Does The Pluralist Generation Love Music Like Previous Generations?
First-of-its-kind research study among the Pluralist Generation helps to understand difference in music consumption and music community among the USA’s next generation
Gracie Management's new research study found that the Plurals are less likely to have high music consumption than Millennials (who are estimated to have less than Gen X), which should be of concern to artists and labels, but there is good news: The main driver of this is a lack in importance of communities formed around artists/genres, which can be influenced by better planning by artists and labels.
The #1 driver of having high music consumption was found to be the forming of the above-mentioned communities around artists/genres, and while only 25% of Plurals rated being part of a music community as very important, for those who found it either "very important" or "important", 66% are part of a music community.
"These are important findings. While people worry about being able to sustain careers in the music industry, there is a light at the end of the tunnel. If the marketing focus turns towards building fan communities, rather than being so centered on the artist and pumping out one way messages about the artist, you will see an increase in high music consumption" says Chasson Gracie, Founder and CEO of Gracie Management.
Other interesting findings included the majority of Plurals who have high music consumption to be females (56%), though a flip happens around 18 years-old, after which males are more likely to have high music consumption. The age at which there is the highest music consumption observed is at 15 years-old among Plurals. Also, Plurals living in the South (55%) and Midwest (53%) are more likely to have high music consumption than those in the Northeast (45%) and West (45%)
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