Rock Is the Second-Biggest Genre In the U.S. Why Was It Missing From the Grammys?
Rock music may still be huge, but its current leading lights are putting up much smaller sales and streaming numbers than those in pop, R&B/hip-hop and country.
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This might have been the year that both The Beatles and The Rolling Stones won Grammy Awards, but older demographics who watched the show are wondering why rock music had such a low profile during the televised ceremony.
Sure, rock music had a token presence during the telecast: The show began with an uplifting performance from Dawes covering Randy Newman’s “I Love L.A.,” backed by an all-star band consisting of Brad Paisley, John Legend, Sheryl Crow, Brittany Howard and St. Vincent as a tribute to the people of Los Angeles who are still trying to recover from the devastating wildfires in January. Also, the Red Hot Chili Peppers’ Anthony Kiedis and Chad Smith presented the best pop vocal album Grammy to Sabrina Carpenter for Short n’ Sweet, while the alternative band Khruangbin played a very abbreviated segment of their shoe-gazing song “May Ninth”; and Coldplay’s Chris Martin played a ballad during the In Memoriam section.
But the awards for best rock album, best metal performance and best alternative music album, among others, were relegated to the non-televised afternoon Grammy Award presentation.
Why weren’t there any artists from that genre rocking out during the telecast? After all, rock music still dominates the live show marketplace. And while there are many ways that various genres can be measured against one another, Luminate’s audio consumption album units genre report shows rock music is still the second biggest genre at 22.3%, Billboard calculates, when unassigned albums are deducted from the total. That’s almost two and a half times as large as Latin, which has an 8.3% market share; and slightly more than twice as large as country, which has a 10.4% market share.
In album units, rock is 50% larger than pop music, which has a 14.8% market share, but pop was featured prominently during the show. As was R&B/hip-hop, which is still the biggest genre at a 27.8% market share.
But even though rock may have a big presence collectively, it also has some missing ingredients that probably make it difficult to include it in the televised Grammy Awards these days.
Age is a factor — not only the demographics of the Grammy show viewers, which undoubtedly plays a role in what artists and music are featured on the TV broadcast, but the age of the rock music that makes up those market share numbers. Luminate tracks releases in two age brackets: current, which counts all sales and streaming activity in the first 18 months after a song or album is released; and catalog, which counts everything older than 18 months.
That is one of rock’s biggest issues: By the catalog category — again using audio consumption units minus activity from titles unassigned to a genre — its 25.5% of the market is comfortably No. 2 in the industry, still behind R&B/hip-hop. But by current releases, rock slips all the way to fourth, at 11.9%, behind R&B/hip-hop (27.2%), pop (18.7%) and country (14.8%) and barely ahead of Latin (10.6%).
And the Grammy Awards are all about current music; in fact, current music is literally written into the eligibility criteria of which music releases can be considered for its awards. For the 2025 Grammys, the Recording Academy only considered recordings released from Sept. 16, 2023, to Aug. 20, 2024. Mathematically speaking, all the releases that meet that criteria to be eligible for a Grammy Award, and thus to be included in the show, would be current releases.
But there could be another, more significant factor as to why rock music wasn’t front and center during the televised portion: The sales and streams for the nominees in the rock categories paled in comparison to those of other genres. Big sales and streaming activity clearly indicate widespread popularity and TV shows are all about drawing big viewing audiences. And the nominees in the rock categories turned in the worst collective performance when it came to sales and streaming activity among the genres highlighted on the show.
Of the albums nominated for album of the year, only Billie Eilish’s Hit Me Hard and Soft could be remotely considered rock — and alternative at that, or more accurately dark pop. The other albums, not so much: Taylor Swift’s The Tortured Poets Department, Chappell Roan’s The Rise and Fall of A Midwest Princess and Carpenter’s Short n’ Sweet got pop covered; Charli XCX’s Brat represents electro-pop; and Andre 3000’s New Blue Sun and Jacob Collier’s Djesse Vol. 4 are R&B and jazz, with smatterings of funk thrown in. In fact, Beyoncé’s country album, Cowboy Carter, has been cited for bringing other genres into the mix.
Collectively, the eight albums nominated for album of the year averaged 2.043 million album consumption units in 2024, even with the Andre 3000 album only hitting 44,000 units and the Collier album lower, at 33,000 units.
Sales and streaming activity was also a likely distinguishing factor in determining if the big awards of the Latin, pop, country and R&B genres were featured on the televised show. Let’s take best pop vocal album, with the Grammy nod going to Carpenter’s Sweet album, which garnered 2.504 million U.S. album consumption units. Collectively, the five nominees in that category averaged 3.01 million album consumption units, with Swift’s Tortured Poets leading the way with 6.962 million.
In best rap album, Doechii’s Alligator Bites Never Heal won the Grammy, despite having the second-lowest sales/activity of the nominees at 133,000 album consumption units. Collectively, the five nominated albums averaged 712,000 units, led by Future & Metro Boomin’s We Don’t Trust You at 2.046 million units and Eminem’s The Death Of Slim Shady (Coup De Grace) at 1.01 million album consumption units.
In best country album, the Grammy nominees collectively averaged 856,000 album consumption units, with a pair of artists new to the genre leading the way in Post Malone’s F-1 Trillion, with 1.598 million units, and winner Cowboy Carter, with 1.42 million album consumption units.
Shakira, who performed and was acknowledged for her historic role in bringing Latin music to the masses, won best Latin pop album with her Las Mujeres Ya No Lloran album, which had 306,000 album consumption units. Collectively, her activity combined with the other four nominees for best Latin pop album averaged 171,000 album consumption units.
Even dance/electronic music, which ranks sixth with 3.8% in U.S. market share as calculated by Billboard based on Luminate data, made the cut for the televised portion of the show. While its overall market share is meager compared to rock, its collective current album consumption units were bolstered by Charli XCXs Brat album, which garnered 1.159 million album consumption units. In total, the five nominees in the category earned a collective average of 273,000 units.
Rock, in comparison, is a different story. The Rolling Stones won the best rock album award with 91,000 album consumption units for its Hackney Diamonds, while Green Day, which was the category leader, had 158,000 units. Collectively, the rock category nominees averaged just 81,000 units, by far the smallest of the bigger genres.
There are plenty of reasons why rock was relegated to the back burner at this year’s Grammy Awards — the Stones and the Beatles, after all, are not the hottest names with kids these days. But the numbers certainly tell at least part of that story.
