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

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Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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