Every year, YPulse asks Gen Z and Millennials about what’s trending—in their own words. From their words of the year and biggest beauty trends to the coolest brands for back to school, we go straight to the source to understand what’s capturing young people’s attention. It’s the best way to get an idea of what these young gens are thinking, talking about, and experiencing in real time. But there’s also another thing that can tell us what’s resonating: music. As for any gen, a song can become the soundtrack to a season, feeling, or an entire year. And we know for Gen Z and Millennials, music is deeply personal: YPulse’s Music data shows 82% of 13-39-year-olds agree, “Music is part of how I define who I am.” The songs they keep coming back to can reflect their identities and influence the cultural moments they remember. Instead of looking only at the Billboard charts, streaming numbers, or awards, in exclusive YPulse data (available in our Pro data dashboard) we ask young...
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