Macklemore and Ryan Lewis: So much more than thrift shopping

Today’s post comes from Ypulse staffer Phil Savarese.

Macklemore and Ryan Lewis topped the charts in late 2012 with their song “Thrift Shop” feat. Wanz. The music video has over 180 million views on YouTube and is still the number one song on Spotify in the United States. The duo’s hit single exemplified the Millennial ideals of budgeting, reason, and YouTube. Their full album, The Heist, provides an even more applicable story to Millennial culture. Each track is different, and tackles a different subject. Some illustrate the struggle of young artists, others talk about, well, thrift shopping. There are a few songs that do give insight into the minds of an idealistic Millennial, and are worth noting for anyone who has their eye on the generation. 

"Ten Thousand Hours" is the first track of the album. The title refers to the seemingly endless amount of time Macklemore has invested in pursuing his passion for music. It’s no secret that Millennials want to do the same. “I stand in front of you today all because of an idea, I can be who I wanted if I could see my potential.” Like Macklemore, Millennials are all about maximizing their potential, and he has turned that potential into success, noting full-on dedication; “The greats weren’t great because at birth they could paint. The greats were great because they paint a lot.”

“Make the money, don’t let the money make you. Change the game, don’t let the game change you.” This is the chorus of the track "Make the Money", which is featured in a trailer for the movie 42 that depicts the story of Jackie Robinson. The song encourages others to strive for success without compromising themselves, urging his listeners to “stay true”. Once again, the songs are in line with the Millennial aspiration to succeed, but not concede their values and…

 
 
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Millennial News Feed

“I won’t buy an already-made costume to dress up in for Halloween because I prefer using my creativity to come up with an uncommon or personalized costume to wearing a mass-produced costume that won't be unique to me.” –Male, 24, CA

One entrepreneur has a big idea to change charity fundraising as we know it—and she’s only 10-years-old. Vivienne Harr started a lemonade stand for charity in 2012 that has turned into Make A Stand lemonade, a family company that donates 5% of each sale. Now, the Harrs are launching StandApp, a mobile platform for donating to and starting crowdfunded social good projects. Twitter’s founders have invested in the app, which tells users they can “make a stand and change the world in 3 steps and 30 seconds.” (Fast Company)

Vice media has established themselves as creators of online content that speaks to young consumers, and now they will launch a global, 24 hour TV network for their Millennial audience. The brand’s Vice News has gotten a reputation for tackling some of the biggest international stories before much more established news organizations, and CEO Shane Smith warned traditional media outlets that as the generation ages up, they will become obsolete, and sites like Vice and BuzzFeed are “the changing of the guard.” (The IndependentThe Drum)

Posting calories counts on menus isn’t necessarily making consumers choose healthier options, but a new study has found that if told what they would have to do to burn off those calories, teens are less likely to buy higher calorie or sugary drinks. When signs were posted in stores telling buyers things like, “Did you know that working off a bottle of soda or fruit juice takes about 5 miles of walking,” 40% of 12-18-year-olds who saw them said they changed their drink choice as a result. Even after the signs were removed these teens continued to make healthier choices. (Washington Post)

Italian clothing label Brandy Melville has reportedly become “one of the fastest growing popular brands among American teens,” but the company is not interested in selling to everyone: they sell most items only in size small. Abercrombie & Fitch has famously lost ground with young consumers thanks to their similarly exclusionary practices, and some teens are expressing their dissatisfaction on Melville’s Instagram, where they are asking for sizes that “fit all.” (Tech Times)

Many Millennials don’t trust banks (or any other large institutions) but it could be that financial organizations are missing a big opportunity with the generation. Adweek’s recent study found that 18-24-year-olds are more likely than other consumers to say they would trust a financial institution more if they provided helpful, unbiased content. But only 20% of respondents felt that these institutions are currently posting interesting articles. (Adweek)

That image at the bottom of our newsletter is a gateway to insights and expert commentary on current and future Millennial trends. Clicking on it takes readers to our daily insights article, available to Silver and Gold subscribers, which illuminates a facet of Millennial culture and helps subscribers to understand the "why" behind the "what." Drawing from our ongoing collection of proprietary data, our deep-dive desk research, and our 10-year history of studying this generation, we figure out what it all means for brands and marketers. (Ypulse)

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