In YPulse’s recent Music Report, we told you all about how young Europeans’ music consumption and discovery habits are shifting, how they turn to music for their mental health, and the fact that many are eager to spend their money on music experiences. Another trend is that now the majority of young Europeans listen to music on social media, and TikTok—European Gen Z’s most used social media platform—has increasingly become a seedbed for viral hits and music’s new superstars. With an artist’s fame and song’s ubiquity no longer dictated by the Top 40, understanding who Gen Z and Millennials now count as their favorite musicians may not be as straightforward as it once was. In our recent Music Report survey, we asked 13-39-year-olds in Western Europe the open-end question “Who is your favorite celebrity in music?”As we’ve seen in North America, their answers were incredibly varied, with over 2,400 artists and bands mentioned overall. Their responses reflect the increasing fragmentation of fame, and the fact that they have access...