I think with how the music industry is changing thats less and less the case its more so they will put money behind what makes sense on what they feel will get them the best return regardless of genre, whatever they feel can be put into pop whether its R&B, rap, etc if has the potential to get big they will put money behind it and push it not only in that genre but pop.
Kendrick is a great example of that. He gets pop push even tho he's rap because he proved he can get a big return for them. He's limited by some of that pop push because of certain things like his look. But yeah