- May 05 2020
From exclusive releases on social media to virtual concerts on gaming apps like Fornite and Minecraft, the future of music marketing is here… With concerts and music festivals cancelled and postponed, musicians have been finding…
- Apr 20 2020
Are movies, concerts, and live sporting events a thing of the past? We asked 13-39-year-olds to tell us their thoughts on attending large events in light of COVID-19, and here’s what we found out…
- Jan 30 2020
Billie Eilish is Gen Z’s “outrageous” fashion role model—and brands have taken notice.
Billie Eilish is Gen Z’s “outrageous” fashion role model—and brands have taken notice. Gen Z and Millennials tell YPulse that the 18-year-old singer (who cleaned up at the Grammys) is one of the musicians that best represents their generation, and many of them are turning to her for fashion inspo as well. Her no makeup, baggy clothes, and ‘90s hip-hop and skater attire resonate with many Gen Z misfits who crave authenticity and acceptance for being themselves. Eilish’s disruptive aesthetic has caught the attention of brands like Hot Topic, Urban Outfitters, H&M, and Calvin Klein, all of whom have collaborated with her. (NYTimes)
- Jan 15 2020
What do Gen Z and Millennials like to do for fun in an average night? Well, their top 20 activities shows they prefer anything they can do in sweatpants… Just a few years ago, we…
- Dec 30 2019
Cassette tapes (remember them?) are apparently enjoying a revival, thanks to young consumers’ “nostalgia for something they’ve never had.”
Cassette tapes (remember them?) are apparently enjoying a revival, thanks to young consumers’ “nostalgia for something they’ve never had.” First, Millennials brought back vinyl with their desire for a tactile music experience. Now, cassettes are reportedly becoming more popular than they have been in years, with sales in the UK doubling in 2019. According to Official Charts Company, the best-selling cassette tape albums this year included Gen Z star Billie Eilish’s When We All Fall Asleep, Where Do We Go?. (i)
- Dec 06 2019
Apple is betting on Billie Eilish to bring young viewers their music content.
Apple is betting on Billie Eilish to bring young viewers their music content. Lizzo, Lil Nas X, and Billie Eilish (musicians young people tell YPulse represent their generation) all won big at the first Apple Music Awards, and the brand is banking on this next generation talent. Apple Music streamed Eilish’s concert for the awards live, with plans to do more streamed concerts in the future, and AppleTV+ will be distributing a documentary following the 17-year-old after the release of her first hit album. YPulse found that 56% of young consumers are interested in streaming concerts. (TechCrunch, Billboard)
- Nov 06 2019
Young consumers crave experiences and are incredibly passionate about music—but how many are actually buying concert tickets? We explore their spending on live music, in four stats…
- Oct 11 2019
Young “anxiety pop” artists are mashing up upbeat tempos with emotional, often dark, lyrics.
Young “anxiety pop” artists are mashing up upbeat tempos with emotional, often dark, lyrics. Rising singer-songwriters like Kim Petras are growing the genre, following the path of Grimes, Lil Peep, and Billie Eilish. Their “sad bangers” are tackling Gen Z-relevant anxieties like dependence on technology, young love, and mental health. One musicologist suggests that because of media saturation, pop music “can no longer be this purely escapist fantasy.” (Elle)
- Oct 08 2019
The TikTok effect is bringing old hits back to the charts, as young users rediscover tracks via viral clips.
The TikTok effect is bringing old hits back to the charts, as young users rediscover tracks via viral clips. While the app has been credited for landing new artists mainstream fame, musical memes on the platform are also making songs from many years ago popular again. Just one example: A video of a girl dancing (and crying) to Mariah Cary’s hit “Obsessed” earned 2.5 million likes, prompted a slew of copycats, and last week the song landed on the Billboard streaming charts—exactly a decade after its original release. (WSJ)