Archives December 2023

The Unconventional Music Tastes and Habits of Gen Z

Gen Z Music Culture

Gen Z relies on social media, streaming apps, and their friends to discover new music. They also turn to online fan communities for inspiration and collaborations with their favorite creators.

This generation eschews labels, whether musical or identitarian. That’s why it makes sense that they would enjoy a TikTok-famous black queer rapper producing a megapopular country music song.

Gen Z’s love for playlists

Gen Z is a generation that values the individuality of audio. They want to hear from their favorite creators in the ways that best reflect their personalities and tastes. This includes music festivals that allow them to connect with artists in person, as well as online communities where they can talk about the latest content.

This is one reason why Gen Z is rekindling the vinyl revival trend, as they seek experiences that can better connect them with their idols and other fans. For example, digital streaming platforms are now enabling creators to sell physical editions of their music directly to fans.

This generation is also very connected to the world’s cultures, and they listen to more international music than any other demographic. They also trust social media accounts and online fan communities as sources for discovering new music, ahead of recommendations from friends or a radio station. The global nature of this generation’s music habits makes it a valuable market to target for brands.

Gen Z’s love for vinyl

From their parents’ wardrobes to retro video games, Gen Zers have a fascination with all things older. This same mindset has brought vinyl back to life, with sales increasing year over year. According to MRC Data, Gen Zers have been credited with the revival of this classic format.

As a group, this generation prefers hip-hop and rap music. They also have a taste for EDM artists such as Martin Garrix and Marshmello. They like songs with catchy beats and energetic performances.

Besides these genres, this generation loves bands and singers that are creative and unique. This is reflected in their music, where you can find lyrics that discuss mental health and personal experiences. They appreciate artists who are honest and authentic, such as Billie Eilish and H.E.R. They also like to attend music festivals and events. This gives brands a chance to connect with them and gain their loyalty. However, brands should keep in mind that these activities must be authentic and genuine.

Gen Z’s love for social media

While there are many different things that distinguish Gen Z from their parents’ generations, the most important thing is that they are a social media-centric generation. They believe that they can better themselves through the content they consume, from watching makeup tutorials to finding new clothes and beauty products on Instagram.

They also love when their favorite artists reach out to them directly on platforms like TikTok and Snapchat. They are 1.3x more likely to get fashion inspiration from macro-influencers on Instagram than from fashion magazines or traditional TV shows.

In addition to listening to music through streaming services, they also enjoy getting into the groove with live musicians by attending concerts. Gen Z is drawn to artists who are not afraid to blend genres and break traditional boundaries. This trend is evident in the genre-fluid styles of Billie Eilish, Lil Nas X, and Olivia Rodrigo. Gen Zers prefer playlists to albums, 89% to 45%. This reflects their preference for genre-switching, as well as the desire to “bottle” specific feelings.

Gen Z’s love for music

Gen Zs want music that is authentic, and lyrical themes such as mental health struggles, heartbreak and personal experiences resonate with them. It’s not uncommon for this generation to go to the source to discover new artists – they’re turning to their favorite artists’ social media accounts, online fan communities and streaming app recommendations.

The late Juice Wrld’s unique emo-rap style is one example of this. Gen Z also favors genre-blending and bending. Artists like Billie Eilish, Lil Nas X and Olivia Rodrigo use pop, rock, hip hop and electronic music to create their own distinctive sounds.

As a result, Gen Z is spending more time with music than any other age group. And while listening to the radio remains important, this generation prefers discovering music on their own terms – on social media or via a streaming service like Spotify. This makes it an ideal audience for emerging talent to reach and engage with.

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The Universal Language of Music

The Power of Music in Cultures Around the World

As the American poet Henry Wadsworth Longfellow once said “music is the universal language of mankind.” Scientists are now confirming that music is indeed a global cultural phenomenon.

Researchers have discovered that musical behaviors such as infant care, healing, dance and love songs tend to have similar features in different cultures around the world.

1. Music is a way of communication

Music is a way for individuals to express themselves and communicate feelings that they may not be able to describe with words. It can also bring people together, whether it be at a concert or a jam session in the park.

Music can be used in religious ceremonies, celebrations, or to pass down traditions and history. It is often used to accompany epic poems and stories, as well as to help with teaching and learning languages. It can also be a form of entertainment, with concerts and festivals being popular amongst many cultures.

Research has shown that musical behaviors are universal, yet highly diverse in their structures and roles. Some researchers have proposed several evolutionary explanations for these differences, such as music’s pleasure-producing potential, its ability to temper anxiety about mortality, or its role in facilitating social glue and caretaker mobility. Others have argued that music is a complex social construct, and that it cannot be reduced to a single function.

2. Music is a form of celebration

Music is often seen as a way to celebrate. It can be used to mark important events like births, weddings and funerals. It can also be used to help people relax and enjoy themselves. Many people exercise to music, using songs or rhythms to enhance their workout.

In some cultures there is no distinction between performance and listening, with all music being considered music. Other cultures have different ideas about what constitutes’real’ music, from the concept of performing material conceived beforehand to the idea of free improvisation. Jazz is a good example of this, where artists such as Miles Davis were improvising even though their music was clearly arranged and written.

Music is an incredibly diverse art form, and it is found in every culture around the world. This diversity points to universal neurological and cognitive foundations, while demonstrating the powerful ways in which organized sound can communicate, connect and inspire human beings. Music is woven into the fabric of all societies, serving social, ceremonial, emotional and creative needs since prehistoric times.

3. Music is a way of healing

Music has therapeutic effects both psychologically and physiologically. It has been shown to reduce stress and blood pressure, increase the production of endorphins, and boost mood and immune function. It can also distract people from pain and discomfort.

Whether played live or on a device, music can help bring communities together through shared experience. It can communicate cultural knowledge and history, facilitate emotional expression, and coordinate activities such as marching or dancing. Music can even heal at a physical level, with researchers finding that rhythmic stimuli can allay symptoms of certain conditions such as Parkinson’s and Alzheimer’s disease.

For some cultures, the act of making music is a sacred process that requires great skill and dedication. Many musicians have to work hard to sustain their careers, often sacrificing their health and family life. Despite these challenges, the importance of music as a way of healing cannot be overstated. It is one of the oldest forms of medicine that has been used for thousands of years to help heal the body and soul.

4. Music brings people together

Music is one of the most powerful ways to bring people together. It can help people overcome language barriers, connect people from different backgrounds and cultures, and unite them through a shared love of a song or genre.

The exact origins of music are up for debate, but we know that it was one of the first forms of human social bonding. It’s also thought to be a precursor to verbal communication.

Throughout history, as cultures have come into contact with each other, their musical styles have often merged into new forms. This is known as world music and has included everything from Classical to salsa.

Music can also be used to bring communities together through events like music festivals. These events can bring together people of all ages and backgrounds to celebrate their common love for music. They can also serve as a way to bridge the gap between diverse races and nations, which may ultimately lead to global peace.

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