Spotify’s Culture Next report: How music is shaping Gen Z connections & brand engagement

Music presents a vast opportunity for brands to engage with Generation Z, according to Spotify’s latest Culture Next report. Now in its sixth edition, this annual research provides marketers with a deeper understanding of Gen Z’s mindset, helping them establish meaningful connections with this audience.

Spotify’s report highlights three significant trends that shape how Gen Z interacts with music and culture: BlendshipsPlaylist Diaries, and Mainstreaming.

Generation Z is turning to music as a means of fostering deeper connections. With 65% of Gen Z feeling that loneliness is more prevalent now than it was a decade ago, Spotify’s Blend and Share features offer a unique way to engage and connect. These tools allow users to share music and playlists, creating personal experiences.

Interestingly, 80% of Gen Z prioritizes music compatibility over physical appearance when considering a potential partner, and 92% believe that a shared taste in music strengthens emotional bonds. In fact, Gen Z has driven much of the activity on Spotify’s collaborative features, accounting for 60% of Blend playlists created and 55% of Celebrity Blends from 2023 to early 2024.

Additionally, the younger generation has embraced music sharing in unique ways, with a significant rise in album pre-release sharing and user profile sharing, demonstrating how music helps them share pieces of their identity.

For Gen Z, music is deeply intertwined with life’s pivotal moments, from first loves to starting new jobs. They’ve created playlists that reflect these key experiences, with Spotify reporting 86 million minutes streamed on playlists containing the word “first.”

As these musical moments become linked to their personal journeys, 89% of Gen Z believe the songs they listen to now will always hold a special place in their hearts. The generation is curating playlists for every aspect of life, such as “babysitting,” “hanging out,” or even “gym hardstyle,” emphasizing their desire to stay present in each moment.

While Gen Z is known for exploring niche interests, the report reveals that this generation is also leaning into mainstream culture. A notable 74% of Gen Z identifies as “mainstream,” a sharp rise from 59% in 2021. Mainstream music is now more inclusive, drawing in various genres, including pop, EDM, and even country. Gen Z is responsible for pushing numerous artists into Spotify’s prestigious Billions Club, highlighting their impact on popular music.

In the realm of podcasts, the generation shows a growing affinity for pop culture discussions, often influenced by major global events like film releases and sports competitions.

For brands, these findings underscore the immense potential to engage with Gen Z through music.

Music and live events create lasting connections between brands and audiences, with 45% of Gen Z saying that brand sponsorship of live music would increase their likelihood of supporting that brand. Moreover, 43% would be more inclined to engage with a brand that creates personalized playlists to celebrate life milestones.

Spotify encourages brands to “think like a fan, act like a creator,” suggesting that aligning with pop culture moments and adding value to Gen Z’s music experiences could establish lasting connections.

By integrating into these personal and cultural moments, brands have the chance to become a part of Gen Z’s music-driven lives, creating long-lasting loyalty and engagement.

Click here to view the full report.

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