The Power Of YouTube: Don't Stop Believin'!

Journey's new singerTrue confession: I’m a karaoke junkie. My birthday is actually an annual sing down at a Chinese restaurant nestled in a strip mall near my house. My husband brought me back a little karaoke machine when he traveled to the Philippines, which lasts about 30 minutes before conking out. And while I know that love of karaoke is certainly not limited to younger people (hello “Duets”?), games like Rockband, Simon’s blistering karaoke insults on “Idol” and the endless tribute videos on YouTube have fueled a new generation of crooners.

When I saw this story about how Journey [yes, the same Journey that ended “The Sopranos” and made the series premiere of “Glee” so irresistible] found its new lead singer [on YouTube, natch!], I couldn’t look away. In a way it was like that Marky Mark movie about the cover band singer landing the gig with the real band - except that it also felt sort of reflective of what’s happening in global youth culture right now. That a young wringer for Steve Perry (or at least his voice) could post a video on YouTube and be “discovered” by the band’s original members feels like a modern narrative that is becoming more common (think: Esmée Denters).

We can probably credit karaoke for keeping bands like Journey relevant to youth across the Pacific Ocean. As for “classic rock” remaining relevant here - between the Woodstock resurgence our advisory board member Caro wrote about yesterday, VH1’s I love the 60s/70s/80s and classic tunes continuing to show up in pop culture [“500 Days of Summer” made me want to buy Hall & Oats’ greatest hits on iTunes immediately], well, let’s just say I wouldn’t be shocked to hear a similar version of this story with another incomplete band from our collective past looking to capitalize on a pop culture resurgence—at least in the short term.…

 
 

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Millennial News Feed

Quote of the Day: “Next winter I will be going on a solo backpacking trip through Southeast Asia and India. I plan to visit ashrams in India, go hiking and kayaking through SE Asia, try new cuisines, meet locals, and get off the beaten path.” – Female, 26, CO

Last month, we told you we could be seeing the end of the long-standing “sex sells” standby thanks to the “seen it all” generation. Now more research is backing up the idea that sex doesn’t actually sell. Ad testing firm Ameritest asked consumers about Carl’s Jr.’s latest spot featuring a nearly-naked model and found 32% felt worse about the brand after seeing the ad, compared to 8% who feel the same after watching an average fast food commercial. (DigidayAdAge)

A new wave of live streaming apps have been gaining young consumers’ attention—but how are they stacking up against more established social media platforms? Horizon Media’s infographic looks at the state of apps like Meerkat and Periscope, and finds 18-34-year-olds are more likely than older consumers to use them. But while Millennials are also more likely to have heard of these live streaming apps, awareness is still quite low compared to Snapchat, Instagram, and Vine. (Adweek)

The Good Humor man is getting a makeover to appeal to the next generation of ice cream consumers. The brand says they’re changing their trucks to capture the attention of today’s kids, who may be too distracted by devices to hear them coming down the street. In some areas, drivers are being given a more modern dress code, and the now brightly painted trucks’ jingles are being changed to pop hits from artists like Beyoncé and Taylor Swift. (NYPost)

Millennials want to work in tech—specifically for Google. A new report found that tech brands take up the top three spots in the list of places 18-34-year-olds would want to work, with nearly 20% naming Google as their ideal employer, 13% naming Apple, and 9% naming Facebook. Google’s top ranking is fairly unsurprising considering their consistently high marks in employee perks and benefits. (Business Insider)

Emoji are replacing internet slang, infiltrating fashion, and more brands have been creating emoji-centric marketing campaigns in order to appeal to Millennials and teens. Now nonprofit hotline BRIS has launched Abused Emojis, a new emoji alphabet that includes icons for parent drinking, a child being hurt, thinking about death, and other difficult issues. The intention is for kids to use these symbols “to talk about situations where they felt bad or wrongly treated” without having to verbalize their complex problems. (Fast Company)

We give you a dose of insights on young consumers each day, but every quarter, we zoom our lens out to look at some of the larger trends happening with Millennials and teens—and why they matter to brands. Our Gold subscribers have access to the Ypulse Quarterly report, which synthesizes the major trends and stats we’ve seen over the last quarter of the year. We take a close look at the "why behind the what" of big shifts and provide in-action examples and supportive data, along with implications for you to take away. (Ypulse)

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