Generation Z, or Gen Z, is currently the biggest consumer group in every industry, and that goes for the global music industry as well. From their listening habit, fandom online communities, to supporting independent artists and joining zero-carbon concerts, the new generation of music lovers is bringing a major shift in the music industry and reshaping it for the future.
The traditional radio gatekeepers do not work these days as the gen z has brought new methods of short-form video loops, mood-based curation, and viral community trends which are now being followed by the celebrities. It has become evident that this generation has rewritten the idea of how audiences engage with music content, and that applies to music popularity and its discoverability in the competitive landscape. Let’s take a better look at the trends in how this new generation interacts with music.
Viral Loops and Short-form Videos
It goes without saying that short-form content and videos are currently the biggest source for new music discovery and also for viral trends. More than 80% of Gen Z listeners find new artists and music through social media platforms, and the source is TikTok videos, Instagram Reels, and YouTube Shorts in most cases. After initial music discovery, they are more likely to check out the original music or the music video through streaming platforms like Spotify or video platforms like YouTube.
Audio snippets are the leading cause of modern viral loops. Modern songs avoid long intros; they start almost immediately with punchy hooks and basslines that can easily be cropped out and used in other material. They are mostly designed to repeat over video transitions, memes, dance challenges, and other video posts. It is safe to say the artists are also prioritizing Gen Z trends to get more popular.
The short-form videos and viral loops are creating a passive familiarity among the listeners as tracks are getting popular through repeated exposure on feeds of various users rather than radio plays and deliberate search results. This passive familiarity is visible in the case of games as well, since a lot of Gen Z listeners are finding new music through games and background music.
Focusing on Identity More than Genres
Gen Z listeners can be described as musical omnivores who are not limited to traditional genre categories such as rock, pop, blues, and others. They do not care about the genre or the musical style, as they are more focused on how a song matches a specific mood, emotion, or aesthetic of a post. It is not possible to define a Gen Z listener as a metalhead or a pop lover, as they are more likely to listen to all kinds of genres and even genre-bending creations by independent and alternative music artists.
The hyper-independence of the listening journey is also creating a more cohesive music industry where all kinds of music are getting appreciated instead of just sticking to the popular artists. They are more likely to listen to musical creations from all countries and languages, even if they do not know the language in the first place. They are focusing on musical identity and how it resonates with their life rather than just sticking to the same comfort playlist. This is one of the prime reasons why Korean, Afro, Latin, French, and other languages in global music are getting more popularity than the traditional English approach.
Gen Z listeners treat their playlists like diaries and journals, which is quite intimate for them. Modern-day playlists work like a public declaration of personal statements or digital scrapbooks that are related to their identity. There are no collections of single-genre favorites, as the new young listeners do not limit themselves to any particular genre or style.
Fan Communities and Live Experiences
Modern music artists are quickly getting popular with the support of fans and online communities who are mostly active around the clock and actively support artists' initiatives. Platforms like Discord and Reddit are replacing the commercial charts and allowing fans and other music lovers to develop deep connections based on specific artists. For example, the community of fans for BTS is known as ARMY, who actively support every initiative and music release by the group. The greatest power of these online communities is the variety of fans included in them, as they belong to different corners of the world.
The growing demand for live concerts, music gigs, and live performances has increased significantly among Gen Z fans. Real-life music events are solidifying their ground with cultural relevance and long-term loyalty in this fragmented digital market. Yet, the demand for world tours is increasing among fans from diverse countries as they look forward to attending the concerts of their favorite artists. Gen Z consumers are also willing to purchase more music merchandise and buy special and limited editions released by the artists to show their support and fandom.
What does this mean for the music industry?
The new world of Music 3.0 showcases how modern music taste is largely inspired by listeners aged between 12 and 24 years. What Gen Z listens to now is going viral, and they are setting the top charts with streams and direct votes. Gen Z listening habits and music experience are shaping the industry for the future, and it can be an opportunity and a risk at the same time.
Risks
Lack of Superfans – The passive, algorithm-driven discovery is not letting listeners connect with music deeply when they listen to it. It can be tough for independent artists, as they cannot get many superfans to support their careers through difficult times.
Struggling New Artists – The short-form videos and viral loops are embracing nostalgia. For example, “Pretty Little Baby” by Fleetwood Mac is going viral these days, whereas new emerging artists are not getting the attention they deserve.
Slow Streaming Growth – The number of Gen Z subscribers for streaming sites is not increasing rapidly, which means lower streaming growth and less revenue.
Opportunities
Older Catalogs – The collectors and music lovers who have invested in older music catalogs might find it profitable, with nostalgia thriving among the new listeners. Gen Z is rediscovering old music and making veteran artists popular again.
More Physical Sales – Gen Z consumers are more likely to buy CDs and vinyl, and it is helping the industry earn high profit margins. This offers more revenue potential for artists.
Thriving Live Music - Gen Z fans are spending the maximum amount on live music experiences, as they are the biggest spenders at music festivals right now. The organizers and artists involved in the live music scene can leverage this opportunity.
Final Takeaway
The Gen Z listeners and their new habits may have brought many changes to the music industry, but this shift is also sparking more social media trends, propelling music careers for artists and offering more streaming benefits. Modern artists should cater to their Gen Z listeners in order to grow their music career.
