The Genre Bending Gen Z Song Topping Charts In The Viral List

“Old Town Road” is Gen Z’s genre-defying hit, K-pop groups are battling it out to break records on YouTube, KFC’s new colonel isn’t human, and other stories shaking up the viral list this week…

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing1. “Old Town Road” Defies Genres

Genre-bending hit “Old Town Road” is climbing both the country and rap charts, and Billboard execs are confused. Rising Gen Z artist Lil Nas X’s unexpected hit was rising through the ranks of Billboard’s country chart when the publication took it down, telling Rolling Stone it was nixed for “not embrac[ing] enough elements of today’s country music to chart in its current version.” The statement spurred an internet war that had the 78% of 13-36-year-olds that told us in our recent music survey that their music taste doesn’t fall into just one category riled. Pitchfork reports that some questioned how much Lil Nas X’s race had a part to play in the re-classification, too. However, Billy Ray Cyrus stepped in and lent the song his vocals and his credibility in a remixed version of the track that broke through to number one on the Hot Country Songs Chart, is played on country radio stations across the country, and has over 33 million YouTube views.

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

2. K-pop Is Taking Over YouTube & Breaking All Its Records

K-pop group Blackpink’s “Kill This Love” is the most popular music video in YouTube's history—but BTS is hot on their heels. Tubefilter reports that Ariana Grande’s “Thank U, Next” record was broken when “Kill This Love” garnered 56.7 million views in just 24 hours. The new video also became the fastest to hit 100 million views and the most popular to ever drop using YouTube Premiere. However, BTS—a group that made Gen Z & Millennials’ list of favorite music artists—is following up their record-breaking hit “Idol” (which currently holds the number three spot…


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Quote of the Day:  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.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

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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