,” he said, suggesting that this limits listeners’ exposure to innovative music. Instead of letting listeners stumble upon new genres and unique styles, streaming services push the familiar, often centered around popular sounds from hotspots like Atlanta. This, according to Stringer, has led to an over-saturation of similar-sounding music.

He contrasts today’s landscape with earlier eras, such as the iTunes era, where boutique, high-quality music thrived in a digital environment that encouraged diversity in taste. The hope, as Stringer puts it, is that hip hop “will hopefully go back underground, come back up again with an incredible type of fusion music that makes a difference.”

Stringer believes that, like all influential music movements, hip hop must stay adaptable, avoiding over-commercialization to foster creativity. He underscores that Sony’s mission remains “art first, business second,” supporting artists who wish to innovate and explore the genre’s boundaries.

As hip hop evolves, Stringer suggests that rediscovering its roots and blending them with diverse influences could lead to a resurgence of creative, genre-bending music—a reminder that growth often requires a return to authenticity.