The Power of the Music Industry

Migos Member Offset in CANG, Our PR Client.

Everyone knows music is powerful and today, it plays such a fundamental role in the lives of Millennials and Generation Z. Music is no longer simply what it predominantly used to be for older generations, a separate outlet to express and enjoy themselves. It's embedded into the daily activities of today's children and young adults: a great insight to consider when looking at how generations spend their time and how we as marketers can use this to formulate strategies of communication. 

Brands could be doing a lot more with music right now, not just the typical affiliation or sponsorship with music artists but collaborating with them to create art that speaks to the insights about this audience above. Think about the type of creative solutions food and video game brands could be doing with music at the core of their campaigns and strategy. This is definitely one for more thoughts. Below are some of the data we found to back this up.

• Gen Z (5-19) are “immersed in the earbud era.” Twenty-five percent wear them seven-plus hours a day, listening to music (87%), watching YouTube videos (76%), and streaming TV (70%), according to Pandora’s study. Music is so important to this generation that, 87% listen while doing homework, 76% while texting, 70% while using social media, 55% while eating, and 44% while playing video games.

• Millennials are more open to music, merchandise and social sharing than other demographic groups. They enjoy fan-created content (64 percent, to non-millennials 46 percent) and share at a much higher rate (63 percent to 44 percent).

• Music is a mood enhancer, identity shaper, a human connector, and 97% of Gen-Z say music makes them happy and helps them forget stress and problems.