When it comes to power and shaping the culture, the divide in hip-hop media has never been more chaotic.
On one side, there’s the old guard: podcasters, radio DJs, and resident uncs who interview vets and break down the nitty-gritty—album sales, the state of the genre, and who’s in the top three right now. They’re focused on upholding a traditional ethos, trying to preserve what hip-hop used to be. There’s a good chance they sat down with Clipse for their rollout.
On the other, you have the wild new bunch: streamers and YouTubers farming clips all over the internet. They’re tapped into the underground, deep in niche pockets, often taking their audiences on experiential adventures or offering behind-the-scenes access in ways traditional media can’t. And in this day and age, merely reacting to new rap music in an entertaining way can qualify as hip-hop media.
Fittingly, this split mirrors the current musical landscape—defined less by superstars and more by thriving micro-scenes pushing the genre forward. That tension is front and center in the third edition of our annual Hip-Hop Media Power Ranking. And this year’s list might be the most controversial yet. In a fractured ecosystem, there are few shared opinions—just zealots advocating for their lens.
So let’s get to the ground rules.
When we say power, we’re talking about cultural influence: the ability to move conversation and dominate headlines. These are the figures whose hip-hop moments consistently go viral and shape the broader discourse. Most of them work across multiple video platforms—because let’s face it, even the most popular hip-hop writer has a shorter reach than a consistent YouTuber.
We’re ranking individuals, not shows—though in a few cases, duos or collectives made the cut based on their joint presence. We strive to be nonjudgmental when evaluating content. Some names here traffic in clickbait or salacious material. But they’ve built real audiences and that impact can’t be overlooked.
And finally, yes: Once again, no one from Complex was eligible—sorry, Speedy—but a few alums did make the list.
Here is the 2025 Hip-Hop Media Power Ranking.
25.Jon Caramanica
Last year’s ranking: N/A
Featured on: Popcast, The New York Times
Known for: Smart and insightful analysis of modern-day trends, plus interviews with contemporary stars
Followers: 39.1k IG; 33.5k TikTok
Most memorable moments in the past year: Clipse interview; RZA interview; Kendrick Lamar Super Bowl performance review
All it took for The New York Times pop critic Jon Caramanica to earn his rightful place on this list was for him to pivot to multimedia. Caramanica has always been a celebrated writer in the rap world, but his crossover into mainstream notoriety has arrived with his embrace of the podcast—er, Popcast—format. Usually alongside rap-leaning Times reporter Joe Coscarelli, Caramanica has made one aspect of The New York Times at least somewhat cool, embracing mediums like TikTok and ideas like car videos in an attempt to showcase a different way in which music criticism can function. In doing so, Caramanica has expanded his appeal to a generation that seems ambivalent at best about the written word. Now the “unc” gets love from underground rap pages when they hear him shouting out OsamaSon. —Will Schube
24.Zias and B.Lou
Last year’s ranking: N/A
Featured on: Zias and B.Lou
Known for: Hilarious reaction videos
Followers: 5.04 M YouTube; 611K Twitch
Most memorable moments from the past year: Reacting to being mentioned in the Drake lawsuit; Reacting to 1900Rugrat’s “One Take Freestyle Remix”; Reacting to J. Cole’s “cLOUDs”
There’s an art to a great reaction video. Plenty have tried, but few do it as consistently well as Zias and B.Lou. They remain among the best at blending sharp commentary with humor, thanks to their natural chemistry and ability to riff off each other in ways that feel effortless and entertaining. Their reaction to “Not Like Us” was so impactful, it was even cited in Drake’s initial defamation lawsuit against UMG. True to form, they followed it up with an even funnier reaction video—this time about the lawsuit itself. And one lawsuit doesn’t stop a show; one of the highlights of Drake dropping “What Did I Miss” is Zias and B.Lou’s reaction video about the Iceman single. —Jordan Rose
23.Arshan Jawaid
Last year’s ranking: 24
Featured on: Kids Take Over
Known for: Refreshingly music-focused conversations with underground rappers
Followers: 167K IG; 162K YouTube
Most memorable moments in the past year: LUCKI interview; Jim Legxacy interview; Nav interview
Last year, one of the most controversial additions to our list was Arshan Jawaid, the mastermind and face of Kids Take Over. (To quote Akademiks, “I never heard of this n*gga until I seen this [list].”) But a year later, not only do we feel great about that decision—we’re doubling down. Arshan has been on fire over the past 12 months; literally, as I write this, Drake just reposted a clip of his interview with Lucki on Instagram.
Arshan approaches interviews with real curiosity and a genuine interest in the music, which makes him an outlier in a landscape full of bloodsuckers. He understands contemporary hip-hop as a genre made up of mini-scenes and subcultures—and he has the taste to find the people who matter most and the instincts to get their most arresting moments. He gave Jimi Legxacy his first on-camera interview and got Bktherula to admit she listens to controversial white rapper Brennan Jones. —Dimas Sanfiorenzo
22.Angela Yee
Last year’s ranking: 17
Featured on: Way Up With Angela Yee,Angela Yee’s Lip Service
Known for: Being a prolific host who is also a comforting interview presence
Most memorable moments in the past year: Jim Jones interview; Rob49 interview on Lip Service; Lupe Fiasco interview
It’s surprising to realize we’re only two years into the Way Up With Angela Yee experience. The show already has that “it’s always been here” feeling. We know the segments—like “Tell Us a Secret,” where listeners overshare just a little too much—and we know the regulars, like rapper Maino, who always seems to be a text message away.
This speaks to the strength of local radio in a major market: If you have the right slot you can offer a kind of consistency that feels underrated on lists like this, which tend to reward big moments. But don’t underestimate Yee, who is a pro and still one of the most respected figures in rap media. After all these years, Angela Yee remains a trusted ear—someone artists feel comfortable around. Which, actually, can cause some issues. On her long-running sex-positive podcast Lip Service, That Mexican OT got a little too relaxed and shared controversial views on the N-word—comments he’d later have to walk back. —Dimas Sanfiorenzo
21.Bootleg Kev
Last year’s ranking: 14
Featured on: The Bootleg Kev Podcast, The Bootleg Kev Show
Known for: Wide-ranging interviews with notable hip-hop figures
Followers: 145K IG; 474K YouTube
Most memorable moments in the past year: Snoop Dogg interview; Joey Badass interview; N.O.R.E. interview
A hip-hop nerd disguised as a host, Bootleg Kev brings deep-cut, obsessive energy to every conversation. Few people on this list offer the same breadth of interviews: Warren G talking about kicking booze, Denzel Curry breaking down Kendrick vs. Drake, and fucking X-Raided casually reflecting on being cool with the Menendez brothers in prison. Kev also had the most thorough coverage of the Joey Badass and Ray Vaughn dust-up, sitting down for extended conversations with both. —Dimas Sanfiorenzo
20.Big Boy
Last year’s ranking: 16
Featured on: BigBoyTV, Big Boy's Neighborhood
Followers: 1.5M YouTube; 629k IG
Known for: Comedic timing and energetic interviews in LA
Most memorable moments in the past year: Mustard post-Super Bowl interview; Marlon Wayans Diddy Verdict breakdown
At 55, Big Boy remains a pivotal voice in West Coast hip-hop, carrying over momentum from a busy 2024—which included being in the thick of Kendrick Lamar’s Pop Out in a full Denim Tears suit—straight into this year. He’s still the host of the influential morning show Big Boy’s Neighborhood on Power 106, and his BigBoyTV series continues to spotlight hip-hop legends like Clipse, Too Short, Chuck D, and Xzibit.
Thanks to his decades-long reputation and undeniable stature, Big Boy remains a trusted interviewer and a true pro. He’s also not above having a little internet fun: His participation in TikTok’s "goodnight" trend, hilariously pranking Xzibit, Top Dawg, and O.T. Genasis, further cemented his cultural relevance. —Will Lavin
19.Nadeska Alexis
Last year’s ranking: 19
Featured on: The Nadeska Show, Rap Life Review
Known for: Textbook interviewing skills, and the ability to provide fair, nuanced commentary about trending topics
Most memorable moments in the past year: Kendrick Lamar interview before the Super Bowl; Post-Grammys coverage; Wiz Khalifa interview
At the top of the year, during one of the most dominant runs we’ve ever seen from a rapper, Kendrick Lamar gave exactly one video interview. One of the hosts? Nadeska. The moment, which came as part of Apple Music’s Super Bowl halftime show coverage, reminded fans why she belongs on a list like this. The conversation was thoughtful and measured; yes, it touched on aspects of the beef, but it wasn’t sensationalized. In many ways, it showcased Nadeska’s strength—she’s built a reputation for covering and reporting on hip‑hop with integrity, being a consistent voice of reason on Rap Live Review. —Allison Battinelli
18.DDG
Last year’s ranking: N/A
Featured on: DDG on Twitch
Known for: Blending his skills as a content creator and rapper to craft innovative content
Followers: 7.1M TikTok; 6.8M IG
Most memorable moments in the past year: Streaming with Bhad Bhabie; Making “Pink Dreads” with Plaqueboymax;
I have a prediction: Next year, DDG will either be completely off this list or top 3. He’s one of the most famous people here, with his romantic relationships constantly making headlines and his antics at Streamer University dominating coverage. But is he really part of hip-hop media? You could argue that, for a stretch, he was. He’s become a leader in the hip-hop streaming world, taking the ethos of Plaqueboymax’s In the Booth series to another level—recording an album live on stream with artists like Rob49, Khalifa, Bia, DaBaby, and more. The album might not have been a raging success, but I can appreciate the swing. And at times, he’s been a voice in the mix of news headlines. When Bhad Bhabie was in the middle of her dust-up with Alabama Barker, she went to see DDG. —Dimas Sanfiorenzo
17.Elliott Wilson
Last year’s ranking: 5
Featured on: The Bigger Picture, The Elliott Wilson Experience
Known for: Conversations with rap legends, sparking hip-hop debates, and pissing off streamers or rappers who think they’re doing journalism
Followers: 304.5K X
Most memorable moments this year: Elliott and Cam’ron having it out; Joey Badass and Ray Vaughn analysis; the Rapsody interview
Last year, Elliott Wilson was one of the most prominent voices in the Kendrick vs. Drake beef. But without a back-and-forth on that scale this year—sorry, Joey Badass and Ray Vaughn—it’s been harder for him to find a narrative to latch onto. The Bigger Picture remains one of the better rap shows, and he’s a vital part of it. It’s also cool to see him get momentum on another interview series, The Elliott Wilson Experience, where he’s talked to a wide range of artists, from Cash Cobain to Mach-Hommy. But it’s telling that many of his moments that actually captured the rap zeitgeist came from conflict—like when he revealed a fiery private voice note from Bow Wow, or when private tension with former partner B.Dot spilled into the open, or when Cam’ron and Elliott hashed out the intricacies of journalism on Talk With Flee. —Will Schube
16.DJ Hed
Last year’s ranking: N/A
Featured on: The Bigger Picture, Effective Immediately
Known for: Strident, sometimes contrarian, hip-hop takes
Followers: 122k IG; 31.2k YouTube
Most memorable moments in the past year: Reactions to Kendrck Lamar’s GNX album; DJ Hed debating with Mal; Wale interview
DJ Hed is the stoic hip-hop media needs. On The Bigger Picture, he’s the perfect counter to Elliott’s giddiness and in-the-moment hyperbole, often bringing a “who cares” energy that grounds the conversation. In fact, he’s become the show’s secret weapon: blunt, direct, and honest about his biases (the West Coast). But he’s not unfair. He had tough words for parts of Drake’s “What Did I Miss,” but still admitted he was adding it to his “[DJ] mixes.” And on Effective Immediately with Gina Views, he’s shown he has real interview chops—giving respected rap voices like Wale, Clipse, and Ab-Soul a meaningful space to speak. —Jordan Rose
15.Jadakiss and Fat Joe
Last year’s ranking: N/A
Featured on: Joe and Jada
Followers: 214K YouTube; 164K IG
Known for: Sharing never-before-heard personal stories and deep dives in a humorous manner
Most memorable moments in the past year: Launching viral Jim Jones and Nas debate; Fat Joe’s story about bailing Justin Bieber out of jail; Nelly’s 50 Cent and Ashanti story;
It was almost a given that a podcast hosted by Jadakiss and Fat Joe would be a hit. The New York duo’s often hilarious chemistry—built over years of collaboration—shines in every episode. Joe typically takes the lead, quick with a joke or a story that’s exaggerated to the 10th power (like the time he claimed the Taliban took a day off after Michael Jackson’s death), while Kiss plays the perfect sidekick, often looking exasperated by what he’s hearing. They’ve only been doing the show for a few months, but they’re already delivering viral moments—whether it’s responding to one of our rankings or giving Jim Jones a platform to claim he has more hits than Nas. —Will Lavin
14.Shannon Sharpe
Last year’s ranking: N/A
Featured on: Club Shay Shay, Nightcap
Followers: 4M YouTube; 3.3M IG
Known for: Creating a safe space for cultural icons to share untold stories and have candid conversations
Most memorable moments in the past year: 2 Chainz interview; Damon Wayans interview; Kai Cenat interview
Even though Shannon Sharpe’s record-breaking Club Shay Shay interview with Katt Williams dropped in early 2024, we left him off last year’s list—it felt like what he was doing sat outside the center of hip-hop. This year, that’s changed. Hip-hop is clearly becoming a bigger part of his strategy. His emphasis on authentic conversation over traditional journalistic rigor has led to a run of standout interviews in 2025: an on-location sit-down with 2 Chainz that featured rare insights on Eminem and Jay-Z, a hilarious back-and-forth with Jim Jones about Nas, and a real “old guard meets new guard” moment with Kai Cenat. Sexual assault accusations were levied against Sharpe early in the year, but with the case now settled, he seems poised to pick things back up. —Will Lavin
13.Trap Lore Ross
Last year’s ranking: 20
Featured on: Trap Lore Ross
Followers: 1.41m YouTube, 223k Snapchat
Known for: True-crime YouTube documentaries
Most memorable moments in the last year: 50 Cent's 20 Year Plot to Destroy Diddy; The Many Murders of Lil Durk; The Deadly Gang War Behind Central Cee
Whenever Lil Durk ends up going on trial for the murder of Quando Rondo’s cousin, the prosecution will have to choose a jury. When they’re doing that, they’ll have to weed out plenty of potential biases that could compromise a verdict. One of the questions might be, “Have you ever heard of Trap Lore Ross?” In a career spanning at least six years, the YouTuber and amateur investigative reporter has earned a sizable following by producing lengthy documentaries that often traffic in rumor, hearsay, and unverified claims. His videos range from stories about superstars—like “The Disturbing Death of Jay-Z's 'Mistress'”—to tales of street rappers with alleged underworld ties, such as “Rapping Hitman With 8 Bodies STILL On the Run: Bloodhound Q50.”
This year alone, he’s earned millions of YouTube views with explainer videos breaking down gang shootings, ongoing beefs, and the lore surrounding a wide range of rappers, from Diddy to Central Cee. Probably the most infamous is The Many Murders of Lil Durk, widely seen as a sequel to his King Von documentary, King Von: Rap's First Serial Killer.
Trap Lore Ross’ growing content empire comes accompanied with a bunch of interconnected existential questions. One, how much different than typical true-crime content is it? Does it matter that a white man is making these videos, and is it fair for someone who isn’t an actual law practitioner to make bold claims, such as calling deceased Philly basketball prodigy Noah Scurry a “serial killer?” These are hefty quandaries that will only grow with each new video he uploads. So will his YouTube base of over 1.4 million subscribers.—Peter A. Berry
12.Ebro
Last year’s ranking: 7
Featured on: Ebro in the Morning, The Ebro Show, Rap Life Review
Known for: Being unafraid to share dissenting opinions or call out artists if necessary
Most memorable moments in the last year: Clipse interview; Snoop Dogg interview; commentary about Doja Cat
After more than 30 years in the game, Ebro Darden might be best summed up by that never-officially-released Lil Uzi Vert track: “Chill Ebro.” He’s built a reputation on strong opinions, standing firm in them, and bringing decades of industry knowledge paired with a frank approach to divisive topics. Apple Music’s Rap Life Review remains consistently strong, with Darden—and his old-school sensibilities—serving as the dominant voice. The debates are spirited and sometimes spark backlash from artists. When Ebro and Eddie Francis questioned Doja Cat’s place in “the culture,” she jumped into the fray. And yet, for all his brashness, he knows when to fall back. During the pre-Super Bowl interview with Kendrick Lamar, he stepped aside and let Nadeska take the lead.—Jaelani Turner-Williams
11.N.O.R.E.
Last year’s ranking: 11
Featured on: Drink Champs
Known for: Drinking, smoking, and getting untold stories out of hip-hop legends
Most memorable moments in the past year: Will Smith interview; 8Ball and MJG interview; Dr. Dre and Snoop Dogg interview
On multiple occasions now, N.O.R.E. has said there are only three podcasts that matter: The Joe Budden Podcast, Million Dollaz Worth of Game, and Drink Champs. There’s some truth to this. But Drink Champs, at this point, sits in the bronze position, and N.O.R.E. remains right where he was last year, with no real reason to rise or fall.
Drink Champs is still the place for sprawling interviews with rap legends. This year alone saw first-time appearances from icons like Nelly, Will Smith, and Dr. Dre. But at a certain point, it becomes a numbers game—there are only so many legends to book, and it feels like N.O.R.E. is starting to hit a wall. Two-hour interviews with Ron Browz and DJ Webstar are pretty tough to sit through. Even if the show doesn’t feel as sticky as it once was, it’s still a quality listen for anyone who loves hip-hop. He recently pulled an hour-long interview with an incarcerated Max B, and his three-hour sit-down with 8Ball & MJG—the still-underappreciated, legendary duo—was a reminder of the show’s unique value in the market space. And, business-wise, N.O.R.E. seems to be leveling up. He launched The Drink Champs Podcast Network, which just debuted its first original series: ROC Solid, a podcast hosted by Memphis Bleek, who’s now telling his own war stories, giving out his own flowers. —Will Lavin
10.Gillie & Wallo
Last year’s ranking: 9
Featured on: Million Dollaz Worth of Game
Known for: A mix of comedic banter, sprawling conversations, and motivational moments
Followers: Gillie: 4M IG; Wallo: 2.8M IG; 1.75M YouTube
Most memorable moments in the past year: 50 Cent interview; Will Smith interview; Rio Da Yung OG interview
If you asked Gillie what the highlight of 2024 was, he’d probably say becoming the unofficial hype man for the Philadelphia Eagles during their Super Bowl-winning run. Oh, and maybe he’d mention the podcast, too. Million Dollaz Worth of Game doesn’t quite have the same momentum it did in past years, but it’s still been a productive year for Gillie and Wallo. The show remains a reliable stop for buzzing rappers—like when Key Glock or Rob49 and Loe Shimmy pulled up—and a safe space for legends. The podcast’s high point this year was when they sat down with 50 Cent for a career-spanning interview, one of those moments where the name of the podcast felt justified. —Will Schube
9.Rory & Mal
Last year’s ranking:13
Featured on: New Rory & Mal
Known for: Lively hip-hop debates and conversations
Followers: 96.4K IG; 300K YouTube
Most memorable moments in the past year: Kendrick Lamar Super Bowl halftime show review; commentary on Drake’s UMG lawsuit
Rory and Mal are on the rise. After debuting on this list last year, they’ve crept into the top 10, thanks to the fact that their platform has become more than just a place to react to music—it’s now making news of its own.
OVO Mal has leaned into his connections, emerging as something of a “Drake whisperer.” When he casually dropped that Drake had “a bomb” on Iceman, the internet went into a frenzy. (He later clarified that it wasn’t another diss; just that there was a hit coming.)
To their credit, Rory and Mal are in on the jokes and they find ways to have fun with their reputation. On the one-year anniversary of the Kendrick vs. Drake beef, Mal went head-to-head with West Coast counterpart DJ Hed in a First Take-style debate, with Rory and Demaris guiding the discussion. It was one of the most entertaining podcast episodes of the year. You may not agree with all their takes—and maybe, yes, Mal takes the OVO glazing a little too far—but props to the duo for consistently finding new and creative ways to stay entertaining. —Jordan Rose
8.Anthony Fantano
Last year’s ranking: 8
Featured on: TheNeedleDrop
Known for: In-depth YouTube reviews and snarky but informed commentary
Followers: 3.03M YouTube; 920K X
Most memorable moments in the past year: Review of Kendrick Lamar’s gnx; review of Playboi Carti’s MUSIC; review of Clipse’s Let God Sort Em Out
Anthony Fantano is the world’s most preeminent music critic. He knows it—and he’s mastered how to feed our culture of instant gratification and consumption, dropping album reviews constantly, sometimes before other major outlets get their take out.
Some purists might shake their heads at Fantano’s approach—or bang on their typewriters—but it’s hard to argue with his success. His opinions on new rap releases genuinely matter. You saw it recently: His decision to give Clipse’s Let the Lord Sort ’Em Out a rare 10—joining the hallowed ranks of Death Grips’ The Money Store and Kanye West and Kid Cudi’s Kids See Ghosts—was a real moment. And underground rap pages couldn’t help but lose their shit when he rated che’s Playboi Carti-coded REST IN BASS higher than MUSIC. —Will Schube
7.Nardwuar
Last year’s ranking: 10
Featured on: NardwuarServiette
Known for: Ridiculously well-researched questions and encyclopedic music knowledge, that silly hat, and interview-ending freeze frame
Followers: 2.6M IG; 3.77M YouTube
Most memorable moments in the past year: Tyler, the Creator interview; Yeat interview; Chief Keef interview
Rap fans know how particular Tyler, the Creator is about who he interacts with. And yet, there’s one person who’s managed to sit down with him for almost every album cycle: Nardwuar, who’s been your favorite rapper’s favorite journalist for something like 20 years now. Getting your mind blown by Nardwuar’s uncanny ability to dig up deep cuts has become a rite of passage for young rappers. And while it’s always fire to see him connect with someone like Tyler again, the real highlights lately have been his interactions with artists new to the Nardwuar experience, like Lil Tecca, Yeat, and Nino Paid. Still, none of those were Nardwuar’s rap moment of the year. That came on Christmas, when we got to see Timothée Chalamet and Nardwuar geek out over Lil B. —Allison Battinelli
6.DJ Vlad
Last year’s ranking: 6
Featured on: VladTV
Known for: Controversial guests and outlandish soundbites
Followers: 957K IG; 6.16M YouTube
Most memorable moments in the past year: Vlad’s many, many interviews focused on Diddy
Back in March, DJ Vlad, Trap Lore Ross, Adam22, DJ Akademiks, and Wack100 appeared on a No Jumper podcast episode together. The topic was rap current events, but the real draw was the lineup: rap media’s Legion of Doom all in one room, kicking the shit. Vlad is the Lex Luthor of the operation, the one who arguably established the blueprint for modern hip-hop media. Some of Vlad’s biggest innovations:
1. Helped establish clips culture by breaking down long, hour-plus interviews into dozens of smaller clips he could eat off.
2. Cast a wide net, interviewing everyone from old-school, semi-forgotten legends to fringe, up-and-coming street rappers, pretty much skipping A-listers entirely.
3. Zeroed in on whispers, rumors, and online speculation, which often led to rappers confessing crimes on video.
4. Paid at least some people who appear on his platform for their time.
That model has shaped the YouTube hip-hop ecosystem, with Vlad’s fingerprints visible on platforms like Cam Capone News and The Art of Dialogue. In 2025, hip-hop still anchors Vlad’s content—but it’s rarely about the music itself. This year’s biggest story, the federal racketeering and sex traffic charges against Diddy, was dominated by Vlad. He brought in voices from every angle: former business associates, ex-Bad Boy rapper E. Ness, trial-adjacent figures like sex worker Sharay “The Punisher” Hayes, and even courtroom veterans like mob informant Sammy the Bull and TV personality Judge Mathis.
The No Jumper moment underlined something that’s becoming more common: Vlad is now just as much the story as the artists he interviews. Whether that’s a strength or a weakness depends on how you see it. On one hand, he’s built a loyal audience deeply invested in the world of Vlad. On the other, fewer people seem to care about his take on new music. —Dimas Sanfiorenzo
5.Charlamagne Tha God
Last year’s ranking: 4
Featured on: The Breakfast Club, The Brilliant Idiots
Known for: Sensational commentary, provocative questions, and his “Donkey of the Day” segment
Followers: 4.5M IG; 5.89M YouTube
Most memorable moments in the past year: Interviewing N3on on The Breakfast Club; breaking down Drake’s “Nokia” video; offering commentary on the Diddy trial
“Why am I dropping a spot because I’m transcending hip-hop?”That was one of the withering questions Charlamagne posed to us last year, after falling from No. 3 to No. 4 on our annual list. Now, for the third year in a row, he drops another slot—largely for a similar reason.
Charlamagne has undoubtedly broadened his reach even more, but that expansion has arguably diluted his once hyper-focused grip on rap conversations. That doesn’t mean he no longer has a voice in hip-hop—especially among the older crowd. The Breakfast Club remains a powerful force—N3on’s disastrous appearance on the show has been one of the bigger storylines of the last couple of weeks—and even an offhand comment from him can still spark debate, like when he advised against Kendrick Lamar performing “Not Like Us” in full at the Super Bowl.
His pivot toward broader pop culture and politics has strengthened his overall brand. But on a list centered around rap, Charlamagne isn’t the voice hip-hop fans flock to like they once did. In growing his platform, he’s effectively made space for streamers and newer media voices to carry the torch. —Will Lavin
4.Plaqueboymax
Last year’s ranking: N/A
Featured on: Plaqueboymax
Known for: Giving audiences a behind-the-scenes look at how rap songs are made through In the Booth, and hosting artist face-offs with Song Wars
Most memorable moments in the past year: Taking over London with In the Booth; Plaqueboymax’s dust-up with Lil Tjay and Fivio Foreign; recording an In the Booth with Central Cee
If we had made this list three months ago, Plaqueboymax might’ve been fighting for the No. 1 spot. His In The Booth series felt like truly game-changing content—not just because he was early on some of rap’s next hitters, from Lazer Dim 700 to Nino Paid to BabyChiefDoIt, but because he was doing something trailblazing: introducing fans to the music-making process. We didn’t just get to meet BabyChiefDoIt and Nino Paid through Max—we saw them make a song together, “Coolin,” and then perform that same track on festival stages.
But if you’ve been following, you know what happened next: Max abruptly stopped. While challenging himself to stream every day, he became increasingly vocal about the mental health drawbacks and burnout he was experiencing. He also started focusing more on his own rap career—dropping an album (Five Forever), headlining his first show, and hitting the festival circuit.
So what now? He’s recently returned to streaming, leaning into more experimental content, but hasn’t dropped a new In The Booth since May. Still, the impact of that series—which started attracting more superstar-adjacent names like Central Cee, Wiz Khalifa, and 2 Chainz—was too big to ignore. Even after a break, Max deserves to be near the top. —Jordan Rose
3.Joe Budden
Last year’s ranking: 2
Featured on: The Joe Budden Podcast
Followers: 1.53M YouTube; 1.7M IG
Known for: Insightful commentary and insider perspective around hip-hop and the industry
Most memorable moments in the past year: Commentary on Diddy trial; Beefing with Drake (again)
Last month, Joe Budden accidentally revealed on Instagram that his podcast was pulling in over $900,000 a month in membership revenue. After that moment went viral, Budden and his business partner, Ian Schwartzman, opened the books: The show is now projected to generate a staggering $20 million in revenue in 2025.
Not bad for a podcast. Now in its 10th year, the Joe Budden Podcast operates with the same core ethos—unfiltered and outspoken cultural commentary—while still finding ways to keep things fresh. Budden has spent the past year expanding the JBP universe. The latest addition is cultural critic and academic Dr. Marc Lamont Hill, a sharp, empathetic, and frankly much-needed presence on an increasingly crowded couch, which also includes Parks, Ice, Ish, Melyssa Ford, Emanny, and QueenzFlip.
Even with new voices, the podcast still leans into weighty topics in ways that can be controversial. The show’s coverage of the Diddy racketeering case, for example, featured takes around Cassie—treading the line of victim-blaming—which were balanced by Marc's more socially conscious perspective. (At one point, Budden was questioning if Diddy, who was found guilty of two charges of transportation to engage in prostitution, could sue the feds.)
So, with all this success, why does Budden keep sliding down our list? He was No. 1 in our inaugural year. Second in 2024. Some of it reflects the shifting media landscape: Podcasts are starting to feel like part of the old guard, with streamers being the main source pushing the genre forward. And much of the show’s most clipped-out moments now come from the cast’s interpersonal dynamics, not rap coverage. (No one’s checking Budden for Playboi Carti analysis.)
Still, when it comes to the podcast space, Budden and his crew remain the best doing it. —Will Lavin
2.DJ Akademiks
Last year’s ranking: 1
Featured on: DJ Akademiks on YouTube, Twitch, Rumble, Spotify, and Instagram
Known for: Getting inside information from notable rappers; livestreaming the biggest moments in hip-hop
Most memorable moments in the past year: Interviewing Ye while the rapper wore a black Ku Klux Klan outfit; breaking down the OTF case
It’s easy to take dominance for granted. Drake has more hits than the Beatles, and his latest single just hit No. 2 on the Billboard Hot 100. But after years of wins, there are diminishing returns from his accomplishments. LeBron’s been busting ass for so long that his annual 27/7/7 averages have become … well, average. But it’s his average, and that doesn’t mean he’s not still dominating the competition. Like it or not, ditto for DJ Akademiks. Dating back to his YouTuber days, Ak has delivered his own triple-doubles, leading the league in media rap beef, controversial takes, and streaming theatrics that eventually go viral. Part-provocateur, part rap-game insider, he’s continued to operate in a rarified air.
Back in March, he earned a new viral moment when Ye rocked Black Klansman robe in an interview Ak posted to YouTube. It could be argued that no one should interview Ye right now, but it served as a reminder that Ak has long stopped caring about the public’s sense of morality. Dating back to the peak of the Kendrick-Drake beef, he’s supplied commentary and behind-the-scenes information from The Boy himself, earning a reputation as a 6ix God insider (and, some might say, propagandist). Through his affiliated social media account, AkademiksTV, he’s been able to provide a steady stream of content for folks who believe Drake was cheated and that Kendrick Lamar fans should never be handed the aux chord. And he still made time to beef with folks like Ab-Soul.
You can see why Akademiks is so popular. He’s a talented, engaging speaker—and he’s been crazy consistent, weighing in on just about every major rap story over the last few years. At this point, he’s a seasoned vet with real insight into the industry—insight he’s more than willing to share. Just look at the past few weeks: He’s broken down bundling strategies from artists like Clipse and Travis Scott; spoken candidly about the deals streamers like Kai Cenat and Adin Ross are signing; and—in classic Akademiks fashion—found time to share insider stories and run-ins, like his recent encounters with Dave Free from TDE.
But his bread and butter is still rap’s messiest corners. And with massive audiences on Instagram, X, YouTube, and Rumble, Ak has turned rap chaos into a media empire. Whether you want to engage with his content or not, when an unpleasant piece of rap news breaks, Ak is usually either the source, the documentarian, or the story itself. When a rapper doesn’t like what another rapper said, they’ll respond to a screenshot Ak posted. When they flop, he’ll tweet about it. And if they want smoke, Ak will hop on Rumble and go in. His presence has become so constant, so reactive, it borders on parody. But as long as rap has an underbelly, Ak will be there to eat. —Peter A. Berry
1.Kai Cenat
Last year’s ranking: 3
Featured on: KaiCenat on Twitch
Known for: High-energy content and over-the-top skits
Followers: 18.5M Twitch; 7.19M YouTube
Most memorable moments in the past year: Reacting to new Playboi Carti music; behind-the-scenes at the Grammys; reviewing Lil Baby’s WHAM
At this point, Kai Cenat needs no introduction. The streamer-turned–cultural-force sits atop our hip-hop media power player list this year—and frankly, it’s not even close. As the vanguard of Gen-Z streamers, Kai is a superstar powered by a mix of relentless work ethic and natural charisma. Whether he’s catching up with fellow AMP creators or chopping it up with rappers like Nicki Minaj, 21 Savage, or Offset, the 23-year-old has become a tastemaker without ever claiming to be a music critic or journalist. When Kai turns his camera on, his 18.5 million Twitch followers tune in for surprise guests, viral album reactions, or live commentary that can rattle even the most powerful industry gatekeepers.
Let’s get something straight: There’s no one else on this list making headlines purely off their personality and opinion like Kai is. When Kai suggested during a livestream that the crowd noise during Kendrick Lamar’s Super Bowl LIX performance was “enhanced,” that became a headline. When he called Lil Baby’s WHAM “mid,” that was a headline. When he hyped Travis Scott’s JackBoys 2, scoring it a 9.5, that was a headline. That’s the level of influence we’re dealing with here.
What sets him apart even more is how much access he has—and how generously he shares it. His livestreaming coverage of award shows, from the Grammys to the BET Awards, is immersive. Viewers ride along with him through every moment, even the awkward ones—like when he didn’t recognize Wale. And his launch of Streamer University shows he’s thinking about those coming up behind him.
And even as he levels up, embracing more traditional media—becoming the first streamer to land a TIME cover—hip-hop remains central to everything he does. He was at the heart of the biggest album drop of the year: Playboi Carti’s MUSIC. Kai broke the news that it was finally coming, took a live call from Carti in front of 400,000 viewers, and streamed his reaction live. A few days later, when Carti debuted the album at Rolling Loud LA, Kai was on stage giving fans a front-row view.
If that’s not power, what is? —Jaelani Turner-Williams