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…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

Quote of the Day: “The [financial] industry has been slow to adapt to the ways in which young people want to be communicated with and to communicate with each other.”—Ian Rosen, CEO, StockTwits (YPulse)

Instagram users can now purchase products without leaving the app. The platform’s shopping tags are evolving to allow users to check out directly inside the app from about 20 retailers using saved payment and shipping information. The move doesn’t just give Facebook a direct cut of each sale, but also allows the platform to collect data that they’ll leverage in their ad targeting. Instagram’s influence over young consumers’ purchases continues to skyrocket, and according to our Shoppability trend, 72% of Gen Z & Millennials are open to buying products on social media. (Recode)

Disney and MAC Cosmetics are debuting a nostalgic makeup line for Aladdin fans. The Disney Aladdin collection features lipstick, an eyeshadow palette, and bronzer in jewel and metallic hues that Princess Jasmine might wear with her bright turquoise outfit. The partnership is part of the lead-up to the live-action Aladdin’s debut, and isn’t MAC’s first time introducing fans to whole new worlds of Disney-themed cosmetics. In the past, they’ve also released Cinderella and Disney villains-themed lines. (Teen Vogue)

Google announced their ambitious plan to become “the future of gaming:” a cloud-based streaming service called Stadia. Gamers will be able to play across device (phones, TVs, tablets, etc.) without waiting for the title to load in a YouTube-connected setting. That means viewers can instantly play titles featured in videos and stream their own gameplay to YouTube—which could challenge industry leader, Amazon-owned Twitch. The Netflix-like service is set to launch this year. (The Verge)

Instagrammable dim sum is going global. The craze stared in Hong Kong, where Social Places serves up bao made to look like tiny pigs and charcoal custard bao filled with “a thick liquid that oozes out like lava,” introducing three or four new incarnations each month to keep customers coming back. Meanwhile at Disneyland Hong Kong, Crystal Lotus customers dine on buns that look like their favorite animated characters, including Frozen's Olaf. In the U.S., San Francisco’s Chili House and New York’s RedFarm are some of the first to take on the trend. (Bloomberg)

Netflix’s next choose-your-own-adventure series lets viewers chart Bear Grylls’ journey through the wilderness. Soon, Netflix viewers will have the chance to become outdoors experts from the comfort of their couches, as they make the survival show celebrity’s choices as he traverses tricky situations. Grylls himself says that he’s “giving viewers an all-access pass to explore the world and its landscapes in my boots” and that “For the first time, my survival is in your hands.” (THR)

Quote of the Day: “One of the biggest myths about Millennials is that they do not want to engage with human beings, especially if a chatbot, app, or a website can be deployed.”—Xiomara Lorenzo, Director, Society of Grownups (YPulse)

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies