Three Music Videos to Watch Today

We can thank the internet for reviving the video star and keeping music videos as relevant as ever, even though they have lost the TV screen-time that birthed them in the first place. Today, because they are far more likely to be viewed, passed on, and talked about online than anywhere else, music videos have managed to both evolve beyond what they once were and maintain their relevance in entertainment and youth culture. Robin Thicke’s recent uncensored “Blurred Lines” video was both a YouTube ban controversy and the vehicle for a rising modeling star. Today, a music video can be a declaration of an artist’s point of view, a star vehicle, an inside joke, and much more. Here are three of the most talked about music videos of the moment:

 

  

1. Mumford & Sons “Hopeless Wanderer”

Chart-topping English folk band Mumford & Sons is known for their beards, their banjos, and their mastering of twee indie style—but today they’re being lauded for their sense of humor. In a perfectly self-aware and self-effacing move, the quartet stayed behind-the-scenes for the music video of the single “Hopeless Wanderer,” instead casting comedians Ed Helms, Will Forte, Jason Bateman, and Jason Sudeikis to play over-the-top versions of themselves. No doubt in a humorous nod and wink to the many Mumford haters who think the band’s fist-clenching earnest act is too much, the video parodies all things Mumford—from intense in-each-others’-faces singing to sun-dappled fields and prominently-featured rustic barns. The move has even critics laughing with them, not at them, and proves that self-awareness can get you far if done in the right way.

 

 

2. Jay Z “Picasso Baby”

In the last month, Jay Z has gotten rid of his hyphen, gotten his sports agency off the ground, and apparently merged the…

 
 

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Millennial News Feed

Quote of the Day: “I want to buy a home in the future to be able to own and modify my own space. “ –Female, 32, NE

Apple Music is here, but some say that Millennials won’t pay for it. The new music streaming service launched yesterday, and will cost users $9.99 a month to stream the entire iTunes catalog. However, young consumers are adept at getting their music for free, and the CEO of CMJ predicts “for major music audiences at college level and younger music fans…they will be heavily inclined to stay with and find new ‘free’ services,’” (The Daily Beast)

Salad is so hot right now. Farm-to-table salad chain sweetgreen has raised another $35 million to “satisfy Millennial salad cravings.” The chain will likely continue their expansion, and appealing to younger diners with menu items like “Beets Don’t Kale My Vibe” and branded music festivals. Tech is also a part of their plan: sweetgreen is also developing their ordering app, which already handles 25% of all their transactions. (TechCrunch)

They may have grown up with “Made In China” stamped on the bottom of all their toys, but Millennials may be “the most passionate” about products that are made in America. According to a Ford Motor Company poll, 91% of 16-34-year-olds believe that manufacturers in the U.S. make products that are equal or better quality as foreign competitors, and 74% believe purchasing American-made products is important. (We did tell you they’re patriotic) (Washington Examiner)

Earlier this week we told you about Marriott’s efforts to adjust to young consumers’ traveling preferences, and it looks like rooftop bars are only the beginning. The brand has partnered with Universal Music Group to bring music performances by rising and established artists to hotel lobbies. Jessie J kicked off the venture yesterday in London, and all performances will be free to the hotel guests. (LA Times)

Is the sharing economy hurting Millennials? Some experts are saying that while all this car sharing, home sharing, and rent-everything behavior is well and good in the short term, young consumers “are missing out on recouping the gains from owning appreciating assets.” The idea is that the share economy is delaying Millennials' wealth-accumulation, and contributing to their downward mobility. Ouch. (Time)

Our most recent trend report is now available! The Q2 2015 Ypulse Quarterly covers three major trends we see impacting young consumers, and includes recently fielded data on 13-32-year-olds, Ypulse’s expertise, the most relevant takeaways for brands who want to appeal to Millennials and teens, and tons of other insights. The Q2 2015 report is available to Gold subscribers, and one-off pricing is $1250. (Click here to contact us for information on accessing the report or to learn more about subscribing.

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