Throwback R&B Is Back—But Is It Here to Stay?

Culture

May 7

If you’ve been scrolling through TikTok lately, chances are you’ve stumbled across a clip of someone vibing to a classic Brandy or Usher track like it just dropped yesterday. And let’s be real, it’s not just nostalgia—throwback R&B is making a full-on comeback. Artists today are channeling those signature '90s and early 2000s vibes, from the buttery harmonies to the slow jams that actually feel like love songs. But the big question is: Is this just a trend, or is R&B finally reclaiming its rightful place in the mainstream? Let’s talk about it.

Why Is Throwback R&B Making a Comeback?

The Power of Nostalgia

There’s something about old-school R&B that just hits different. The music wasn’t just about catchy hooks; it was about feeling. From the storytelling in Boyz II Men’s ballads to the slick production of Aaliyah’s records, R&B in the '90s and early 2000s had a depth that resonated. It wasn’t just about romance; it was about personal struggles, growth, and real emotion.

Social media has been a huge factor in bringing that sound back. TikTok and Instagram Reels have turned classics like SWV’s “Weak” and Donell Jones’ “Where I Wanna Be” into viral moments. The thing about social media is that it gives younger generations access to old-school gems, and once they get a taste of real R&B? They want more.

I personally noticed this shift when I saw young artists sampling tracks from my childhood. When Summer Walker flipped Usher’s “You Make Me Wanna” for “Come Thru”, I had one of those “wait, am I old now?” moments—but also a sense of relief that today’s artists still recognize the greatness of that era. The revival isn’t just nostalgia; it’s a celebration of R&B’s timeless energy.

Current Artists Tapping Into That Classic Sound

We’re seeing a wave of R&B artists who are bringing back the magic of the golden era while keeping it fresh. Some standouts include:

Victoria Monét – Her album JAGUAR is dripping with that smooth, sultry '90s energy.
Coco Jones – With tracks like “ICU,” she’s proving that heartfelt, powerhouse vocals still matter.
Muni Long – “Hrs & Hrs” feels like something that could’ve come straight out of the early 2000s.
Brent Faiyaz – His sound leans into that vintage R&B vibe but with a modern edge.

It’s clear that today’s artists are pulling from the playbooks of legends like Toni Braxton, Mary J. Blige, and Maxwell. And honestly? We love to see it.

The Industry Shift—Are Labels Finally Paying Attention?

The Decline of R&B in the Mainstream

For a minute, it felt like R&B was fighting for its life. The 2010s saw a shift toward hip-hop and trap influences, and traditional R&B started to take a backseat. Major award shows, like the Grammys, seemed to forget R&B's impact (we still haven’t forgiven them for that). Labels focused on pop crossovers, pushing R&B artists toward mainstream, radio-friendly sounds instead of letting them stay true to the soulful elements that made the genre special.

Artists like Tinashe and Teyana Taylor have spoken out about the industry’s mishandling of R&B talent, and they’re not wrong. For a while, it felt like the genre was being minimized or sidelined in favor of pop-leaning sounds.

A Growing Demand for Real R&B Again

But the tide is turning. Streaming platforms have given independent R&B artists more control, and fan-led movements are demanding real R&B again. Festivals like Lovers & Friends and Sol Blume have been selling out, proving that the demand for authentic R&B is alive and well. People want music they can feel again—something they can connect to on a deeper level.

As an R&B lover, I remember a time when it felt like I had to dig through the underground scene just to find artists keeping the genre alive. Now, it feels like R&B is finally being heard again in the mainstream, and it’s refreshing.

Will This Be a Trend or a Movement?

The Risk of Industry Trends Fading Too Quickly

We’ve seen nostalgia waves come and go before. The industry loves to latch onto a sound, milk it for everything it’s worth, and then move on. Just look at how quickly the early 2010s EDM-pop phase disappeared. If labels don’t fully invest in R&B and let artists develop their sound long-term, this resurgence could fade just as fast.

R&B artists should be given space to evolve and experiment. If the industry continues to treat R&B like a trend, it won’t stick around for long. It needs to be nurtured.

What Needs to Happen for R&B to Stay in the Spotlight

For R&B to stay in the mainstream, a few things need to happen:

More Support from Major Platforms – Streaming services and radio need to push R&B artists as hard as they push pop and hip-hop.
Continued Artist Innovation – Artists should stay true to R&B’s core while finding new ways to evolve the sound.
Bridging Generations – Collaborations between older and newer artists (think: how Usher and Summer Walker linked up) help keep the sound fresh.

Conclusion: The Future of Throwback R&B

So, is throwback R&B just having a moment, or is it here to stay? Honestly, I’m hopeful. The love for classic R&B never truly went away—it just needed the right artists and platforms to bring it back into focus. As long as fans keep streaming, buying tickets, and demanding more of that real R&B energy, I don’t think it’s going anywhere.

What do y’all think? Are we witnessing an R&B renaissance, or is this just another industry trend? Let’s talk about it.

Monét, V. (2020). JAGUAR [Album]. Victoria Monét.
Jones, C. (2022). ICU [Song]. Coco Jones.
Long, M. (2021). Hrs & Hrs [Song]. Muni Long.
Faiyaz, B. (2020). F**k the World [Album]. Lost Kids, LLC.
Walker, S. (2019). Come Thru [Song]. LVRN.
SWV. (1992). Weak [Song]. RCA Records.
Jones, D. (1999). Where I Wanna Be [Song]. Yab Yum/Universal Records.
Braxton, T. (1993). Breathe Again [Song]. LaFace Records.
Braxton, T. (1996). Un-Break My Heart [Song]. LaFace Records.

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