A data profile of the people who buy, follow and care about Hip hop music in Brazil — modelled from more than twelve digital signal sources. Hip hop music has an estimated audience of 14,340,481 people in Brazil.
The average Hip hop music fan in Brazil is 35.9 years old, balanced, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Rio de Janeiro, Minas Gerais.
Top brand affinities include Sociedade Esportiva Palmeiras, Santos FC, Shopee, with strongest over-indexing on Sociedade Esportiva Palmeiras (1.59× the country average).
Demographically, the Hip hop music audience skews balanced with an average age of 35.9, and over-indexes on personality traits such as Tradition, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical Hip hop music fan in Brazil is balanced, around 35.9 years old, with strong Tradition tendencies and a notable affinity for Sociedade Esportiva Palmeiras.
The key figures that characterise the Hip hop music profile in Brazil.
54.7% are female, 45.3% are male, average age 35.9.
| Metric | Value |
|---|---|
| Female | 54.7% |
| Male | 45.3% |
| Average age | 35.9 |
| Estimated audience size | 14,340,481 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 28% | |
| 20-29 | 23% | |
| 30-39 | 18% | |
| 40-49 | 15% | |
| 50+ | 16% |
of the worldwide Hip hop music audience comes from Brazil.
| Country | Share |
|---|---|
| United States | 23.3% |
| China | 4.1% |
| United Kingdom | 4.1% |
Where the Hip hop music audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Rio de Janeiro | ~1.5M | 1.16× | |
| 02 | Sergipe | ~200K | 1.04× | |
| 03 | Rondônia | ~100K | 1.04× | |
| 04 | Roraima | ~40K | 1.04× | |
| 05 | Alagoas | ~200K | 1.03× | |
| 06 | Mato Grosso do Sul | ~200K | 1.02× | |
| 07 | Piauí | ~200K | 1.02× | |
| 08 | Maranhão | ~400K | 1.01× | |
| 09 | Paraíba | ~300K | 1.01× | |
| 10 | Amazonas | ~300K | 1.01× | |
| 11 | Rio Grande do Norte | ~200K | 1.01× | |
| 12 | Acre | ~50K | 1.01× | |
| 13 | Espírito Santo | ~300K | 1.00× | |
| 14 | Federal District | ~200K | 1.00× | |
| 15 | Tocantins | ~90K | 1.00× | |
| 16 | Amapá | ~50K | 1.00× | |
| 17 | Pará | ~500K | 0.99× | |
| 18 | Mato Grosso | ~300K | 0.99× | |
| 19 | Pernambuco | ~600K | 0.97× | |
| 20 | Ceará | ~600K | 0.96× | |
| 21 | Goiás | ~500K | 0.96× | |
| 22 | Bahia | ~900K | 0.94× | |
| 23 | Rio Grande do Sul | ~800K | 0.94× | |
| 24 | Santa Catarina | ~600K | 0.94× | |
| 25 | Paraná | ~800K | 0.93× | |
| 26 | Minas Gerais | ~1.5M | 0.90× | |
| 27 | São Paulo | ~3M | 0.76× |
The strongest cross-interests of the Hip hop music audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Lindås | Travel & Leisure | 3.71× | ||
| 02 | Shopee | Shopping | 3.42× | ||
| 03 | Saudade | Politics & Society | 3.39× | ||
| 04 | Quero | Travel & Leisure | 3.29× | ||
| 05 | Hour | Kids & Family | 3.16× | ||
| 06 | RedeTV! | Movies & TV | 3.08× | ||
| 07 | Criciúma Esporte Clube | Sports | 3.04× | ||
| 08 | Esporte Clube Juventude | Sports | 2.80× | ||
| 09 | Andressa Urach | Fashion & Accessoires | 2.72× | ||
| 10 | Clube do Remo | Sports | 2.65× | ||
| 11 | Parent | Kids & Family | 2.17× | ||
| 12 | Wholesale | Fashion & Accessoires | 2.08× | ||
| 13 | Discounting | Shopping | 2.04× | ||
| 14 | Santos FC | Sports | 1.81× | ||
| 15 | Neymar | Sports | 1.79× | ||
| 16 | Real Madrid C.F. | Sports | 1.69× | ||
| 17 | Sport Club Internacional | Sports | 1.68× | ||
| 18 | Sociedade Esportiva Palmeiras | Sports | 1.59× | ||
| 19 | FIFA World Cup | Sports | 1.59× | ||
| 20 | CR Vasco da Gama | Sports | 1.53× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Tradition | CONSERVATISM | 1.46× | |
| Price Sensitivity | PREMIUM | 1.41× | |
| Urban Lifestyle | OPEN | 1.37× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Career Orientation | POWER | 1.02× | |
| Individualism | JOY | 1.08× | |
| Mindfulness | BALANCE | 1.11× |
Hip hop music has an estimated audience of 14,340,481 people in Brazil, concentrated in São Paulo and Rio de Janeiro.
54.7% of Hip hop music fans are female, 45.3% are male, with an average age of 35.9 years.
Hip hop music fans show strongest brand affinity for Sociedade Esportiva Palmeiras (1.59×), Santos FC (1.81×), and Shopee (3.42×) over the country average.
Hip hop music fans in Brazil are most concentrated in São Paulo (reach ~3M), Rio de Janeiro (reach ~1.5M), and Minas Gerais (reach ~1.5M). These three regions account for the largest share of the active audience.
Beyond Hip hop music itself, the audience over-indexes on Santos FC (1.81×), Shopee (3.42×), Neymar (1.79×), and Real Madrid C.F. (1.69×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for Hip hop music. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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