Volume 65, No. 2

Introduction

The music industry is a hub of constant adaptation as new trends, platforms, and forms of music consumption continually develop. Influenced by their respective audiences, the music market has significantly morphed in response to the demands of a generation of 12-29-year-olds. This generation, “Generation Z” or “Gen Z,” has monumentally impacted the music industry, both as frequent music consumers and as active participants in the music industry workforce.

Generation Z's music consumption has noticeably impacted the music industry with (1) the expansion of media, especially with the introduction of new streaming patterns and platforms, and (2) the systematic cultural changes within the industry, particularly with the importance of authenticity, AI, and the rise of the DIY artist. As a result, the digital fan holds a new meaning in today's market, especially as Gen Z values authenticity and expects it from their artists. Additionally, industry roles are changing. As Gen Z enters the workforce as content creators, marketers, and distributors, many young music professionals strive to make their place in the industry while also contending with new technologies such as Artificial Intelligence (AI).  As Gen Z readily adapts to these technologies, the possibility of a generational gap within the music industry becomes an imminent reality.

The Surge of Streaming

Gen Z has the reputation of being “chronically online.” Due to this younger generation growing up alongside digital technology, the way they interact with it has drastically altered how music is experienced. Embracing music streaming platforms like Spotify, Amazon Music, and Apple, the younger market has revolutionized how music is discovered, popularized, and shared. Furthermore, the introduction of new devices like smartphones and laptops has allowed for new forms of music to be consumed.

In the article “Why Gen Z is Crucial to the Music Industry,” Alana Bonilla states, “Those aged 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” (Edison Research). In Spotify’s Q2 Earnings Report 2023*, they found that in the first half of 2023, Gen Z listened to songs more than 560 billion times and podcast episodes more than 3 billion times, which is a 76% increase over the year prior” (Bonilla, 2020 p.1). Gen Z’s noticeable digital footprint and their “chronic online behavior” can relay important data and project a blueprint for future industry trends. This can be especially helpful for music marketers, as Gen Z’s consumption data can provide insights into new marketing ideas of trends, promotions, and content that would perform well. Several online apps have taken hold of these trends and used them to increase interaction by introducing features that personalize experiences for music consumers. These features, such as Spotify's "Blend," "Niche Mixes," and the “AI DJ” all provide customized playlists and recommended songs to the listener. These new features have made quite a splash with Generation Z. For example, Gen Z listeners comprise nearly two-thirds of the total "Blend" playlist shares. Sarah Kloboves, a data analyst at Chartmetric, affirms this, further analyzing the changing future of Spotify trends, “Moods are becoming big. Spotify is really leaning into that. These genre lines are getting so blurred, people don't really know what is what. These big classifiers that we have don't mean anything anymore" (Kloboves 2024).  In addition to the popularity of mood, the rise of digital information enables artists within certain genres to curate their releases to accommodate the preferences of their respective audiences and generations. Hyperpop listeners, for example, are more likely to listen to vinyl records and discover music through Twitch. There, artists can build a direct connection with fans by immersing themselves and their music into these platforms and releasing specific song formats.

Along with its impact on music consumption, Gen Z streaming is helping overall audio engagement and making a hit in the podcasting arena. The Spotify Culture Next reports that “Gen Zs in the US generated nearly 900 million podcasting streams on Spotify in the first half of 2023- fueling a 48% increase since the year prior” (Spotify Culture 2023). Some of these most-listened-to types of podcasts are short, about four to five minutes a piece. This goes hand in hand with the attention economy, or the concept of diminishing human attention as an economic tool. As Gen Z’s attention span is becoming shorter, so too do the types of content with which they interact. Podcasts are an influential voice to Gen Z because they like listening peer to peer, or to people who are on their level. These Gen Z's believe that "normal" people who have lived these experiences and have a diverse sense of culture are more likely to be credible and trustworthy. Gen Z also likes podcasts because they offer different perspectives on issues, with "74% of Gen Zs surveyed in the US saying that podcasting is a refreshing place for debate" (Spotify Culture 2023). Moreover, this format opens up a platform for debate and for all perspectives of opinion to join in. These podcasts are an educational resource, creating an opportunity to monetize audio differently.

The rise of streaming has shown a correlation with many other Gen Z trends of music consumption. Due to the popularity of apps such as Spotify and Apple Music, there is a nuanced space concerning the need for physical music. Gen Z listening through Digital Service Providers (DSPs), has impacted the popularity of other music discovery methods, such as radio broadcasting. Other physical methods of listening, such as vinyl, are making a steady comeback, however.

Short-Form Content and Social Media

Arguably one of the most influential markets impacting today’s music is the influx of social media platforms and the degree to which Generation Z interacts with them. These tools are extremely beneficial to both the artist and the fan, and can create a basis for collaboration and a two-way engagement method. In fact, music listeners are highly likely to watch short-form videos. Short-form videos (SFV), can create an arena for songs to gain viral traction almost overnight.

Platforms like TikTok or Instagram Reels are having a large impact on the music market and overall culture of Gen Z, especially since a lot of these younger listeners engage in creating their own content. This user-created content can be extremely beneficial when it comes to promoting music, as SFV promotion helps artist interaction through the use of new hashtags, trends, duets, and edited sounds. Kloboves notes the significance of this two-way interaction and the way many artists will release songs in different formats according to their social media popularity. Kloboves states, “People are doing a lot more re-releasing songs as in slowed-down, sped up, for Tiktok. That's another strategy they have, they utilize their demographic on social media. People are continuing to understand how important data is in every aspect of the industry” (Kloboves 2024). Additionally, SFV users are more likely to attend live music events (Luminate 2024), so savvy artists can make sure to promote their tours in short-form content and videos.

Anna Billy, a PR Strategist at Shore Fire Media, discusses how the impact of short-form content can unintentionally lead to a return of long-form content. "I think there's also a return to long-form content that's happening at this current moment because people are getting sick of all the short-form content. So returning to long-form video essays or filmed podcasts is becoming a way to consume media because it's still a traditional type of media. It's a way for people to dive into their projects in depth, but it's also something that people can consume and clip for shorter-form content" (Billy 2024). All in all, the content creation on these apps is equalizing users and artists, helping to develop an even field of interaction.

Within social media platforms, there are also other means of artist-fan interaction that reside in non-SFV video content. For example, new tools such as stickers, polls, and questions on Instagram stories allow artists to directly engage with their fans on a closer basis.  To directly connect to these Gen Z consumers, these artists can also be a part of many different and non-stereotypical social media platforms. These apps, though not deemed “traditional” social media platforms, can help users discover artists and connect to them directly. Community platforms, such as Discord, Reddit, and WhatsApp, serve as solid platforms of connection in which artists can immerse themselves. As they create watch parties, listening parties, and share behind-the-scenes content, the relationship between artists and fans is growing closer and closer. Kloboves discusses this, emphasizing this "post-creator economy," where creating content without understanding a fan demographic is useless. Taking advantage of the new audience these non-typical "social media" apps can provide, artists can have the chance to expand into a new market and create a closer connection with a tribe. Kloboves recalls non-traditional methods of fan communication by highlighting James Blake and the power of his email list, asserting that “...email is not necessarily a social media space, but it speaks to that power of just knowing the right audience. That could even be sending out text messages about a tour. While social platforms are super valuable, these services that bring you directly to your audience and your fans are really important” (Kloboves 2024). Ben Goldberg, founder of the independent label Ba Da Bing Records, agrees with Kloboves concerning non-traditional media, but also explains how artists don’t necessarily need to have a cookie-cutter social media presence. Goldberg states, “If you don't have a social media presence, then it's good to go out and be involved in your scene, going to shows and everything. There are different ways of getting attention, and not any one of them is absolutely necessary, right?" (Goldberg 2024). Between social media platforms, non-traditional forms of community building, and the ability to promote oneself in many different capacities, artists have a multitude of methods to reach their target fan base. With so many different ways for artists to understand and directly connect to their fan bases, these community-building methods serve as strategic tools for developing a tribe.

Listening from Around the World

Clearly, Gen Z is exposed to a lot of music through streaming and social platforms, and they engage with a variety of different genres and artists. It follows, then, that their inclusion of all these different genres allows streaming apps to popularize a myriad of new artists from different locations around the world. This expansion is the second main way Gen Z is impacting the music world. Generation Z has shown extreme interest in the global music market for its sound and the culture it offers, which has helped to popularize different songs and encourage cross-global collaborations. The Spotify Culture Next Report states, "...this gen [Gen Z]  in the US is 42% more likely to feel that music is a gateway to other cultures than they did in 2021" (Spotify Culture 2023). Concerning specific countries, Gen Z actually makes up the largest streaming cohort in Mexico, coming in at about 38%.  These younger global listeners in other countries are more active with paid streaming subscriptions, which can help elevate an artist's popularity and ability to reach wider audiences. This relationship between Generation Z and global music is mutually beneficial; as Gen Z explores more worldly music, they benefit from the methods by which music can be popularized and created.

The Luminate Mid-Year Report emphasizes the increase in global music streaming, stating that collaborations with different artists from different countries can help increase the popularity of local music (Luminate 2024). Further, Generation Z can also contribute to this artistic collaboration from around the world, promoting their favorite global artists digitally and encouraging different releases of music, from user-edited sounds to social media duetted videos. Due to the virality of social media platforms, different artists can respond by making music collaborations from across the world to feed the hunger of the Gen Z global music market.

The Power of Gaming

An overlooked, yet powerful, form of interaction for artists with strong brands, established fan bases, and marketing capacity is gaming. Semajah Parker emphasizes, “The thing that really excites me is to see how the music industry really connects into the world of gaming, which also connects into the creator economy (the system of content creation and distribution). They are tapping into ‘non-traditional industries’ that are aligned with the sync side of things. You see it with TV and film when songs are licensed to those" (Parker 2024).

Within the past couple of years, there has been an increase in the number of partnerships between big-name bands and popular gaming apps. A strong example of this is Metallica, who recently partnered with Fortnite in the summer of 2024. With this partnership, custom maps and virtual music stores were created to promote their music. Metallica's total on-demand audio streams increased for their music used in the gaming platform, but their catalog music that wasn’t in Fortnite showed a massive increase, far beyond the number of streams their Fortnite music had. This is a huge basis for interaction, especially in the Generation Z market, as more music groups are looking to create audiences in the gaming sphere. Similarly, these gaming audiences can also fill the ranks of “Superfans,” the most passionate and supportive fans in a fan base. These fans are more likely to purchase merchandise directly from an artist to utilize other community apps, such as Discord or Reddit.

The Urge for Authenticity

Gen Z is an extremely diverse, vocal, and vulnerable generation. These characteristics directly relate to which artists they choose to connect to. Gen Z favors authenticity; they love artists who don't just have a passion for music, but who write emotionally and have a story to tell. A lot of mainstream artists reflect this: Olivia Rodrigo with her relatable heartbreak anthems, Billie Eilish with her emotional tunes, and Chappell Roan with her LGBTQ anthems of self-discovery.

Parker discusses these ideas as well. “I think when it comes to Gen Z, Gen Z really cares about authenticity, not that the other ones don't. But more than ever, we're seeing people wanting to look into people's lives, and not the super filtered and extra curated part, but they want to see the real person” (Parker 2024).

Within the ever-increasing realm of social media platforms, gaming, and non-traditional social media, artists can enjoy different methods of creating deeper and more personalized connections to their audiences. The Spotify Culture Next Report explores these ideas, stating that many Gen Z's are excited to see bonus content and behind-the-scenes media about their favorite artists (Spotify Culture 2023). Gen Z loves knowing more about their favorite artists. They aren't just music fans – they are fully invested in the story and lives of their favorite bands and artists.

Along with content produced on social media geared toward Superfans, Generation Z has shown a big interest in live-music events. Social media enables them to learn about these events through its ability to relay information quickly. Per the Luminate Report, Gen Z is shown to spend 23% more on live music events (concerts, live streams, club DJ events, small live sessions) per month than the average U.S. listener (Luminate 2024). The digital sphere has contributed to the spread of live-event information as well, with artists sharing tour dates, new merchandise, and sneak peeks for their dedicated listeners through a multitude of different platforms.  Artists can build deeper relationships with their fans through these platforms, promoting their music to certain sites they know will reach their fan base. These fans, especially when it comes to artists they connect to most, want to experience their artists behind the screen.

AI and the Modern-Day Artist

With the combination of a technology-driven market and a chronically online generation, streaming alone is not enough for artists to monetize their music. This being said, artists with established fan bases, sound, and brands can potentially utilize AI in these scenarios by promoting new collaboration, marketing, and creative tools.

AI is proving to have a profound impact on the creative process of songwriting and producing, especially changing the way that songs can be created through digital collaboration. The SXSW 2024 panel, “AI and the Independent Artist," brings up the topic of Claire Boucher, professionally known as Grimes, and her collaboration with artificial intelligence. Grimes, an upcoming female Canadian singer/songwriter, is making a name for herself while exploiting her intellectual property (IP) for use. Specifically, Grimes has created a new songwriting technique. She has made her voice available to use for any song (utilizing the powers of AI), and her only demand is that the royalties get split half and half. This type of involvement with AI and other singer/songwriters creates an entirely new side to typical "fan engagement," where independent artists can exploit their IP for other creative projects. Although this raises numerous concerns about the use of AI, the SXSW panel offers four rules about this tech and our interaction with it: consent, control, compensation, and transparency.

Especially in a time where the attention economy is devoted to short-form content, the way that fans consume and discover music – and the ways artists promote it – is changing. Rather than falling behind, younger artists can adapt quickly to these new forms of technology and media interaction, harnessing them to their maximum abilities.  Exploring the power of AI, successful artists can look into creating Superfan engagement with the help of new technological tools. Artists can learn their prime audiences through “Large Language Models” (LLM)  where AI will take an artist's data and feed it into a model of insights about the fan base (like what merchandise to sell and where, or where the artist is most popular). Likewise, AI can help with tagging music in a strategic way to market it to Superfans.

Concerning the types of music released, AI has already been used by artists who have the tools to accomplish different types of releases. Lauv, a Gen Z artist, recently noticed a lot of his fan base resides in Asia. After Korea hosted his most significant, sold-out headline show, Lauv wanted to further express his excitement by taking his music one step further. As a gift to Korea, Lauv transformed one of his most popular songs into Korean with the help of AI. Lauv teamed up with Kevin Woo, using an “AI Lauv filter” over Woo’s vocals. To this day, the hit song represents an effective collaboration, with more than 80 million streams on Spotify. In this scenario, AI has proven to be an effective asset as a directional tool, guiding innovative undergoings by artists.

With the ability of artists to utilize AI as this creative guide, the industry can potentially expand as this technology becomes more accessible and relevant, with artists further understanding the target audiences of their releases. AI can also benefit independent artists. Many new artists nowadays, especially Gen Z, embrace “DIY culture” and are independent in the music business. These artists have full creative control and can use AI to their liking without needing to run it by a major label. Additionally, established artists with a brand and appropriate finances can also look into new AI experiences with music, such as gaming collaboration or metaverse experiences.

In a research study conducted by TuneCore, many modern-day artists have an increasingly positive outlook on AI. For example, 50% of artists surveyed use AI. Similarly, AI is also helping artists to optimize specific tasks beyond creativity, such as marketing. Specifically, 27% of artists surveyed had used AI tools to engage and promote their work, and 31% of people using AI have used it for marketing and release promotions (SXSW 2024).

AESPA, a Gen Z girl group launched by South Korea SM Entertainment Co in 2020, uses AI in new, groundbreaking ways.  A combination of large company support and the help of an increasing fan base has enabled AESPA to access new AI technologies and promote them in this very interactive way. Specifically, each of the four members of AESPA has an AI counterpart. The AI members can speak, think, and communicate with their respective in-person members. Not only did this girl group create virtual avatars, but they also created a virtual world, different plot lines to align with their music, and the ability for their fans to create their own Avatar & Experience (ae)."Black Mamba," one of the group's most popular songs, entails a virtual villain developed through their gaming atmosphere. Generation Z, who loves novelty, communication, and new interactive technologies, adores AEPSA. In fact, in 2021, this group was named Generation Z's favorite Korean idol group by South Korean media outlet IZE. Generation Z's love for switching between the physical world and the virtual world provided the perfect environment for AESPA and like-minded ideas to thrive. The article references Anthony Turner, who states, "Youth from Generation Z may use technology so regularly to escape from difficulties  in their offline life or to find belonging by turning to escapism and fantasy to fill emotional and time voids. [7]. Because Gen Z uses smart technology so frequently, the AESPA concept has the greatest impact on Gen Z” (Li 2023, pg 912). These ideas, being extremely divergent and rare, can create a new basis for music consumers to immerse themselves into new realms of music enjoyment.

AI’s central role in today’s creative process of making music means it's easier for the mass creation of content to flood streaming apps. The SXSW 2024 panel, “AI and the Independent Artist,” identifies the double-edged sword of AI, stating that 100% AI-generated music disrupts the market, but a collaboration with AI and the artist is where creative flow can be increased (SXSW 2024). A mutual balance is the most positive outlook for the potential partnership of AI with the modern-day music market.

Industry workers have varied opinions about AI and its effects on the industry, with each perspective bringing interesting thoughts on its increased integration. Billy and Kloboves both state similar opinions, arguing that AI should be used for technical matters and not the creative aspects of the industry. Kloboves even goes as far as to share a personal anecdote, "My friend that's in A&R at Ultra Records, he receives demos all the time from DJs and other artists. He's told me he can tell which songs use AI because it all sounds the same. And it feels like the influx of music that he has to sift through is growing, but in terms of the stuff that actually sounds unique and good, it's becoming less and less. That's the danger of AI, we're watering everything down” (Kloboves 2024).

On the other hand, Independent Gen Z artist Jessica Harper emphasizes the little role she believes AI music will ultimately have in the music market. Harper states, "When you finally get to something that is human-created, it will always feel different because of the feeling behind it. So even if it might take up space, I think it'll only make the human-created things feel so much more powerful" (Harper 2024).

Other industry professionals like record label owner Goldberg and Sony Music worker Parker, share the idea that AI will become more integrated into the industry, but they propose different timelines. Ben Goldberg states, “It's going to take 10 years, 15 years for our generation alpha and the old and the younger Gen Z-ers to reach those levels of authority where they're familiar with AI and it's part of their lives, so they integrate it more. It's always going to be old people trying to cling on to what they've known” (Goldberg 2024). Parker, on the other hand, states, “It's kind of like ‘you get ahead before it gets you’ type thing, right? You always want to be ahead. If you aren't taking charge helping lead conversations about regulation for AI, especially making sure things are ethical, you'll fall behind” (Parker 2024).

The DIY Artist

“DIY culture” is a trend increasing in popularity amongst Gen Z artists where they pursue music independently and perform all of the roles of a typical record label. These musicians will take the writing, recording, mixing, and mastering into their own hands. Access to the internet provides a place for self-learning, where an artist can easily search tutorials and teach themselves new tools for music production. Music distribution has become more accessible, where independent artists don’t have to worry about label recoupment and can establish a direct form of income. DIY culture isn’t just about the music production aspects of an artist; it’s also about the marketing, social media involvement, and fan interaction that all aid in an artist’s success. Gen Z can use these tools as a lens to understand what fan demographic they reach and the methods that can assist in their discovery.  Combining this knowledge with new merch, touring tickets, and fan sneak peeks, these independent artists can establish a significant source of income and financial freedom. By building a direct connection with fans, these musicians can look to build a loyal tribe through different tools and platforms. Jessica Harper, a fellow DIY Gen Z artist, remarks on the pull to remain DIY: "The appeal is freedom. That freedom of expression, for aspiring artists, it's hard to give a part of it away, because that's the whole point of making music" (Harper 2024). All in all, this DIY culture is a potential domain of financial independence for savvy artists who can utilize these tools to help create more involvement.

Concerning the impact of DIY culture on the record label structure, Goldberg assures that DIY culture hasn't personally affected his independent label. "The people who decide to work with me are the people who feel they want somebody with experience of what it's like to market and promote an album, and also can pay for the making of the album and get a distribution” (Goldberg 2024).

Similarly, Gen Z has been able to utilize Playlist Placement on DSPs for music discovery. Spotify has developed a new feature that lumps together similar music under broad categories, from "vibe" mixes such as "Calm Evening Mix," to upbeat genres such as "Saturday Night Mix". These playlists "...act as modern-day radio stations, providing a critical avenue for discovery and fan engagement" (Rivera 2024). Additionally, these playlists can boost an artist's reach significantly and can create a method of promotion through social media. Independent Gen Z artist Jessica Harper elaborates on playlist culture consumption, remarking on their popularity in today's streaming culture. Harper explains, “The focus is more on playlists, and even albums are being built more to mimic playlists. You can do so many different things on an album, and it doesn’t have to all sound the same, because if it does all sound the same, nobody wants to listen to the whole thing” (Harper 2024).

Last, two big areas of Gen Z's implementation of DIY culture are the importance of crowdfunding and community networking. Crowdfunding is a method of financial support, where artists can get support directly from their fan base. These apps, such as Indiegogo, Kickstarter, and Patreon, all provide business tools for artists to monetize from fandom support. Their users consist of all age demographics, but ages 24-35 are more likely to be involved with these campaigns. The crowdfunding industry is steadily increasing in size, projected to reach $1.2 billion in 2024.

In return for support in their crowdfunding campaign, artists can offer exclusive content to fans, sometimes even providing rewards to encourage more donations. By providing limited access to behind-the-scenes content or music, artists can let their fans know of their appreciation for support of their project. Some of these crowdfunding platforms allow access to tools of communication and project tracking, which can help keep dedicated fans in the loop concerning new projects and music. Yet again, this is another area of financial independence and fan base building for these young musicians.

Additionally, networking is an important aspect of the Generation Z and the DIY Artist community, and social media can help fuel this connection. Younger artists engage in “cross-pollination” with other artists, connecting with other musicians to merge fan bases or appropriate other artists' fans. This is extremely helpful in helping artists access already established fan bases, and promoting these collaborations can be especially impactful when it comes to social media. These new collaborations between different artists can blend different types of music, expanding audiences but also different genres of music. Other tools, such as crowdfunding and social media fan interaction can help aid artists in creating a name for themselves, all while ensuring they have the connections and finances to do so.

All in all, DIY culture can create a basis for independent musicians to produce and market themselves while looking to create independent streams of income.  

A Generational Gap

The introduction of Generation Z into the music markets – both as consumers and industry workers – has created a significant generation gap. This gap can be noticed within certain structures in the record label. To start, the traditional label method employs a “funnel” method, where record labels sign acts that would then be presented to smaller and smaller subsets of the industry to help an artist “make it”. This is not the case anymore, as exposure is extremely high in the modern-day music market, and labels now want to monetize off of an artist's pre-existing success. Because of this, there is a small number of artists and songs that gain consistent traction and popularity even despite Gen Z’s ability to work within this new structure, due to the industry favoring younger artists. The change away from the "funnel" method has forced innovations within the record label, and traditional record label employees have had to deal with new methods of marketing and scoping out artists. The old “Top Down” approach, where labels would convince fans to enjoy their artists, has now changed to accommodate the waves of fan interaction. Now, labels listen to fans – especially through streaming and social media trends – to see what artists are popular and then investing in their music and brand.

From an independent label’s perspective, Goldberg describes the record label economy. “As far as the independent labels go, there’s a battle for attention, where there's only so much attention that people can pay towards those things, and that has gotten harder. Especially as algorithms and computations have taken over for how to calculate people's interest” (Goldberg 2024).

Harper, an unsigned artist, illustrates the dilemma of signing to a label, explaining how difficult it can be. "Now labels want to sign you when you reach 20,000 or 100,000 monthly listeners and have a bunch of followers. It's more of a ‘we need you to figure out how to do it yourself, and then we'll sign you.’ It impacts all areas of the industry, not just the struggle with being able to gain a following, but then securing some sort of record deal" (Harper 2024). Furthermore, Harper notes the positive aspects of signing. "In terms of getting the music out there and getting attention, it is so much easier with the label because you have teams working on all of the different promotional parts" (Harper 2024). As a fellow unsigned artist, Harper notes, "it's becoming more and more easy for independent artists to be independent, and so I'm going that route and figuring out how to make money without a label taking a cut and telling me what to do" (Harper 2024).

Especially due to the impact of social media, SFVs, and user-created content, engagement between artists and fans can help aid in an artist’s discovery. The label's purpose is often in marketing now, which can be a different domain from its traditional role when it comes to maintaining a relevant music artist and their releases.

Some well-established artists with strong, pre-existing fan bases don’t require an adept knowledge on understanding the role of social media in the modern day music industry. However, this is not the reality for many current music-makers. If novice artists don't understand the importance of social media in developing a fan base, they can fall behind in the competition for attention in the music market. Despite popular artists such as Billy Joel or The Beatles not needing to feed into social media, lesser-known artists must be able to get their name out in the market of noise. Goldberg has seen this generational clash while producing music in his own label, notably drawing on the fact that he is his label’s ideal customer. While understanding that he loves the type of music he releases, Goldberg has his hesitations regarding the popularity of this music with the younger generation. “The older you get, the fewer voracious music-listening peers you have in your generation who want to learn about new things and want to pick up on new things.” He now faces the dilemma that “...if you decide to concentrate on something that you're interested in when you're younger, not everyone's going to stick along with you the whole time" (Goldberg 2024).

As social media evolves to include new trends and social norms, this can unintentionally establish a language barrier for older generations, who may not understand the types of content that are influencing algorithms. Younger generations, however, have an advantage in the grab for attention on social networking sites; having grown up along the mass popularity of these apps, Gen Zs have a strong influence on new trends and content, both as creators and consumers.

Furthermore, there is pressure for short-term success by newer artists entering the music industry. Tiktok can amplify new and old music, but it is not made to hone strong emotional connections from artists to fans. Consequently, a lot of songs are one hit wonders through these platforms. This can also impact the roles of Artist and Repertoire (A&R) teams, who scope out current talent in the music market. These roles are changing to become constant social media scouts instead. Semajah Parker, from Sony Music, works alongside fellow A & R representatives, and she notes a stark contrast compared to previous years of work. Parker enforces, “A&R has changed over the years of how people discover people. People are still going out to shows, but you can become a very successful artist without basing all of your things on social media. But I definitely think that if you are not utilizing social media, it makes it a lot harder to see success, especially as a newer artist” (Parker 2024). Many musicians have to adapt to modern-day music listening, where fans prefer active listening over passive. If older generations don't understand the attention economy, it can be more difficult for them to break through as artists and make a living off their passions.

Last, there is a change in the formats through which music is discovered and popularized. Streaming culture and music listening tools are constantly adapting, further changing the way that users might stumble upon new music (such as playlist placement, social media edits, and niche genre playlists). Gen Z has encouraged the re-discovery of Vinyl records, despite their consistent popularity as collectibles rather than usage. The music industry must adapt to these new changes brought about by younger musicians, or they will fall behind to past trends and consumption patterns. As a result, older generations of artists have to make sure to market themselves in a way that is digestible and geared toward their target audiences.

Additionally, the impact of social media and the fight for notice in the attention economy has illustrated a new means for discovering music and connecting with artists. These new methods will have to be understood by music professionals, as they provide a glimpse into the future of where music consumption trends and industry professional roles will head.

A Look Into the Past

After examining Gen Z’s effects on the music industry, it is also valuable to take a look at older generations and observe how the intersections between generational culture, music and technology have impacted the music industry and paved the way for Gen Z.

For example, born between 1965 and 1980, Gen X was the first driver of digital streaming adoption, and their early involvement with these technologies helped push the market of music consumption from analog to digital. Bordering the line of the past and the present, this generation laid the foundation for Millennials (born 1981-1996) and Gen Z to take these streaming platforms to new heights, as new forms of innovative music interaction and audio consumption came to light.

When it comes to consumption patterns, there are a myriad of different ways these generations have shaped the music market. Physical formats of music, for example, bring about a love for nostalgia from older generations, but other formats, such as digital downloading and streaming are not unused methods of listening in.

The Boomer Generation (born 1946-1964) specifically love traditional ways of consuming music such as vinyl, and they “... enjoy physically going to brick and mortar locations to consume their products and buy their music in forms of records and CDs” (Foman, 2012; Kotarba, 2002; Kotarba, 2012; Parment, 2013) (Saldana 2016). This being said, even though a small percentage (20%) (Deloitte 2019) of Boomers have a streaming service subscription, “...the practice of online music downloading is rising among those of the third age” (Forman 2012) (Saldana 2016). With digital downloads and physical purchases both in the picture, there is also room for other formats of music discovery to surface while honoring previous methods of listening in. Radio broadcasting, for example, is still popular with older generations, especially Gen X. This generation grew up in the golden age of this technology, consuming music from the radio, television, or even on shows like MTV, who all helped to popularize a number of mainstream artists. Millennials, on the other hand, consume their music in a vast amount of different ways. These formats are mostly through digital streaming or in the live scene, and  “... a number of Millennials listen to music only in places such as the theatre, concerts, through iPods…All while on the other side, we have the other relative half of the portion of this group that listens to music all day” (Bahanovich & Collopy, 2009; Gewen, 2008; Tepper & Hargittai, 2009) (Saldana 2016).

Social media isn’t a lost form for these generations, either. Gen X, for example, primarily spends their social media time on older apps, such as Facebook (77% of Gen X) or Instagram (40% of Gen X) (Spotify). Millennials, on the other hand, spend a lot of time on current apps such as Instagram and Youtube. With a multitude of different social media apps in play, these generations, although not as digitally involved and in tune as Gen Z, can have a large amount of potential to interact with and discover music.

Boomers, Gen X, and Millennials have provided a framework for Gen Z to flourish within the new age of music discovery, but they have also reflected their own times and cultures. These generations have each shared this love for authenticity in the arts and media, but they also value music that shows realism in the state of the world as well as music that can be used as a form of connection. The Boomer generation grew up loving music around rebellion, reflecting the socio-political climate at the time. Boomers grew up in the age of rock and roll, and broadly valued music that reflected their values. Gen X loved music that reflected the complexities of their own generation; known for being very protean, they valued all genres, but specifically hip hop, rock and roll, and punk. And finally, while Millennials love expansive genres and engage with music as a form of connection in social settings, they tend to not personally identify with it to the degree that Gen Z does (Er 2023). Generation Z maintains that historical thread of valuing authenticity in artists and music, and it is interesting to see the progression of similarities in the intersection of culture, technology, and music. Although these three generations all have their own unique qualities, their generational music preferences and experiences can be reflected in the types of artists and music Gen Z affiliates themselves with.

Conclusion

Generation Z is paving a new path in the music industry by bringing in new systematic cultural changes, new types of interaction with the media, a love for authenticity, and an urge to create digital narratives.

When examining the effects Generation Z has on the music industry, it becomes clear that new trends and technology help to create a basis for connectivity. Gen Z’s drive to experience authenticity has helped foster a deeper connection between fans and artists, while the increasing trend of DIY culture encourages young musicians to function independently of a label. Utilizing the modern era of technological tools, such as playlist placement or social media promotional tools, artists can help grow their fan base and understand their fan demographics. Furthermore, AI, though controversial to some, can be expected to incorporate itself into the industry more and more, and the modern-day artist could strategically use these tools to market themselves. Ultimately, these shifts within the industry signal a change, one that promises to fundamentally encourage deep music connectivity and help bridge the generational divide. Future generations can build off of this foundation, further expanding the mediums that music is created and consumed within, from metaverse experiences to new social platforms, to exploring new types of technology that involves high fan interaction.

 In the interest of understanding the current and future states of the music industry, it is crucial to study the culture and degree of technological expansion, as well as micro and macro trends within the quickly moving music market. By creating new narratives of what music consumption, interaction, and culture truly mean, the next generations can contribute to the development of a music industry that is rooted in authenticity but constantly looks for innovation and connection.

Bibliography

1. Bonilla, Alana. 2024. “Why Gen Z Is Crucial to the Music Industry.” Hypebot. https://www.hypebot.com/hypebot/2024/04/why-gen-z-is-crucial-to-the-music-industry.html
2. Clifton, Patrick. 2023. “The Record Label Crisis.” Medium. https://medium.com/@tunesandtales/the-record-label-crisis-37842a67be24v
3. “Crowdfunding Statistics 2024.” n.d. https://www.absrbd.com/post/crowdfunding-statistics?ref=blog.privateequitylist.com
4. “Culture Next 2023: Gen Z Trends | Spotify Ads.” n.d. https://ads.spotify.com/en-US/culture-next/culture-next-2023/
5. Deloitte United States. n.d. “Boomers Haven’t Shown a ‘whole Lotta Love’ for Music Streaming.” https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/boomers-havent-shown-a-whole-lotta-love-for-music-streaming.html
6. Er, Nazlı Gizem. 2023. “The Evolution of Music Genre Preferences Across Generations: Sociological and Psychological Factors.” Medium. https://medium.com/@gzm.err/the-evolution-of-music-genre-preferences-across-generations-sociological-and-psychological-factors-a9002c789c8f
7. Eventbrite. 2022. “4 Ways to Connect With Generation X Music Fans.” Eventbrite All Access. https://www.eventbrite.com/blog/generation-x-music-ds00/
8. Li, Kehao. 2023. “AESPA: The Digital Music Era and Its Impact on Generation Z.” Atlantis Press. 10.2991/978-2-38476-004-6_110
9. “Luminate Releases 2024 Midyear Music Report | Luminate.” 2024. Luminate. https://luminatedata.com/reports/midyear-music-industry-report-2024/
10. “Marketing to Gen X: 10 Foolproof Strategies | Spotify Ads.” n.d. https://ads.spotify.com/en-US/news-and-insights/marketing-to-gen-x/
11. Rivera, Emily. 2024. “DIY Music: How Gen Z Musicians Are Breaking through without Labels | Entertainment.” Wokewaves.com. https://www.wokewaves.com/posts/gen-z-diy-music-success
12. Saldana, Pablo. 2016. "Differences in How Boomers and Millennials Experience Listening to Recorded Music". University Honors Theses. Paper 238. 10.15760/honors.309
13. Say Art. 2023. “Lauv Debuts Korean Version of 'Love U Like That' Using AI Technology.” https://sayart.net/news/view/1065620289362519
14. SXSW. 2024. “AI And the Independent Artist | SXSW 2024.” https://www.youtube.com/watch?v=t08pUuMad8Y
15. Zinnbauer, Julia. 2024. Interview with Anna Billy. Zoom Call. Athens.
16. Zinnbauer, Julia. 2024. Interview with Ben Goldberg. Zoom Call. Athens.
17. Zinnbauer, Julia. 2024. Interview with Jessica Harper. Zoom Call. Athens.
18. Zinnbauer, Julia. 2024. Interview with Semajah Parker. Zoom Call. Athens.
19. Zinnbauer, Julia. 2024. Interview with Sarah Kloboves. Zoom Call. Athens.