In addition, the identification of three clusters (involved, apathetic and hedonists), including both women and men, leads us to suggest that the gender gap in rap/hip-hop consumption is closing. Only knowledge, which has not been as extensively studied, seems to be different between men and women, with this factor being slightly higher for the former.

Results show that rap concert attendees’ satisfaction and interest in this kind of music are high, irrespective of gender. An exploratory survey was conducted to obtain an insight into rap/hip-hop consumption and appreciation by gender. To frame this analysis, literature on music consumption, specifically in relation to gender and rap as an alternative music genre, has been reviewed from different approaches. It would therefore seem to be pertinent to analyse this new trend, not only as a question linked to gender studies but also to marketing decision-making for the music industry, which is struggling to attract new audiences, a factor compounded in the pandemic. However, data on the consumption of this genre in recent years shows a relevant increase in the number of women interested in this type of music. Some music genres have traditionally and mainly been consumed by men.

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