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: “I like to keep updated about what’s happening in the world, but not out of obligation, to talk [about it with] someone else or for entertainment.” – Female, 25, MA

“Sexts, hugs, and rock ‘n roll.” That’s how BuzzFeed describes DigiTour, an 18-city bus tour bringing some of the most popular teens on social media to meet crowds of their screaming fans around the country this summer. Most of the digital celebrities involved don’t have traditional talent—but that doesn’t seem to matter. In 2014 the tour sold 120,000 tickets for 60 shows, and they are set to double that number this year. DigiTour could be the “clearest sign yet that the entertainment industry’s star-making apparatus is being turned upside down.” (A topic we explored in depth in our hot-off-the presses trend report.) (BuzzFeed)

As if that wasn’t evidence enough that young consumers are not like you…A recent poll on the American Dream revealed that Millennials’ views of success in America are not the same as older generations. Respondents under 30-year-olds were the most likely to say that having a job that paid well was crucial to attaining the American Dream (47%), and placed more importance on luxury items—travel and the latest technology—than other age groups (32%). (CNN Money)

Are you ready for some fireworks? Fourth of July spending is reportedly up, and 64.4% of consumers plan to celebrate the day. When we surveyed 13-32-year-olds about their plans, only 8% said they weren’t planning to celebrate. We also found that spending for Independence Day shows signs of increasing among Millennials and teens. In 2014 they estimated they would spend an average of $70.21—this year that number went up to $85.56. (MediaPost)

Watching and sharing video content is huge part of Millennials and teens’ online activity—and their mobile behavior. According to Ypulse’s February monthly survey, 50% of 13-32-year-olds say they watch videos on their phones once a day or more. So it makes sense that apps focused on viral video content are a growing category. Minute is a startup video app “for the ADD generation.” The platform finds the most viral parts of online video and turns them into short “Vine-like” clips. (TechCrunch)

Inclusion is becoming increasingly important to young consumers, and the Girl Scouts has made their stance on being an inclusive organization clear this week. The group returned a $100,000 donation after being told the money could not be used to support transgendered girls. To make up the funds, they set up an IndieGogo campaign on Monday, and launched a #ForEVERYGirl campaign to get the message out. The crowdfunding page has raised over $300,000 in three days. (Fast Company)

Want to know more about how young consumers will be spending for the holiday? Our 4th of July Infographic Snapshot has been opened to all our readers—you can click through to see a break down of the red, white, blue, and green in our coverage of what Millennials & teens are buying, and doing, for Independence Day this year. 83% of 14-32-year-olds say they are proud to be an American, and they’re planning to celebrate. Happy 4th everyone! 

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