Macklemore and Ryan Lewis: So much more than thrift shopping

Today’s post comes from Ypulse staffer Phil Savarese.

Macklemore and Ryan Lewis topped the charts in late 2012 with their song “Thrift Shop” feat. Wanz. The music video has over 180 million views on YouTube and is still the number one song on Spotify in the United States. The duo’s hit single exemplified the Millennial ideals of budgeting, reason, and YouTube. Their full album, The Heist, provides an even more applicable story to Millennial culture. Each track is different, and tackles a different subject. Some illustrate the struggle of young artists, others talk about, well, thrift shopping. There are a few songs that do give insight into the minds of an idealistic Millennial, and are worth noting for anyone who has their eye on the generation. 

"Ten Thousand Hours" is the first track of the album. The title refers to the seemingly endless amount of time Macklemore has invested in pursuing his passion for music. It’s no secret that Millennials want to do the same. “I stand in front of you today all because of an idea, I can be who I wanted if I could see my potential.” Like Macklemore, Millennials are all about maximizing their potential, and he has turned that potential into success, noting full-on dedication; “The greats weren’t great because at birth they could paint. The greats were great because they paint a lot.”

“Make the money, don’t let the money make you. Change the game, don’t let the game change you.” This is the chorus of the track "Make the Money", which is featured in a trailer for the movie 42 that depicts the story of Jackie Robinson. The song encourages others to strive for success without compromising themselves, urging his listeners to “stay true”. Once again, the songs are in line with the Millennial aspiration to succeed, but not concede their values and…

 
 

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Millennial News Feed

Quote of the Day: “This year, I’m planning on taking [my] wife and kid to the Philippines so he can experience his mother’s culture. His mother is Filipino while I am African American.” –Male, 32, CA

Over the last few years, airline flight safety videos have become marketing clips, with some going viral and brands getting more creative with their messages to stand out. Delta’s new in-flight safety clip is no exception, and they’re trying to speak young consumers’ language with a parade of internet guest stars. Meme celebs like Nyan Cat and Overly Attached Girlfriend make appearances in the “walk down Web culture memory lane” that has been viewed almost 2 million times in two days. (The Next Web)

The start and stop years of generations is hardly agreed upon, and many distinguish teens as a completely separate generation from Millennials—one that brands are paying more attention to. Tips for connecting with Gen Z (aka Plurals, Homelanders, iGen, or post-Millennials) include exposing your quirky side (or getting a little weird), having #NoFilter, and engaging with them on the social platforms they use. (Adweek)

Back in 2013, we told brands to prep for the future of e-commerce, including subscriptions beyond the beauty box—and we’ve been keeping track of the trend ever since. The founder of subscription box startup Carnivore Club has some thoughts on where the popular industry will go next. Expect even more niche product offerings, luxury services sold en-masse, and big retail brands joining in on the subscription model craze. (PSFK)

Nothing says summer like a baseball game—right? Maybe not for the next generation. The number of casual young players is dropping, and some Little Leagues are struggling to pull in players. According to the National Sporting Goods Association, the number of seven to 17-year-olds participating in baseball fell 41% between 2002 and 2013. New preferences for other sports like lacrosse and soccer, and kids’ focusing on a single sport for the whole year, could be reasons behind the drop off. (WSJ)

The promposal trend, which we spotted last year, has only been growing and now brands are getting in on the public “will you go to prom with me” spectacles. MTV launched “Promposal Mania” last month, orchestrating promposal stunts with pop stars and broadcasting them on Snapchat and Periscope. Sour Patch Kids has asked teens to submit their promposal stories on social, and is hosting a prom for the winners of the competition. (The Drum)

Looking for a quick stat on young consumers to get you up to speed before a strategy session? Searching Ypulse is the best place to start! Silver and Gold members have access to 10,000+ articles, 20,000+ curated news items, and thousands of statistics on Millennials and teens drawn from our monthly national survey of the generation. Your search can begin and end with us. (Ypulse)

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