How Concerts & Music Festivals Are Becoming More Millennial

Today’s post comes to us from Caroline Marques, a music fanatic and frequent concertgoer who realizes that the shared experience of seeing an artist live is increasingly important to Millennials. Bonding with other fans, building a closer connection to an artist, and being engaged in such social experiences is something Gen Y values, as they attend concerts and festivals more and more. In fact, 31% of Millennials plan to attend concerts and/or music festivals this summer according to a recent Ypulse poll among more than 2,700 14-30 year olds. Caroline explains below why festivals are so relevant to young people and how they’re changing…

To contact members of the YAB, you can email them at youthadvisoryboard @ ypulse.com or simply leave a message in the comments.

How Concerts & Music Festivals Are Becoming More Millennial

Ultra Music FestivalAsk a teenager when they bought their first CD and they probably won’t remember. But ask Millennials who was the last artist they saw live, and they’ll come up with a list of ten names. It’s summertime and young adults know what that means: time to save up to attend some concerts. Come September, festival-goers all around the world will have more than twenty names to add to their list of bands they’ve seen live. A lot of teens around the world will be spending a few hundred dollars on a festival and camping ticket in order to see their favorite band perform in front of an excited, sweaty, and passionate crowd.

Why are music festivals relevant today? The idea of concerts and live music certainly isn’t new, but I have a feeling that the idea of festivals is becoming more and more mainstream and important to teenagers, which is why I wanted to share my thoughts on this experience and compare it to last year’s.

I was lucky enough to attend Rock Werchter this past…

 
 

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The Newsfeed

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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