Meet the Millennial Multicultural Music Listener (2024)
Rihanna, Bruno Mars, Drake, Selena Gomez, Janelle Monáe—many of the artists on the charts today are young and multicultural, just like their fans.
Millennials are more racially and ethnically diverse than any previous generation in the U.S.—40 percent identify as African-American, Asian-American or Hispanic. This young and diverse generation makes up 24 percent of the country’s overall population (the same as Baby Boomers), and their spending power is growing. That’s good news for industries they favor, like music. Multicultural consumers spend, on average, $7 more on music than the total market, accounting for 31 percent of total spending on music.
So who are these Millennial Multicultural music listeners?
According to the Listen Up: Music & the Multicultural Consumer report, Multicultural consumers are more likely to attend live concerts and music festivals, spending $50 on live music annually, compared with $48 for non-Hispanic white consumers. Multicultural consumers also prefer customizing playlists on streaming services more than the total population. And they share what they find on social media: 48 percent “like” Facebook posts from musical artists and bands (vs. 42% for the total population), and 43 percent shared music through Facebook, Twitter, email or other digital mediums (vs. 37%).
With 53 percent of the Multicultural population is under age 35, these consumers are using social media and technology to connect—whether it be with the artists they listen to or with each other. Technology is part of the Millennial identity as a generation. They’re the first to come of age with cable TV, the Internet and cell phones. When asked what makes their generation unique, Millennials ranked “Technology Use” first (24%), followed by “Music/Pop Culture” (11%), “Liberal/Tolerant” (7%), “Smarter” (6%) and “Clothes” (5%).
Given their tech enthusiasm, Multicultural consumers use multiple devices. For example, this segment is less likely than the total population to listen to music on traditional radios and home stereo systems. But smartphones play an important role in bridging the digital divide and providing an Internet connection in many homes that have bypassed home-based Internet services. And while the overall reach of radio is larger, Multicultural consumers are more likely to listen to music on mobile devices such as Android smartphones, iPhones and PC laptops. Half of Multicultural music listeners listen to Internet/streaming radio services (vs. 44% for the whole population), and 18% use on demand audio streaming (vs. 14%).
Millennials are glued to their smartphones, making mobile an efficient way to reach them. They use smartphones more than any other generation, since three out of four owned them as of Q1 2013. An astounding 83 percent say that they sleep with their smartphones, compared with 50 percent of Boomers. And they’re more than 1.5 times more likely than average to own an iPhone.
Despite similarities in how Millennials connect, companies shouldn’t stereotype this group. Millennial interests and priorities are eclectic and fragmented despite being better connected. And among Multicultural listeners, there is certainly diversity in preferred music genres. Although the group lists traditional genres like R&B, Hip-Hop and Top 40 Pop as favorites, popular cultural genres among Millennials include K-Pop, J-Pop, Regional Mexican, Bollywood and Spanish Contemporary. Emerging genre preferences for Multicultural listeners are rooted in the desire to stay connected to their country of origin, particularly with Asian and Latino listeners.
For example, while 65 percent of Millennial Hispanics are U.S. born, the group is more bilingual than other generations. As they maintain cultural ties, many ethnic consumers are moving willingly, competently and seamlessly across multiple cultures. These Ambicultural consumers are driving the trends in the new mainstream. They’re also bending and redrawing the boundaries that define the mainstream music industry today.
This diversity, however, doesn’t mean companies can’t reach them. In fact, across the board, Multicultural consumers react more positively to music engagement via brand marketing than the total market.
Artists often capture the Ambicultural experience in ways that other media haven’t. Multiculturals say music provides a connection to their unique identity and cultural journey. Some musicians are seen as role models who personify their personal experiences, often giving a voice to youth and the community. And Millennials as a whole are influenced by celebrity endorsem*nts: 50 percent of Millennials will try a brand/product if a celebrity sponsors an event for a music artist they like.
But keep it real. From the goods they purchase to their interaction with companies, Millennials put a premium on authenticity, creativity, scarcity and distinctiveness. They believe and admire celebrities that are social and engaged with their fans, so celebrity endorsem*nts presented in a real/authentic way to appeal to them. Creating a two-way conversation through social media will allow these young and diverse consumers provide input and, better yet, become brand ambassadors.
Most millennials listen to a variety of music, but the most popular genres are hip-hop, pop, and EDM. According to a recent report, millennials are listening to music at a higher rate than other generations.
According to a study on music streaming in the United States in 2022, the group with the highest penetration rate was Gen Z with 90 percent of respondents stating that they listened to music within the last month in October 2022.
Gen Z spend more time with music than the overall population. Those age 13-24 in the U.S. spend 3 hours and 43 minutes daily listening to music — an average of 40 minutes more than the rest of the population. Their top genre preferences are Hip Hop/R&B, Top 40, and Alternative Rock.
Pop music is the most popular genre across all generations, with two in five Gen Z (43%), millennials (39%), and Gen X (42%) citing it as their favorite.
The vast majority (82%) of Gen Z and Millennials say they use music to alter their mood. Whether it's getting hyped up, chilled out, or trying to focus, these gens are the masters at creating the perfect playlist vibe.
Millennials (age 25-34) are “both the music industry's most valuable age group and, for streaming platforms, that which appears most in danger of being lost.” Music streaming platforms have clamored to attract Gen Z, with good reason.
Hip-hop and rap are undoubtedly the most popular genres among Gen Z. According to a study conducted by Statista, 40% of Gen Z respondents listed hip-hop as their favorite genre of music. Artists like Drake, Travis Scott, and Post Malone are some of the most streamed artists on platforms like Spotify and Apple Music.
What demographic listens to music the most? While teens tend to listen to the most music, adults who are 45+ tend to buy the most music. Music listening peaks among older teens and young adults, ages 16–24.
Gen Zers prefer social media even over search engines to research brands and products. Gen Zers appreciate information, and influencers are the best assistants for your brand to give it to them in a variety of ways. Gen Zers make buying decisions based on recommendations from content creators on social media.
The most popular contemporary artist listened to by Gen Z music lovers is Drake. The rapper and singer is known for his catchy beats and collaborations – he seems to have worked with everyone! From Rhianna to Beyonce, to Jay Z and DJ Khaled, his vocals have played in the background of so many great tracks.
Millennials prefer to deal with brands that improve their lives with informative content. They prefer e-books, whitepapers, videos, how-to information, and blog posts instead of product and service listing.
Millennials were born into a technological world and came of age in a new millennium. They also were old enough to experience and comprehend 9/11. This generation has witnessed technological growth and development. As a result, they are considered more progressive, creative and far-thinking than earlier generations.
Both generations appear open to music made before or after their youth. 62% of Baby Boomers say they would listen to Gen Z's music—or already do. 55% of Gen Zers say the same about Baby Boomers' music. 66% of Gen Z and 73% of Baby Boomers say they would listen to pop hits from the '80s and '90s in their free time.
The inclination of Gen Zers to switch back and forth seamlessly between genres is significant since adult musical preferences are cemented around ages 13-14. Musical genres have become much more blurred in the past decade, with artists frequently collaborating across traditional lines.
“Members of the millennial and Gen Z generations are especially likely to be prone to nostalgia for the 90s/00s now, as they remember their childhood, teen years and late adolescence,” she says. “Those years predate much of the stress imposed by dramatic transformations in the way we currently live.”
Instead, sped-up versions value an overarching vibe, maintaining the general aesthetic of a track without the need to consider it too deeply – a perfect formula when users are simply looking for a sound to match their visuals. There's also something to be said for the high-pitch chipmunk voice.
More than 2/3 of adults between 18- and 34-years old listen to music every day. The majority of their older peers also listen to music daily, but the percentage goes down with age. There are almost 3 times as many avid music fans aged 18-29 years old than adults aged over 65 years.
Spotify targets both casual music listeners and dedicated music enthusiasts and is available to users across a wide range of age groups and demographic backgrounds. Millennials and Gen Z make up most of the user segment of Spotify.
The number of Gen Z respondents who say they enjoy listening to hip hop/rap has increased drastically between 2019 and 2021, while remaining steady among Millennials.
Gen Z Singer-Songwriters are known for their authenticity and vulnerability, with artists like Billie Eilish, Olivia Rodrigo, and Clairo leading the way.
When you reach 33 years or older, you will stop discovering new music, according to a new online study. New research, based on U.S. Spotify users, concludes that 33 is the average age when people stop listening to new music.
But many performers have proved that with dedication, commitment and hard work they can achieve their goals. No matter how old they are when they get started. Age is not a barrier to being a good singer.
Some 45% of avid fans are millennials, people between the ages of 27 and 42, while 23% are baby boomers, 21% are Gen Xers and just 11% are members of Gen Z—those 26 and under. A slim majority, 55%, of avid Swift fans are Democrats, compared to 23% who are politically independent and 23% who are Republicans.
A recent Voxburner survey revealed Gen Z's favourite influencers, which included: Molly-Mae Hague, Emma Chamberlain, Bretman Rock, KSI and Anastasia Kingsnorth. So, naturally, we've decided to take a look at them and their work.
Our data found the people that Gen Z trusts the most—family members (88 percent), friends (84 percent) and ordinary people doing good (81 percent)—far outrank journalists (47 percent), religious/faith leaders (44 percent) and politicians (42 percent) as sources of inspiration.
When it comes to sources for discovering new music, US adults are most likely to turn to radio, and music apps such as Spotify, Pandora and Apple Music. This is per a survey of almost 8,000 US adults from YouGov. Some 35% of respondents say they discover new music on the radio/satellite radio.
This has pushed artists to move away from making albums and focus more on single and EP releases. The creation of smaller packages also helps artists concentrate on specific themes and styles, rather than larger concept albums.
No 25 isn't too old to start a career in music. It's basically never too late to start a career in music. Just make sure you find the best career path within the industry.
You're never too old to learn a new skill, especially one as enjoyable as songwriting. This is the answer. If you think 30 is too old to make music, then don't. But whether or not you become successful has nothing to do with the making of the music itself.
Every generation has its own soundtrack. The Silent Generation (people born in the '20s and '30s) had big band and swing. Baby Boomers (born in the '40s and '50s) had rock and soul. Generation X (born in the '60s and '70s) had grunge and hip-hop.
Having said this, it comes to no surprise that the singers Gen Z listens to come from such different backgrounds. Thanks to the 'end of the decade' wrap-ups, we saw that some of the most listened artists were Ed Sheeran, Taylor Swift and Beyoncé, but also Drake, BTS and Stormzy.
* The most attractive music preference for both men and women is classic rock. * 35% of single people can't listen to certain music anymore, because it reminds them of an ex. Check out the full study here. This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Music Background. In the anglophone nations, many members of Generation Y have adopted and identified with various modern forms of popular music, including hip hop, alternative rock, emo, metalcore, pop-punk, electronic dance music, and R&B, and bubblegum pop or teen pop.
The most popular contemporary artist listened to by Gen Z music lovers is Drake. The rapper and singer is known for his catchy beats and collaborations – he seems to have worked with everyone! From Rhianna to Beyonce, to Jay Z and DJ Khaled, his vocals have played in the background of so many great tracks.
Generation Y is the first generation to grow up with the internet, cell phones and digital communication. “Digital natives'' is a term often used to describe people who grew up tech-savvy. These professionals are comfortable learning and using the latest software releases in the workplace.
Every generation has its own soundtrack. The Silent Generation (people born in the '20s and '30s) had big band and swing. Baby Boomers (born in the '40s and '50s) had rock and soul. Generation X (born in the '60s and '70s) had grunge and hip-hop.
“Cringe” is a shortened form of “cringey,” which itself is a shortened form of “cringeworthy,” referring to the embarrassment (often the secondhand kind) of witnessing something that is awkward, uncomfortable, passé, or cliché.
Gen Zers' favorite TV and movie genres in the U.S. 2022
When asked what their top three TV and movie genres were, 38 percent of Gen Z in the United States picked comedy as their favorite genre. This was followed by horror at 32 percent and action at 29 percent.
The Oxford Dictionaries define Generation Z as "the group of people who were born between the late 1990s and the early 2010s, who are regarded as being very familiar with the internet."
A CM Group consumer research effort that polled 1,000 consumers found Gen Z consumers are better educated, more practical, more ambitious and more skeptical than Millennials.
Hip-hop and rap are undoubtedly the most popular genres among Gen Z. According to a study conducted by Statista, 40% of Gen Z respondents listed hip-hop as their favorite genre of music. Artists like Drake, Travis Scott, and Post Malone are some of the most streamed artists on platforms like Spotify and Apple Music.
Eilish is regarded by various media outlets as the "Queen of Gen-Z Pop". At age 17, she became the youngest female artist in UK chart history to score a number-one album.
' They are highly collaborative, self-reliant and pragmatic, according to new Stanford-affiliated research. Generation Z, the first generation never to know the world without the internet, value diversity and finding their own unique identities, says Stanford scholar Roberta Katz.
Introduction: My name is Lidia Grady, I am a thankful, fine, glamorous, lucky, lively, pleasant, shiny person who loves writing and wants to share my knowledge and understanding with you.
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