Run-D.M.C.’s ‘Raising Hell’ at 40: How Billboard Tracked the Rise of Rap’s First Blockbuster Album

In 1986, the hip-hop group Run-D.M.C. released their third album, Raising Hell, which would catapult the genre into mainstream popularity. Rap music had been gaining traction in New York since 1973, but it wasn't until September of that year that Raising Hell and its second single, "Walk This Way," made their way into the top five of the Billboard 200 and Hot 100 charts respectively. This marked the first time hip-hop had achieved such mainstream success.

The May 17, 1986, issue of Billboard reported that the album's lead single, "My Adidas," was breaking initial sales records with preorders exceeding 500,000 units. The June 7 issue stated that the album's sales were "breaking initial sales records," with label chief Cory Robbins confirming that the preorders had surpassed 500,000 units.

By June 21, Billboard noted that the album's audience was predominantly male, with a gender ratio similar to that of a metal concert, and that the age range of the audience was young, from under 15 to 23. The July 26 issue praised the album as one of the most hardcore hip-hop albums ever made, stating that it was "one of the most hardcore hip-hop albums ever made."

The August 2 issue reported that "Walk This Way" was gaining substantial airplay on top 40 radio, despite the fact that it was a rap record. By September 27, Raising Hell had become the first rap album to crack the top 10 on the Billboard 200. The label was clearly pleased with the success of the album and its lead single, with label chief Cory Robbins attributing the album's success to the unprecedented sales, stating that "when people hear something good, they buy it."