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…

 
 

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The Newsfeed

Quote of the Day: “I actively avoid discussions of TV shows.”—Male, 31, MI

Networks are launching an onslaught of new streaming services to compete with the likes of Netflix and Hulu. CBS, Disney, and now Warner Media are hopping on the bandwagon to compete for young cord-cutters' viewing time. The digital switch makes sense, considering 74% of 13-36-year-olds told Ypulse they watch Netflix weekly, versus 33% who watch cable weekly. But one eMarketer analyst predicts this over-saturation in the streaming wars will lead to “a shakeout," in which companies will be weeded out unless they consolidate their offerings. (THR)

Macy’s is putting virtual reality in 90 stores, with the “largest VR rollout in retail history.” Shoppers can don HTC Vive VR headsets to create 3D floor plans, design their living spaces, deck them out with Macy’s furniture, and then take a step inside of the room. The retail tech enables smaller Macy’s stores to offer a lot more inventory to shoppers, and follows in the footsteps of other reality-bending home décor brands. And, according to Macy’s, VR sales were 60% higher than regular sales in their three pilot stores. (MediaPost)

Prada is plotting a comeback among young consumers. They’ve been slow to adapt to digital, but now the luxury company is emphasizing Instagram and aiming to grow their online sales, which were just 5% in early 2018. While investors applaud Prada’s dive into digital, they also believe the brand needs to shutter several stores—not just to increase “profitability” but to create “the illusion of scarcity.” Prada also has to recover from being late to the luxury streetwear game. (Bloomberg)

Some teens are opting for technical school over four-year universities. At Queens Tech, high schoolers are trained to take on non-desk jobs, like being an electrical engineer or working for public transit companies. Earning a high paycheck that isn’t chipped away by student debt is helping to overcome the societal stigma of skipping college. According to one Queens Tech student, “If you’re a construction worker, you may get paid the same as a doctor, but you don’t look as good.” (Vice)

Don't expect to see macho men and swooning women in grooming brands' latest ads. Instead, companies across the industry are toning down the machismo for Millennial & Gen Z males. Some are blurring gender lines, like Dollar Shave Club, whose “Get Ready” spots debunked stereotypes by not just casting straight, cis males. Other brands are betting modern men are more in touch with their emotions, like Gillette, who shared the touching story of a man’s son becoming an NFL linebacker, despite missing one hand.
(Ad Age)

Quote of the Day: “[Zendaya] is such a beautiful human being and I grew up watching her on the Disney Channel.”—Female, 18, TX

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