Spotify’s Controversial Move to Mute R. Kelly is on The Viral List

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

Spotify is making headlines for no longer promoting the music of two artists, fans are banding together to save Brooklyn Nine-Nine, “This Is America” is setting records, and more links to check out this Friday!

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingSpotify Makes Headlines for Muting R. Kelly

In a move that is making headlines and setting a new standard for brands in the post-woke era, Spotify is no longer promoting the music of two artists due to the mounting interest in the allegations being made against them. Singer R. Kelly and rapper XXXTentacion are facing allegations of sexual abuse and domestic violence respectively, with the former being the subject of viral hashtag, #MuteRKelly, that asks the industry to stop profiting off of his music. In response, Spotify instituted a new policy this week that allows them to pull or stop promoting music or artists they deem “hateful,” and they’ve started by banning R. Kelly and XXXTentacion from their playlists and algorithmic recommendations (you can still find the full music catalog of both artists on the platform). Some are praising Spotify for their efforts, while others—including the artists themselves—are calling out the platform for responding to unproven allegations and not acting against a long list of mainstream artists that have also been accused of crimes.

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketingFans Band Together to Save Brooklyn Nine-Nine

Fox’s decision to cancel comedic series Brooklyn Nine-Nine became a top trending topic on Twitter this week with the internet “losing its mind” to save the show. The series, based on the goings-on of a police precinct, is Fox’s second longest running TV show behind New Girl. But ultimately its low ratings—most likely caused by the rising preference to stream later than watch live—has led to its demise after five seasons. Fans, which include celebrities like…


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Quote of the Day: “A lot of people stay in jobs they hate. They feel stuck or need the money. I refuse to do this. I just gave up a Nursing career to be a CSR and I have never been happier.”—Female, 27, IN

YouTube is cracking down on creators that participate in dangerous viral challenges. The media giant updated their community guidelines to take a stronger stance against stunts that spin out of control—like the Tide Pod Challenge. Any creator that performs “pranks that make victims believe they’re in serious physical danger” will earn a strike—three and they’re out. What could constitute a strike? Just ask Jake Paul, who recently drove blindfolded for the #BirdBoxChallenge. (The Verge)

The inner five-year-old of Millennials everywhere is jumping up and down for Hot Topic’s Polly Pocket collab. In partnership with Mattel, the brand that wins at delivering unique styles is dropping a 17-piece collection of nostalgic merch. (The line looks a lot like another throwback collection we called out last year.) In celebration of the iconic toy’s 30th birthday (feel old yet?), ‘90s kids can cop everything from bags to hats to mini makeup palettes that feature shades like “Made in the 90s.” (Nylon)

YouTubers Life OMG! is like The Sims for a generation of aspiring social media stars. Players can pretend to be a video game streamer, a passionate creative, or another influencer. But the game is just as realistic as the kids who play it, making them do chores and deliver newspapers when they’re off the air. Similarly, most kids seem to know the dream is not a full-time gig; just take it from nine-year-old Oliver, who explains, “Of course I will have a good job as well, not just YouTube." (Vice)

Big brands are swooping in to save young shoppers from 2018’s oat milk shortage. The buzzy beverage has become the environmentally friendly alternative to almond milk for Millennial & Gen Z shoppers seeking dairy-free and vegan options. It became a barista favorite this year, mainly thanks to industry upstart, Oatly, which is opening a new factory to up their production. But they better hurry: big brands like Pepsi Co.’s Quaker Oats, Danone’s Silk, and Califia Farms are all getting in on this grain-based trend. (Bloomberg)

The most old-fashioned form of TV is experiencing a surge: over-the-air. While the Post-TV Gen continue to cut the cord, more are buying physical antennas to tap free networks and watch live events. Nielsen data found that this kind of old-school appointment viewing jumped from 9% of all homes in 2010 to 14% last year. Diving deeper into that 14%, about three in five also subscribe to streaming services like Netflix, and their median age is 36. (Fortune)

Quote of the Day: “I’d rather do a job I'm passionate about for a lower salary than do a high-paying but low-rewarding job.”—Male, 18, MA

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