Who’s Going to Lead Hip-Hop’s Next Generation? Vote Now on Spotify

Hip-hop thrives on constant reinvention, with bold voices and fearless experimentation continually pushing the genre’s boundaries. Every era brings new leaders, and now Spotify is asking fans worldwide to help choose who will guide the next chapter.

Hip-hop’s fanbase has always been the ultimate tastemaker, championing artists like Jay-Z, Drake, Kendrick Lamar, and J. Cole from star status to legend. Earlier this week, billboards declaring “Hip‑Hop Needs New Leaders” appeared on city streets and across Spotify’s social channels, sparking a conversation about who’s next. It’s a continuation of a discussion we first hinted at in 2021 with our Mount Rushmore moment, which asked who should join the iconic artists who defined the genre in the 2010s.

The Leaders of the Next Generation campaign takes that conversation from speculation to action, inviting listeners to vote for the artist they believe will define hip-hop this decade. To kick off the vote, Spotify’s Hip‑Hop Editorial and Artist Partnerships teams selected eight groundbreaking artists poised to lead the next generation—and revealed each one on billboards in their hometown.

Doechii (Tampa, FL) 

Rapper-singer Doechii is one of only three women, alongside Lauryn Hill and Cardi B, to win a Grammy Award for Best Rap Album. She earned the honor for her 2024 mixtape, Alligator Bites Never Heal. With her debut studio album still to come, the world is watching—and the sky’s the limit.

Baby Keem (Las Vegas, NV) 

After breaking through with “ORANGE SODA,” Baby Keem released his debut album, The Melodic Blue, which includes the Grammy-winning “family ties” with Kendrick Lamar. But it’s his just‑released sophomore album, Ca$ino, that sets him apart from the pack, blending introspection with storytelling.

Central Cee (London, UK) 

Central Cee’s breakout hit “Doja” proved he could be the first British rapper to truly break through in America. His Split Decision EP with Dave and debut album, CAN’T RUSH GREATNESS, are expanding that reach and fueling his inevitable crossover.  

GloRilla (Memphis, TN) 

GloRilla boasts an impressive run of hit singles, including her breakthrough “F.N.F. (Let’s Go)” and “TGIF.” Her Grammy-nominated debut album, GLORIOUS, has sold over one million album-equivalent units, and her upcoming sophomore release could solidify her spot among hip‑hop’s next leaders.

BigXthaPlug (Dallas, TX) 

BigXthaPlug delivers baritone verses over soulful production that feels nostalgic and current all at once. He’s already released two platinum albums, AMAR in 2023 and TAKE CARE in 2024, with the latter ranking as the third-highest-selling rap album of 2025.

Lil Tecca (New York, NY) 

Lil Tecca dropped his first hit single, “Ransom,” when he was just 16. He’s since released nine more platinum-plus singles, arguably becoming one of the most reliable hitmakers of his generation.

Rod Wave (St. Petersburg, FL) 

Rod Wave has built a devoted fanbase by breaking from convention and channeling his pain into raw, honest lyrics. He’s released five platinum albums in five years and shows no signs of slowing down.

Sexyy Red (St. Louis, MO) 

Sexyy Red has been proving skeptics wrong since her first hit, “Pound Town,” and has since collaborated with superstars like Nicki Minaj (“Pound Town 2”), Drake and SZA (“Rich Baby Daddy”), Bruno Mars (“Fat Juicy & Wet”), and Justin Bieber (“SWEET SPOT”). Sexyy is here to stay and still has room to grow.