Music is a core part of who Gen Z and Millennials are. YPulse’s Music data shows 82% of 13-39-year-olds agree, “Music is a part of how I define who I am.” That’s why young consumers spend so much time curating playlists, sharing their annual music recaps as badges of honor, and proudly bragging when they were already listening to an artist before they blew up. For many, music serves as a form of expression, helping them communicate their identities, and naturally, the artists behind the music are a big part of the equation. For brands, understanding how these musicians fit into young consumers’ lives goes beyond the songs themselves. Young fans have more access to musicians than ever before; they’re following the social media posts, tuning into livestreams, and signing up for broadcast channel communities. This is creating a sense of familiarity that makes young consumers feel like they know their favorite artists as people, not just performers. That additional level of connection gives musicians an even more incredible...
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