Millennials & Teens Sound Off: Their Favorite Music Artists

We asked 1000 young consumers 13-32-years-old to tell us who their favorite music artist is right now. Here's what we found out...

In our last monthly survey of consumers 13-32-years-old, we explored their musical tastes and behaviors, including a look at who their favorite music artist is right now.  This is a qualitative look at the question, which was left open-ended. We’ve culled through those responses to glean insight on the artists that are appealing to this generation, and some of the major differences between teens and older Millennials’ tastes.

First, let’s take a moment to talk about the obvious: music is a huge part of young consumers’ lives. According to our most recent survey, 76% say they listen to music multiple times a day, and 80% say music is an important part of their lives. It isn’t just a part of their habits, they are passionate about it: 70% agree with the statement “I couldn’t get through a week without music.” 

Now that we’ve established that, let’s take a look at their responses when we asked teens and older Millennials “Who is your favorite musical artist, group, or band?”

A look at all of their answers reveals that many declare they don’t have a favorite, or that they can’t choose. This isn’t because they don’t care, it speaks more to the fact that this generation is interested in so many music genres and artists. In fact, 79% agree with the statement “My music taste doesn't fall into one specific genre or category.” Males and females answered equally for not having a favorite artist or voicing that it was too hard to choose. These answers were also seen evenly distributed across ages 13-32. One 21-year-old male told us, "Quite honestly? I have too many [favorite artists] to choose from," while a 32-year-old female explained, "I don't have a…


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