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Deutschrap is driving Warner Chappell’s market share boom in Germany

Warner Chappell Music recorded an increase in its market share in the domestic repertoire to more than a third (33.64%) in Germany last year.

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This domestic market share – a calculation of the local and international repertoire based on the sale and streaming of individual songs, calculated by GfK – was almost three times the annual value recorded by the Warner Music Group company in 2015 (12.34% ).

These results, according to Chappell, meant that in 2020 it was probably number 1 in the domestic repertoire publishing house in Germany – around 10% ahead of its nearest competitor Sony / ATV (now Sony Music Publishing), which had a corresponding market share for the year of 23.81 finished% (see below).

Warner Chappell also says that more than any other factor contributed to this growth: early and ongoing investment in local German hip-hop, also known as “Deutschrap”.

MBW noticed the explosion of homegrown rap in the German charts back in 2017, and the genre continued to dominate the charts in 2020.

In the publishing world, Warner Chappell specifically quotes three of his songwriters who have contributed to the mainstream success of Deutschrap: Capital Bra, Bonez MC, and Apache 207.

Source: Warner Chappell / GfK data

Capital Bra is the most streamed artist of all time in Germany today. He’s had 26 No. 1 singles in the past three years, and 16 of them went gold while eight went platinum.

Bonez MC released two albums last year, both of which went to # 1. There were five No. 1 singles between them. To date, he has had three platinum and four gold albums as well as 18 gold, three platinum and one diamond albums

In the meantime, the song Roller from Apache 207 was the most streamed track in Germany in 2019 and 2020.

Lars Karlsson, MD, Warner Chappell Music Germany and the Nordic countries, tells MBW that Chappell is now aiming for a global career for his superstar songwriter Deutschrap.

“It’s amazing to be the number one domestic publisher by such a clear margin,” he said. “And that’s not a flash in the pan – we’re building a German rap songbook here that will stand the test of time.”

“Our rappers have become huge in Germany. Now we’re working on the challenge of building their careers internationally.”

Lars Karlsson, Warner Chappell

Karlsson added: “Our rappers grew up in Germany. Now we are working on the challenge of expanding your career internationally. At Chappell, all of our A&R managers, who work with hip-hop writers in their own markets around the world, have regular meetings to connect different scenes.

“But the German music scene is of course about more than just German rap. We work with a variety of other songwriters. An interesting development has been the way more and more international artists are using Germany as a market to expand their presence in the early days of their careers. “

Natascha Augustin, Senior Creative Director at A&R at Warner Chappell Music Germany, said in an interview with MBW: “Deutschrap was once an underground scene that was ignored by mainstream brands in Germany. Now they are realizing that it is a powerful tool to connect them with young viewers from all backgrounds. “

“Deutschrap was once an underground scene that was ignored by mainstream brands in Germany. Now they are realizing that it is a powerful tool to connect them with young viewers from all backgrounds. “

Natascha Augustin, Warner Chappell

Augustin added, “These rappers and many more have taken German rap mainstream and streaming to new heights. If anything, last year’s Covid disorder only made them more productive as their time off the street gave them more time to write.

“And fans stuck at home are hungry for more new music that articulates how they feel. Last year we had seven songwriters who had a single on the charts every week of the year. “

Augustin continued: “There is an interesting connection with the British drill scene. In collaboration with Darryl Parkinson in the UK, we brought German rapper Luciano together with British producer Gotcha for the song Mios mit Bars, which contains 40 million Spotify streams and is gold certified. And the German rapper Jamule is about to release a track with the British street rap star Morrisson. I think we’ll see a lot more such collaborations in 2021.

“There is also a healthy interest in using loops from our German manufacturers. Recent examples include loops by Deats used in Trippie Redd and PARTYNEXTDOOR’s Excitement. DLS loops used by D-Block Europe; and loops by Zeeko & Veteran, which are used in the RIPRO mixtape by French rapper LaCrim.

“We also see our rappers stepping up their collaboration with artists from different genres. Take the song Paradise by the Berlin DJ duo Vize with Capital Bra. This fusion of electronics and German rap would not have happened a few years ago, now it is racing in the charts. “Music business worldwide

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