How Brands Can Plug Into the Power of Subcultures with Audio

It’s official—the mainstream is no longer what it used to be. Today, 42% of the US population identifies as Black, Latino, Asian, or other races—that’s 141M Americans who identify as multicultural. These consumers aren’t just part of the mainstream; they’re redefining it. They value individuality and resist being lumped into a single cultural narrative, creating a dynamic and diverse marketplace for advertisers. 

For brands, this means the old playbook is out the window. The one-size-fits-all approach doesn’t cut it anymore. Instead, you need to understand the distinct tastes, habits, and cultural perceptions of these audiences. The goal? Create targeted, authentic audio experiences that resonate without diluting your message.

Monoculture is Dead

Nowhere is the death of monoculture more evident than in music. Look at the top of any chart, and you’ll see it right away. Last year’s Billboard Hot 100 featured artists like Morgan Wallen, SZA, Taylor Swift, 21 Savage, and Peso Pluma—each with unique fan bases, representing very different communities.

In past decades, top artists shared mass audiences. Think of Britney Spears, Prince, Queen, or Michael Jackson and the unification their music created around the globe. Flash forward to today, our population is so diverse that audience overlap is minimal. On platforms like Pandora, artists like Peso Pluma dominate, thanks to his connection with passionate regional Mexican music (RMX) fans. SoundCloud takes this even further, offering a space where leading hip-hop and rap artists, like Yeat and Lil Durk, thrive by connecting with listeners who crave something different from the mainstream.

As an advertiser, this increasing diversity in listening habits should be your cue to dig deeper. To connect with diverse, multifaceted audiences, you need to zoom in on what various cultural groups are listening to and understand the nuances driving their preferences.

The Regional Mexican Music Boom

Let’s take regional Mexican music as a case study. Once the sound linked to an older demographic, this genre now resonates deeply with Mexican American Gen Zers. For them, it’s a way to connect with their heritage, reminding them of the music they grew up with while holding onto rhythms that speak to their roots. The shift in RMX’s popularity has led to a +122% increase in monthly plays on SoundCloud since 2021.

Peso Pluma, a standout in the subgenre corridos tumbados, has seen a +1,337% increase in unique listeners on Pandora. His collaboration with Eslabon Armado, “Ella Baila Sola” was the viral hit of 2023, making history as the first regional Mexican music track to score a top 10 entry on the Billboard Hot 100. Xavi, another rising star in the sierreño genre, has also gained traction, with his monthly plays increasing more than twelvefold.

For advertisers, this resurgence in regional Mexican music isn’t just a trend—it’s a revolution. The genre is hitting close to home for Mexican American listeners, while sparking curiosity among other audiences. One could say that regional Mexican music is no longer regional, it’s international. By aligning with these artists and genres, you can tap into a growing, culturally connected audience that values authenticity.

The Rise of Afrobeats

Afrobeats is another genre on the rise, blending hip-hop, house, and traditional African rhythms to create a sound that’s resonating globally. SoundCloud saw a +12% increase in plays for Afrobeats last year, with subgenres like amapiano and gqom experiencing significant growth.

Artists like Distruction Boyz and Uncle Waffles are at the forefront of this movement, pushing the boundaries and gaining international recognition. And singer and rapper Rema has played a role in further popularizing Afrobeats. His 2022 track, “Calm Down” became the first African song to reach a year on the Billboard Hot 100, a historic first for Afrobeats artists. Additionally, his remix music video with Selena Gomez is the most viewed music video by a Nigerian musician, currently sitting at over 900 million views.

As Afrobeats continues to expand, it offers advertisers a chance to connect with a vibrant, culturally diverse audience that’s eager for fresh, innovative sounds.

Emerging Subgenres and Their Impact

We’ve walked you through a few subgenres, but where are they coming from? SoundCloud is a launchpad for new subgenres, particularly among Gen Z listeners. Emerging scenes like Jersey club, witch house/vapor, vinahouse, and bhangra/Punjabi are gaining traction, driven by young listeners’ desire for something new and different—and maybe even standing out from the crowd. Other contributing factors? Younger generations like Gen Z love traveling, and they may be introduced to local music scenes all over the globe. And we can't forget about the influence of social media, especially "TikTok famous" tunes. 

These emerging genres represent a new frontier for advertisers looking to connect with niche, highly engaged audiences. For example, vinahouse saw a +168% increase in plays year-over-year, while dark hip hop, with its blend of witch house, trap, and jerk beats, is pushing creative boundaries.

The Shifting Podcast Landscape

Don’t forget that podcasts are also evolving, with historically niche categories like astrology, sports (especially golf), gaming, and investing seeing significant growth. Astrology podcasts, for example, have experienced a +172% increase in downloads year-over-year, reflecting a growing interest in the topic.

Sports specialty shows, particularly golf, are also on the rise, with a +297% increase in downloads as listeners seek to improve their game. Meanwhile, gaming and investing podcasts are expanding their reach, proving that these once niche topics now have broad appeal.

For advertisers, this shift in podcast consumption represents a golden opportunity. By aligning with these emerging categories, you can connect with listeners who are deeply invested in their interests, seeking further education, and eager for content that speaks to them directly.

The TL;DR for Advertisers 

The era of monoculture is over. Subcultures are now the driving force behind the mainstream, bringing fresh perspectives and distinct identities to the forefront. Brands that lean into this movement are ultimately the ones that get ahead. Here’s how advertisers can capitalize on this shift:

• Redefine Your Market: Don’t settle for the “general market” approach. Instead, lean into specific communities and subcultures to create campaigns that resonate on a deeper level. Authenticity is key.

• Diversify Your Platforms: Audio is where many subcultures thrive. Make sure your media mix includes digital audio to amplify your reach and connect with more engaged audiences.

• Hyper-Personalize Your Ads: Use targeting solutions and dynamic ad products to engage with micro-communities across streaming, podcasts, and live events. Personalization at scale is the way forward.

Now more than ever, subcultures are shaping the future of mainstream culture. By embracing this shift, you can create more meaningful connections with your audience and drive better, long-term results for your brand. Get further insights by downloading our latest culture report.

And if you’re ready to cast a wider net with your audience—let’s chat. 

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