StatSocial Digital Tribes — 21st Century Hip Hop

Sep 8, 2020 | Digital Tribes

StatSocial’s Digital Tribes is a new consumer segmentation model with a social psychographic twist.

Digital Tribes are powered by StatSocial’s Silhouette, the industry’s most advanced Audience Intelligence Platform. Our unique technology enables us to make sense of the billions of unstructured earned and social web interactions that go on each day — allowing you to dive deep into nearly any audience you can imagine.

Using billions of inputs for over 120 million U.S. consumers, we have segmented naturally occurring populations into 100 distinct Digital Tribes.

This entry is a deeper dive into the tribe we call “21st Century Hip Hop.

Digital Tribe Summary: 21st Century Hip Hop

Front Row (l-r): Future, Metro Boomin, Chance The Rapper, A$AP Rocky, Kid Cudi. Back Row (l-r): Travis Scott, The Weeknd, Kendrick Lamar, SZA. 

This mostly suburban tribe skews a bit male, and heavily younger (ages 18 to 24).

They are united in their love for R&B and Hip Hop, particularly acts most closely associated with the past decade, or so.

Please Note: The baseline used to calculate all of the statistics shown below is the average American online audience.

DEMOGRAPHICS — 21st Century Hip Hop

EXPLANATION: The index score reports the degree to which the corresponding percentage falls short of or exceeds the baseline. These affinity insights have been calculated using the average American online audience as our index (with a base 100 baseline). The male portion of this tribe exceeds what would be found within the average U.S. online audience by 1.38 times.


73.61% of this tribe’s members are between ages 18 and 24, a percentage that exceeds the national average by 4.18 times.

Over 63% of this tribe earns under $50k annually, exceeding the index by 1.37 times.

Travis Scott and SZA.

INFLUENCERS —21st Century Hip Hop

Gucci Mane is a favorite of 15.23% of this tribe’s members, a percentage exceeding the U.S. average by 6.15 times.

13.84% of this tribe is made up of Young Thug fans, which is 10.61 times greater than the baseline.

Young Thug and Gucci Mane.

INTERESTS —21st Century Hip Hop

7.73% of this tribe is into skateboarding, and this percentage is 1.61 times larger than the average.

Electronic producer, songwriter, and DJ, Calvin Harris, with singer, songwriter, producer, and one of this tribe’s top influencers, The Weeknd. Electronic music is loved by a segment of this tribe that is 9.33 times larger than the baseline. 

BRANDS —21st Century Hip Hop

25.19% of this bunch is made up of Nike customers, a segment 4.94 times greater than the baseline.

Travis Scott during his April 2020, in-game Fortnite concert. Fortnite is a top brand for 11.91% of this tribe’s members, a percentage that is 6.75 times greater than the index.  

WEBSITES—21st Century Hip Hop

This tribe’s fondness for music, in general, and Hip Hop, specifically, is evident throughout this list.


Noisey, Vice Media‘s-music news, interviews, and reviews brand, is a routine web destination of a segment of this tribe that is 9.61 times greater than the average.

The print version of XXL magazine, the website for which is a top online destination of 13.54% of this tribe’s members. This percentage exceeds the baseline by 11.89 times.

TV SHOWS —21st Century Hip Hop

Workaholics,’ the cult sitcom that ran on Comedy Central for six years, can count 10.17% of this tribe’s members as fans. This percentage is 7.52 times larger than the index.

Rick & Morty‘ getting “schwifty.” The cult-favorite Adult Swim series is a favorite of a segment here that is 6.51 times greater than the U.S. average.   

PERSONALITY TRAITS —21st Century Hip Hop

In psychology, the Big 5 personality traits describe a popularly-employed taxonomy that breaks down human personalities into five, broad, over-arching categories.

IBM Watson™ employs this model, and the five traits that give it its name — Openness, Conscientiousness, Extraversion, Agreeableness, and Neuroticism — as the umbrella categories under which numerous, more specific personality traits can be found.

Anger, as a personality trait, does not necessarily describe one who is irrational or out of control. It describes one who is fiery and passionate, and willing to defend the people and beliefs that mean most to them.

This tribe averages in the 82.10th percentile for exhibiting this trait.

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