Classic hip-hop

Classic hip-hop is a music radio format focusing primarily on hip-hop music from the 1980s, 1990s, and the early to mid-2000s.

Although stations with such a format date back as far as 2004, the format was first popularized in October 2014, after Radio One dropped a poorly performing news radio format from its Houston station KROI in favor of classic hip-hop. After attracting a dramatic increase in ratings, Radio One began to emulate the station's format and branding in other markets. At the same time, other major radio broadcasters began to introduce classic hip-hop stations in selected markets.

Doug Abernethy, general manager of Radio One's Houston stations, described the classic hip-hop format as a parallel to the classic rock and classic country formats: these stations focus primarily on hip-hop music from the 1980s and 1990s, featuring artists such as 2Pac, De La Soul, LL Cool J, Ludacris, Notorious B.I.G., and Salt-N-Pepa. Some stations may include small amounts of R&B in their playlists as well.

Classic hip-hop stations are aimed primarily at listeners between the ages of 25 and 44; Tommy Boy Records founder Tom Silverman explained that hip-hop had "entered the realm of credible nostalgia", going on to say that "I’m sure there are kids now who think 3 Feet High and Rising by De La Soul is a rite of passage, just like Led Zeppelin is." The format also appeals to listeners who may not enjoy contemporary hip-hop: iHeartMedia senior vice president Doc Wynter explained that "hip-hop back then was about telling a story about your struggle and your family’s struggle. Now the reigning hip-hop king is a multiracial guy from Toronto who did not struggle.”

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