2010s R&B: The Sound

The R&B of the 2010s is marked by a seamless blend of sonorities and a diversification of influences, drawing from pop, hip-hop, and even electronic music. This fusion allowed the genre to stay relevant and resonate with a broader audience.

Production in this era is characterized by the heavy use of electronics, synthesizers, and auto-tune, while maintaining bass lines and rhythms that harken back to R&B’s origins.
Technically, music production during this decade modernized significantly thanks to technological advances. Artists and producers used sophisticated software to craft complex tracks, integrating innovative sound effects and varied song structures. The result is R&B that can be as minimalist as it is richly textured.
Specific instruments became synonymous with 2010s R&B: Akai Professional (MPC series) played a pivotal role in production, while Yamaha (Keyboards) keyboards were central to creating melodies and arrangements.

2010s R&B: The Words

The themes in 2010s R&B remained loyal to the genre’s traditional focus on love, relationships, and personal emotions. However, this decade also saw a rise in songs delving into introspection, identity, and personal experiences, often framed in darker or more melancholic settings. Some artists began moving away from conventional formulas, exploring new ways to express human emotions and experiences.

This shift reflects a maturation of the genre, which continuously seeks renewal while staying true to its roots.

Frank Ocean, one of the most influential R&B artists of the 2010s, epitomizes the deep introspection that defines the decade. In his song “Nights” (2016), Ocean explores themes of duality and personal transition, navigating between different life phases:

Did you call me from a seance?
You are from a past life
Hope you’re doing well, bruh

The Weeknd, another cornerstone of contemporary R&B, introduces darker, introspective themes to the genre, exploring toxic relationships and struggles with addiction. His track “The Hills” (2015) is a striking example of this trend:

When I’m faded, I forget
Forget what you feel
Forget what you said

I only call you when it’s half-past five
The only time that I’ll be by your side

In her song “Supermodel,” SZA from her album Ctrl (2017), tackles issues of insecurity and the search for validation, laying bare her vulnerabilities with unflinching honesty and showcasing a confrontation with raw emotions and complex situations:

Let me tell you a secret
I’ve been secretly banging your homeboy

I’m writing this letter to let you know
I’m really leaving and no, I’m not keeping your shit.

Beyoncé, an iconic figure in R&B, also uses her platform to address broader social issues. In “Pretty Hurts” (2013), she critiques the societal pressures that push women to conform to unrealistic beauty standards:

Perfection is a disease of a nation

Pretty hurts
Shine the light on whatever’s worse.

The track shifts away from traditional romantic themes to focus on a broader critique of social expectations, demonstrating how R&B can serve as a vehicle for messages of resistance and awareness.

2010s R&B: Major Labels

The following ten labels produced most of 2010s R&B:

– Def Jam Recordings
– Atlantic Records
– RCA Records
– Columbia Records
– Capitol Records
– Interscope Records
– Epic Records
– Motown Records
– Top Dawg Entertainment
– Republic Records

2010s R&B: Fashion Endorsers & Endorsees

The intertwining of fashion and R&B in the 2010s is exemplified by artists whose visual identities become as integral to their brands as their music.

The Weeknd frequently sports attire from Supreme: a brand synonymous with streetwear culture and the contemporary R&B scene. Supreme‘s signature style aligns seamlessly with The Weeknd’s often dark and minimalist aesthetic.

Beyoncé is seen wearing Off-White on numerous occasions, particularly during performances and in her music videos. Off-White, founded by Virgil Abloh, is celebrated for its avant-garde designs and collaborations with influential artists. The brand complements Beyoncé’s sophisticated, innovative image, reflecting a blend of high fashion and urban culture.

Additionally, Beyoncé collaborats with Balmain for her historic Coachella performance in 2018. Olivier Rousteing, Balmain‘s artistic director, designs custom outfits for the event. This collaboration highlights how haute couture and R&B can intersect on stage, making it a landmark moment in both fashion and music.

Rihanna partners with Puma in 2014, becoming the creative director of their women’s line. She launchs the Fenty x Puma collection, which successfully fuses streetwear elements with a high-fashion twist.

Drake collaborates with Nike to launch the NOCTA brand, a collection blending streetwear with performance wear. While Drake is predominantly known for his impact on hip-hop, his contributions to R&B and his fashion sense made NOCTA a highly anticipated line in urban culture.

Alicia Keys collaborates with Reebok to release her own shoe line in 2012. The collection reflects her unique style, blending urban influences with elegance.

Further Reading and Viewing

Here are some media outlets and specialized websites with archives rich in information and reviews related to the 2010s R&B genre:

– Complex: A media outlet that extensively covers urban culture, including R&B.
– Pitchfork: Known for its in-depth reviews and articles on music, including R&B.
– The Fader: A media platform exploring contemporary music and culture, with strong R&B coverage.
– Billboard: Though generalist, this site provides detailed coverage of R&B trends through articles and charts.
– Okayplayer: A site dedicated to Black music, particularly hip-hop and R&B.

For more in-depth knowledge, here are several documentaries dedicated to artists associated with the 2010s R&B genre:

“The Defiant Ones”: A documentary on Dr. Dre and Jimmy Iovine, who played pivotal roles in the R&B genre through their work in the music industry.

“Rapture”: A Netflix documentary series that explores hip-hop and R&B culture, with episodes focusing on influential artists.

“Homecoming: A Film by Beyoncé”: This Netflix documentary covers Beyoncé’s preparation for her Coachella performance, a key moment for 2010s R&B.

ADJACENT GENRES

• pop
• rap
• dance pop
• urban contemporary
• trap
• hip hop
• contemporary r&b
• hip pop
• edm
• house
• gangster rap
• neo soul