3 Trends Shaping Gen Z’s Taste In Music

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

These three shifts are Gen Z driven and changing the music scene, from where they’re finding new music to the kinds of artists they’re tuning into…

We’ve talked about how young consumers have reshaped the way that music is listened to as they’ve flocked to streaming services. Today, streaming has overtaken radio as the dominant way that Gen Z and Millennials are listening to music every day. Radio in the car, once their top way of listening to music every day, has fallen from 43% in 2016 to 29% today among young listeners, while streaming on their smartphone has increased from 33% in 2016 to 41% today. At the same time, YouTube is the top “service” that 13-36-year-olds are listening to music on, and one of the top ways that they discover new artists—second only to their friends. In other words, the internet and apps are the dominant forces for accessing and discovering music among these generations. Gen Z has grown up in the middle of this shift, and their music tastes are being shaped by it. As Rolling Stone reports, popular Gen Z music artists like Billie Eilish and Lil Nas X are tapping into online trends to connect with their fans. Eilish’s whispery sound taps internet trend ASMR while Lil Nas X’s “Old Town Road” leveraged Red Dead Redemption 2’s popularity boom, even using the cowboy-filled video game for the first music video.

New music trends are being fueled by this new era of online access—and the kinds of artists and songs that Gen Z is interested in are shifting accordingly. Here are four changes shaping the tastes of the next generation of music fans:

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. The End Of The Genre

When we first started writing about young consumers' genreless preferences, 60% of young consumers said they don’t primarily listen to one genre. Today, in our recent music survey, 78% of…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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