Gen Z & Millennials Told Us Their 22 Favorite Music Artists

Who are the most popular stars in music right now? We asked 13-36-year-olds to tell us their favorites...

Music is a major conduit for brands to connect with young consumers. Almost seven in ten 13-36-year-olds tell us they listen to music all day long. That’s a serious opportunity to reach them directly, whether it’s via the streaming apps that Gen Z and Millennials are hooked on or the music videos they’re constantly watching. Keeping tabs on their musical preferences, consumption, and interests is perhaps more important than ever.

Of course, their love of music also means a serious devotion to musicians—they are the top type of celebrity young consumers follow on social media, as well as the kind of celebrity they say they admire the most and that have the most talent when compared to other types of stars. In our recent survey on music taste and consumption, 45% of 13-36-year-olds told us that they’re part of a music fandom, and 57% agreed with the statement, “I'm interested in my favorite musicians' personal lives, not just their music.” We found out exactly who those favorite musicians are right now when we asked, “Who is your favorite celebrity in music? (This could be a music artist, group, producer, etc.).” It’s important to note that the results were incredibly fragmented. Nearly 70% of the over 400 musicians listed were named by just one respondent, indicating that in a world of niche music fandoms, it takes a lot for a musician to garner a large following. These are the names with enough star power to make it to the top of the ranking:

*This was an open-end response question to allow us to capture the full range of music celebrities that Gen Z and Millennial consumers consider their favorites—without our preconceived ideas shaping their responses. As with any qualitative…

 
 

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


The Newsfeed

Quote of the Day: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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