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: “[It’s Always Sunny in Philadelphia is] my favorite satirical/dark comedy for the past 12 seasons and it hasn't dipped in quality since.”—Male, 21, NY

Nike’s new store puts mobile use at the center of the experience. Using geo-fencing, Nike knows when a customer walks into their 68,000 square foot space and changes the app accordingly. Users can see tailored content and offers, book styling appointments on-site, scan mannequins to have product delivered to their dressing room, and more. Based on the success of similar stores in L.A. and Shanghai, Nike execs hope their new flagship will build up Nike’s Brandom, and drive app downloads in the process. (Ad Age)

Jell-O is rolling out edible slime kits. Their Unicorn and Monster kits cash in on the slime trend, which has been booming in the anxiety economy for at least three years. Elmer’s, Cra-Z-Art, and Nickelodeon were all quick to tap the trend for marketing and products while Jell-O is a little late to the party. But considering that 82% of teens told Ypulse last year that they’ve participated in at least one trending activity to relax, there might still be time to capitalize. (Vox)

BuzzFeed is getting into the retail game, with plans to open family-focused stores across the country, starting in NYC. The brick-and-mortar venture, called Camp, will sell toys and apparel to Millennial parents and their kids, and the first is scheduled to open in time to capture some holiday spending. The concept is copying Story by changing up products and experiences every eight to 12 weeks, because, “we want to deliver adventure every time they come to the store.” (Ad Age)

Pharma companies are using influencers for social media marketing. Wego is a platform that connects patients with social media followings to pharmaceutical companies for marketing activations, like posts about drugs and devices. One company at least has seen success using the approach: Sunovian's earned media impressions surged from fewer than 100,000 to more than 13.2 million after working with Wego. The biggest caveats to that cashflow could be abiding by FDA regulations and contending with “a myriad of ethical issues." (STAT)

Eighty-five percent of Millennials have purchased a product after viewing a branded videoThat’s nearly 10% higher than the adult average for the U.S, U.K., and Australia, according to Brightcove. In addition, 56% ranked videos as more engaging than any other marketing materials and 46% said its their favorite form of brand communication. They're also seeking Shoppable content: 30% said they're interested in videos containing purchase links. (Marketing Charts)

Quote of the Day: “Black-ish is my favorite show on air because it's informative, funny, relatable, and political…I know that I'll be entertained and maybe even learn something new or think critically about certain issues.”—Female, 22, PA

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