1990s

In the 1990s, hip-hop started to capture the imagination of America’s youth. R&B started to become homogenized, with a group of high-profile producers responsible for most R&B hits. It was hard for R&B artists of the era to sell their music or even have their music heard because of the rise of hip-hop, but some adopted a “hip-hop” image, were marketed as such, and often featured rappers on their songs. Newer artists such as Usher, R. Kelly, Janet Jackson, TLC, Aaliyah, Beyoncé, Christina Aguilera and Mary J. Blige, enjoyed success. L.A. Reid, the CEO of LaFace Records, was responsible for some of R&B’s greatest successes in the 1990s in the form of Usher, TLC and Toni Braxton. Later, Reid successfully marketed Boyz II Men.

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