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

Quote of the Day: “I follow movie critics/sites on Twitter - this is the best way to find out latest news and upcoming films.”—Male, 23, AL

McDonald’s new ad is brand-free and interactive. In the TV spot starring Mindy Kaling, she never says the brand’s name and no logo appears—though she is wearing a yellow dress in front of a red background. Instead, Kaling asks viewers to go to Google and search "that place where Coke tastes so good" to find out for themselves. Requesting the viewer to take action “play[s] on how teens and twentysomethings use their phones while watching TV, while also acknowledging "how they're discovering information" they trust. The ad has been viewed almost 4 million times since being posted earlier this week. (Inc.MediaPost

Nintendo might have plans to dominate the holidays (again). Last week, the brand announced the discontinuation of the wildly popular NES Classic Edition after very limited availability—news that was not received well by gamers worldwide. But now rumor has it that the brand is working on a SNES Classic Edition that could come in time for Christmas 2017, according to Eurogamer's sources. If their response is any indication, Millennial nostalgia will guarantee a success for the relaunch of the classic console. (Let’s just hope Nintendo makes enough this time.) (WWG)  

“Satisfying videos” are trending, and brands are taking notice. Clips that feature “repetitive tasks, perfect patterns in motion or machinery processes being completed in slow motion, with relaxing music” are providing Millennials and Gen Z an escape from stress—as we explored in our In Their Heads trend. These videos—which include things like paint mixing, slime squeezing, and cake icing—are only getting more popular online: over 265,000 posts on Instagram currently live under the hashtag #satisfyingvideos. Prism TV is one brand capitalizing on the trend, with a promotional video series that shows painters mixing colors together in slow motion. (DIGIDAY

Teens are ushering in a new era of “webrooming.” According to a new Dealspotr survey, 47% of 20-year-olds and younger are using their phones as their primary source for online apparel shopping, compared to 39% of Millennials and 37% of Gen X and Boomers. However, since they are less likely to have digital payment options, they were also the most likely age group to shop in-store, signifying they are using mobile to “reverse showroom” or “webroom.” The survey also found that H&M leads as the most popular retailer for the group, followed by Forever 21. (Yahoo FinanceDealspotr

Beauty brands regularly market to Millennials by speaking to their too-busy, “chicly rushed lifestyles,” but is it the right approach? Newcomers Milk Makeup and Allies of Skin are just a few examples of brands growing their beauty empires by offering simple products that are easy to apply, have multiple uses, and can shorten routines for the busy consumer. But when it comes to beauty, quality may come before convenience, especially for young consumers who enjoy spending time on makeup routines: a Ypulse survey found that 55% of 13-33-year-olds like experimenting with different looks. (Racked

Quote of the Day: “I am passionate about beauty, and I look to Ulta, Sephora, and Bluemercury to learn what news products are out on the market and how to use them.”

—Female, 24, FL

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