5 Rising Music Artists Gen Z & Millennial Fans Are Making Famous

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

New artists are taking over the Top 40 as Gen Z & Millennials discover music on YouTube and streaming platforms…

Gone are the days when radio jockeys curated tastes. In our Music Topline Report, 83% of 13-36-year-olds agreed “they play the same songs too much on the radio so I prefer to listen to music online.” These days, young music listeners have the entire internet to discover music, letting them digitally travel the world to find global bands and boost little-known acts via their dedicated listenership. Social media, YouTube, and suggestions from streaming services were all top ways that Gen Z and Millennials told us that they discover new music artists. Spotify was far-and-away young listeners go-to platform for listening to music regularly, but YouTube is looking to close the gap. They recently rolled out a service to take over more of Millennials’ and Gen Z’s listening time: YouTube Music, which includes ad-free music and downloads. Some are even looking to video games to find the next artist to add to their playlists; Rockstar estimates that Grand Theft Auto gamers have listened to 75 billion minutes of music on GTA Online, where players can tune in to 18 unique radio stations or invite their friends to digital clubs and bars (some are even player-run) to see their favorite DJs, according to Rolling Stone.

As a result of music discovery shifting into the hands of anyone with internet access, the artists that rise to the top are changing. For one thing, listening no longer has borders: K-Pop has broken onto the U.S. charts. BTS’s record-breaking success the paved the way for global genres to gain ground in the U.S, and specifically for other K-Pop bands and conventions (Kcon had 125,000 attendees this year) to rise. DJ Steve Aoki, who has collaborated with the Millennial and…


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The Newsfeed

Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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