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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