Friday Roundup #16 | Spotify Culture Next 2021
One single, one album, one look BTS, one data deep dive | 7.16.21
š»Ā Hi, thanks for tuning in.
The focus of Arpeggio is to provide fresh, curated music as well as data & analysis of the music biz.Ā CuratedĀ music is important because, in a world increasingly dominated by streaming companies, there are artists who deserve the spotlight. In this curated series,Ā Friday Roundup,Ā Iām sharing one single, one album, and one behind the scenes (BTS) look into a recording artist's creative process to listen to at your leisure over the weekend. The behind the scenes of an artistās creative process is storytelling with both artists and music enthusiasts in mind.
āHard Lifeā and āRunningā by Pip Millett
Sling by Clairo
BTS with Clairo on her new album release
Spotify Culture Next 2021 Report
MILLENNIALS ā WITH MORE YEARS BEHIND THEM ā HAVE ESPECIALLYĀ LEANED ON NOSTALGIC PLAYLISTS FOR RELIEF DURING THE PANDEMIC: THEY STREAMED ā80S HITSĀ 70%Ā MORE, ā80S ROCK ANTHEMSĀ 57%Ā MORE, AND ā70S LOVE SONGSĀ 44%Ā MORE BETWEEN MARCH 2021 AND THE YEAR PRIOR
77%Ā OF AMERICAN MILLENNIALS SEE AUDIO AS A MENTAL HEALTH RESOURCE
69% OF AMERICAN GEN ZS FEEL āMORE CENTERED AND GENERALLY HAPPIERā WHEN LISTENING TO THEIR FAVORITE MUSIC ON A DAILY BASIS.
42% OFGENZ SPOTIFY USERS IN THE U.S. SAID THEYāVE HEARD A SONG ON SOCIAL MEDIA AND THEN SEARCHED FOR IT ON SPOTIFY
76% OF AMERICAN MILLENNIALS BELIEVE THE ACTUAL VOICES OF PODCAST HOSTS CAN MAKE OR BREAK A PODCAST
63% OF AMERICAN GEN ZS BELIEVE THEY HAVE MORE FREEDOM TO BE THEIR AUTHENTIC SELVES THAN PREVIOUS GENERATIONS
68%Ā OF MILLENNIALS ANDĀ 50%Ā OFGEN ZS IN THE U.S. SAID THEYāVE SOUGHT MORE CONTENT FROM MORE DIVERSE CREATORS AND PODCASTS IN THE LAST YEAR
64% OF GLOBAL GEN Z CREATORS FEEL THAT DIGITAL TECHNOLOGY MAKES IT EASIER THAN EVER TO BE A CULTURAL CURATOR
67% OF GLOBAL MILLENNIAL CREATORS SAID THEY FEEL MORE PRESSURE THAN EVER TO BE A CULTURAL CURATOR.
AUDIO IS A RICH SPACE FOR REACHING AUDIENCES THROUGH THE CULTURE THEY LOVE:Ā 73%Ā OF MILLENNIALS ANDĀ 57%Ā OF GEN ZS IN THE U.S. BELIEVE THAT STREAMING PLATFORMS AT-LARGE, INCLUDING AUDIO, HAVE SIGNIFICANTLY SHAPED HOW THEY DISCOVER AND CONNECT WITH BROADER CULTURE.
58%Ā OF MILLENNIALS ANDĀ 32%Ā OF GEN ZS IN THE U.S. BELIEVE LISTENING TO MUSIC WITHOUT THE BACKGROUND KNOWLEDGE OF THE CULTURE IT CAME FROM IS PROBLEMATIC.
CONNECTED COMMUNITY: At a time when 68% of American millennials say their community or social outlet has grown smaller due to the pandemic (compared with 56% of American Gen Zs),Ā connected devices are helping people feel more, well, connected. Thatās true of their brand connections too. Audio ads, which reach listeners wherever they are, have become an innovative way to reach homebound consumers.
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