| Gen Z are discovering music in video games. According to the U.S. Music 360 report by MRC Data survey, 28% of music listeners over the age of 13 use video games to discover new music, indicating that it’s just as popular as TV among that demographic for music discovery. YPulse’s music report found that 21% of 13-39-year-olds are finding out about new music artists or songs in video games. In the last year, the music industry has been increasing their partnerships in the world of gaming, like Fortnite and Roblox hosting concerts with popular music artists like Ariana Grande, Travis Scott, Marshmello, and Lil Nas X, which has also likely played a hand in young people’s music discovery. (Billboard) |
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