Tag: gen z

Spotify es partner de Bresh, la fiesta más aclamada por la Generación Z

July 29, 2022

Bresh in pink tesxt on a fuzzy looking pink background

Sea cual sea el género que prefieras, hay música que simplemente te hace querer bailar. Este énfasis en la fluidez y la variación de los géneros -junto con el deseo de diversidad, tolerancia, brillo y libertad- es el concepto detrás de Bresh, una fiesta que comenzó en Argentina hace seis años y rápidamente se convirtió en un fenómeno global. 

Bresh es el lugar de encuentro de artistas, actores y destacadas personalidades de la Generación Z, replicada en más de 90 ciudades y 12 países de todo el mundo y durante la pandemia, miles de personas sintonizaron sus transmisiones en directo de Bresh para pasarla bien desde casa. 

Ahora, la fiesta se ha unido a Spotify como su socio oficial de streaming para que los usuarios latinoamericanos puedan disfrutar de la experiencia completa en sus smartphones mucho después de que las luces se hayan vuelto a encender y los participantes hayan regresado a casa. 

Esta unión permitirá promocionar las listas de reproducción de Bresh en Spotify, entre las que se encuentra “Hitazo Tras Hitazo”, que contiene más de 40 horas de las canciones más escuchadas y bailadas. Además, a través de esta colaboración, también nos comprometemos a impulsar tanto a los artistas reconocidos como a los emergentes y a los DJs asociados a la fiesta. 

Bresh y Spotify comparten un objetivo similar: ofrecer a los jóvenes el mejor audio y la música que les gusta, en un solo lugar, impulsando la cultura pop. La alianza de Bresh y Spotify permitirá que la fiesta siga expandiéndose en Latinoamérica, conectando a los jóvenes principalmente de México, Colombia y Argentina que se sientan representados con los valores promovidos por el evento, como la multiculturalidad y la pertenencia.

“La fiesta más linda del mundo” está ahora acompañada por la plataforma de audio líder en el mundo. Juntos, trabajaremos por nuestra misión de hacer de Bresh un lugar de encuentro para todos los jóvenes, unidos en un lenguaje compartido de fluidez multigénero, y por supuesto, de baile.

How Gen Z Is Using Audio To Hear and Be Heard

June 14, 2022

It’s no secret that the influence of Gen Z is rapidly growing when it comes to culture, commerce, and everything in between. Whether they’re deciding the latest social media trend or the hottest new artist, these young tastemakers are the ones setting the agenda. That’s why each year, Spotify releases our Culture Next report to show how Gen Zs are shaping audio streaming and culture at large—and to explain what that means for advertisers on Spotify.

For the 2022 Culture Next report, we interviewed dozens of Gen Zs around the world—and surveyed thousands more—to identify the most influential audio trends that the world should take notice of. From there, we pulled together the five main takeaways (which you can find in our full report). But we realized that these play into a bigger, overarching idea: Gen Z is blurring the line between creation and consumption.

Redefining the boundaries of creation

While this idea is unfolding in many ways, it’s especially relevant to the relationship between creators and their fans. What was once a dynamic built around a one-way broadcast is now an interactive, two-way exchange. 

On Spotify and Anchor, for example, the recent addition of polls and Q&As allow listeners to instantly weigh in on topics discussed in new episodes. And thanks to the emergence of platforms such as Discord, Twitch, and TikTok, Gen Z creators are hearing from fans as much as fans hear from creators. In fact, 47% of Gen Zs said they’ve joined a digital community, such as a subreddit or Discord, for fans of a particular creator. 

And Gen Zs aren’t just using these digital spaces to get the latest info on their favorite stars. When it comes to up-and-coming stars in particular, fans in these communities are using these platforms to hang out with other fans, as well as with creators themselves. 

 “We’re all just kind of homies” is how 21-year-old singer-songwriter Dreamer Isioma put it.

Emotional-support podcasts

But Gen Z musical acts aren’t the only ones forging these intimate bonds with their fans. The world of podcasting now has its own stable of celebrity hosts, and highly engaged fans are cultivating communities around them. And this interactivity isn’t just serving as an effective way for creators to better reach their audiences—it’s fundamentally changing the way listeners relate to the content they’re consuming. Comparing Q1 2022 to the year prior, we’ve seen an approximate 40% increase in average podcast listenership among Gen Zs on Spotify.  

And podcasts in particular have become more than just entertainment for Gen Z. They’ve become a form of content Gen Z can turn to for perspective and understanding as they tackle the increasingly complex issues they’re facing in their lives. Gen Z creators are finding themselves surrounded by a loyal base of fans who are using these podcasts as a form of support. Mental Health, Gen Z’s top podcast genre, experienced a roughly 62% increase in streams among Gen Zs in Q1 2022 compared to the year before.

Keeping it real

To better understand what makes podcasting such an appealing format for Gen Z to process ideas and topics that might be controversial (or even taboo), For the Record sat down with Kayla Suarez, cohost of Teenager Therapy, to hear her insights on the roles that honesty, authenticity, and vulnerability play in building lasting audiences and communities among Gen Z listeners.

One of the defining traits of Gen Z content creators seems to be how interactive they are with their community—much more so than previous generations. In your eyes, what has led to this dynamic?  

I think with Gen Z, there is such a sense of community, especially online. People can just find groups of people, or podcasts, or even brands that have similar interests. With Teenager Therapy, we’re advocating for mental health and being authentic and vulnerable. And with that comes being honest with our audience and establishing that foundation of trust and honesty. We want to get to know them and then get them to trust us and know that we’re not experts or therapists, but we are going through the same experiences as them. 

I think Gen Z really values that because I think nowadays it’s easy to see if a brand is just doing something just as a facade or if they’re being really honest. And so I think if, you know, a brand or company is just transparent about that, it goes a long way.

We noticed that Teenager Therapy was created with Anchor. Were there any features that attracted you to it, or are there any ways you use it to engage your fans?

Gael was the one who figured that out, but I remember him mentioning that Anchor seemed to be the most efficient way to upload a podcast. It also didn’t cost anything, which was a big factor. And recently, Spotify put an option to ask questions or put polls at the end, which we’ve been using. For example, the last time we were talking about cheating in relationships, we put a question: “Do you consider this to be cheating or not cheating?” It’s just little ways to engage our listeners. 

What is it about podcasting as a format that allows for these conversations to unfold in an honest way? 

Our audience is very open minded, and they’ve built a comfortable space for us to talk about topics that need to be discussed, even if they’re uncomfortable. We always just advocate for being respectful toward each other, regardless of differing viewpoints. I think just acknowledging that not everybody’s going to be correct and encouraging people to have an open mind play a huge role.

I also feel like the fans are very comfortable with this form of media. The hosts are right in your ear, and it feels like you’re just in the conversation with them in a very safe environment. I feel like that really resonates with Gen Z because a lot of us do feel lonely and stressed at times, and we don’t always feel like we can go to certain people for that. 

Going back to the idea of how Gen Z creators build relationships with their communities, do you have any favorite ways of interacting with your listeners?

We use platforms such as Instagram and Discord to ask our listeners questions. And Spotify Live is one of my personal favorite things to use because it brings together our listeners in the same room. It’s a very intimate setting where it feels like I can basically just say anything. And for the most part, it’s a lot of our regular listeners who come on stage to talk about their problems. It’s really nice to be able to put a voice to our listeners’ names, especially if they’ve been there for so long. 

Have there been any episodes or moments from Teenager Therapy that felt particularly impactful? 

One of the more impactful episodes that I remember was when I was about to start college. I was talking about some of the feelings of guilt I was experiencing over leaving home, especially being from a first-generation family. I wasn’t sure how people would react to it because I hadn’t really found a group of people that had really shared that feeling. 

It ended up getting a lot of attention from a lot of people feeling the same way. It felt nice knowing I wasn’t the only one struggling with the transition to college. We even had people giving advice, which was really impactful for me because it was something that I had been struggling with for a long time and still struggle with a little bit. 

Take a deeper dive

While the evolving boundaries between creator and consumer is definitely a theme to keep an eye on when it comes to Gen Z, it’s just one part of the Culture Next 2022 report. 

We’ve also dug up insights and findings on how Gen Zs use audio streaming to help shape their identities, how they’re embracing nostalgia in their own unique way, and how they’re using Spotify to express themselves. And while this report was created with advertisers in mind, we think everyone can learn a few things from these trends.

To get the entire scoop on how this rising generation is transforming culture in real time, be sure to check out the full Culture Next report here.

‘Euphoria’-Inspired Songs and Playlists Have Received a Big Boost From Season 2

February 17, 2022

If you’ve been watching Season 2 of Euphoria, then you know there’s been no shortage of chaos coming from the likes of Rue, Jules, Cassie, Maddy, and Nate. But with every twist and turn that keeps you on the edge of your seat, there’s also an incredible selection of songs soundtracking the rollercoaster ride that is life at Euphoria High.

The sounds of Euphoria haven’t been lost on fans, with streams of the official Euphoria score rising by 260% since the Season 2 premiere on January 9. But hardly satisfied with that alone, listeners have jumped in on the action, creating more than 600,000 Euphoria-related playlists on Spotify to date. 

With that in mind, Spotify took a closer look at the listening trends related to Euphoria since Season 2 began—whether it’s fans voicing their support in the form of themed playlists or artists enjoying a boost from their (literal) 15 seconds in the Euphoria spotlight.

The Euphoria effect

Shows that become pop-culture obsessions double as tastemakers, introducing viewers around the globe to an array of artists. Euphoria is no exception. Fans have especially gravitated toward Sinéad O’Connor’s “Drink Before the War,” which saw a staggering 26,900% increase in streams after it was featured in episode five. Other tracks that saw a huge leap include “Madonna” by Tarik (~2,600% increase), “4,5,6” by Big Mali (~3,600% increase), and “Uhuh Yeah” by Colbie and G.L.A.M. (~2,700% increase).

Labrinth in a league of his own

As the lead composer of Euphoria, Labrinth’s moody scores have been featured throughout both Euphoria seasons. So it makes sense that he has reaped the rewards, seeing more than a 230% increase in streams over the past month.

Mads is queen

Always in it for the drama, Maddy has become an icon for Euphoria viewers as she and Nate break up, make up, and then break up again. Spotify listeners have rallied behind their queen as a result, creating more than 3,900 Maddy Perez playlists globally. They frequently feature tracks such as “Dead To Me” by Kali Uchis, “Cocky Af” by Megan Thee Stallion, “Maneater” by Nelly Furtado, and “Needed Me” by Rihanna.  

Fezco vs. Nate

Whether they’re trying to make sense of anything Nate does or waiting to see what happens next with Fez, fans are creating soundtracks to match the vibe of these bitter enemies. 

Spotify listeners have created more than 1,000 Nate Jacobs playlists globally, with appropriate cuts such as “Heartless” by The Weeknd, “Daddy Issues” by The Neighbourhood, “Stuntin’ Like My Daddy – Street” by Birdman and Lil Wayne, and “Dead of Night” by Orville Peck making the list.   

But with more than 31,000 Fezco-related playlists created globally, it’s clear who’s winning the popularity contest among Spotify listeners. Commonly added tracks include “Money Trees” by Jay Rock and Kendrick Lamar, “Self Care” by Mac Miller, “Hypnotize” by The Notorious B.I.G., and “Hit ‘Em Up” by 2Pac and Outlawz, which was memorably featured in the Season 2 premiere. What’s more, streams of Fezco-related playlists have increased by more than 1,000% since the start of this season.

POV: You’re Cassie Howard

It’s an understatement to say that Cassie has been going through it—she’s been in the middle of every bit of madness. She’s also caught the attention of Spotify listeners, who have created more than 1,100 Cassie-themed playlists globally, and streams of these playlists have increased by more than 300% since the start of the new season. Popular cuts in these playlists include “jealousy, jealousy” by Olivia Rodrigo, “Sad Girl” by Lana Del Rey, “needy” by Ariana Grande, and “Selfish” by Madison Beer.

Rooting for Rue

Jules is looking out for Rue, and so are listeners. Spotify listeners have made their support felt by creating more than 1,100 Rue-related playlists globally, featuring songs such as “feel something” by Bea Miller, “i wanna be your girlfriend” by girl in red, “Liability” by Lorde, and “Yes I’m Changing” by Tame Impala. Since the season premiere, streams of these playlists have increased by 400%.

 

And if this all isn’t enough to quench your Euphoria thirst, be sure to check out this Euphoria playlist, which includes many of the songs featured in the show, along with plenty of others that fit the mood of Euphoria High.

How Millennials and Gen Zs Are Redefining Digital Audio

July 12, 2021

Every year, Spotify embarks on a journey to learn more about some of our most influential listeners and creators: Gen Zs and millennials. The result is Culture Next, Spotify Advertising’s annual study into the listening habits and preferences of these groups, aged 15-25 and 26-40, respectively. 

This year, we learned that Gen Z and millennial creators and listeners are as obsessed with digital audio (and Spotify, of course) . . . as we are with them. And while these generations’ differences have launched a million memes (middle part vs. side part, anyone?), their similarities speak volumes as they navigate a common challenge: rebuilding culture from the ground up.

Check it out:

To create this issue of Culture Next, Spotify conducted a combination of qualitative, quantitative, and first-party data analysis. We surveyed 9,000 Gen Z and millennial respondents in April 2021 across the U.S., Canada, Mexico, Brazil, Spain, Italy, France, Germany, the U.K, India, Indonesia, Singapore, the Philippines, Japan, Australia, the U.A.E., Thailand, and Malaysia. 

We also partnered with youth culture agency Archrival to conduct Zoom focus groups featuring 40 in-depth interviews and a dozen ethnographies with more than four dozen respondents in 16 markets. We combined these with conversations with artists, podcasters, and advertising industry thought leaders, as well as with Spotify’s own unique Streaming Intelligence and first-party data. 

To read the report in full and dive into more findings—including recommendations for marketers looking to connect with Gen Z and millennial listeners—visit ads.spotify.com.

‘Call Her Daddy’ Is Making It Exclusive With Spotify

June 15, 2021

Alex Cooper, host of Call Her Daddy, knows how to shock, entertain, and delight her listeners. And her latest piece of news continues to do just that: As of July 21, Call Her Daddy will call Spotify home.

Soon, all new and existing episodes of the show will be available for free and exclusively on Spotify for new listeners and the “Daddy Gang,” as fans call themselves, to enjoy.

“I’m incredibly thankful for everyone who has supported, helped, and been a part of Call Her Daddy,” says Alex. “From its start three years ago, the show has always been about challenging the status quo and manifesting conversations that previously only happened behind closed doors. I can’t wait for this next chapter with Spotify, where I will continue raising the bar with great content and guests for the Daddy Gang.”

Call Her Daddy was the first podcast of its kind and has created a sex-positive space where women control the conversation. During 2020 Wrapped, the podcast proved to be the fifth-most-popular podcast streamed globally on Spotify. Alex’s unique interview style gives iconic guests like Miley Cryus, Mia Khalifa, and Rickey Thompson the opportunity to share their own vulnerable experiences. Episodes cover topics ranging from self-love to sexual fluidity to reclaiming power after trauma. As the show has evolved, Alex’s priority has been to uncover the importance of therapy, self-care, and personal growth by sharing her own mental health journey. She has also invited medical experts like Dr. Orna Guralnik to the show in an effort to debunk stigmas surrounding mental health. 

The show is also the second-most-popular female-created podcast globally on Spotify, according to data released in March 2021 as part of Spotify’s EQUAL campaign. Alex’s direct approach and sense of humor have captivated Gen Z and millennial listeners, who appreciate the show’s risqué topics and entertaining personal stories. And as the Daddy Gang knows, there’s never a dull moment.

The gang’s all here! Start listening to Call Her Daddy episodes below.

Meet Flo Milli, the Alabama Rapper Speaking to Gen Z—and Spotify’s Fourth U.S. RADAR Artist

January 15, 2021

Stream rapper Flo Milli’s mixtape and you’ll hear simultaneously bubbly and assertive tracks covering the 21-year-old’s take on money, men, self-empowerment, and jealousy. The Atlanta-based Alabama native, who grew up singing in her church choir, has been using her voice for some time. “It was mandatory for me to be in the choir,” Flo told For the Record. “My mom used to sing all the time, so did my sister. I guess I was the only one who wanted to rap, though.”

Today Flo was named Spotify’s newest U.S. RADAR artist. Spotify created RADAR to help artists across all stages of their careers use the strength of our platform to deepen connections to their audiences. Now listeners can stream the 175 RADAR-affiliated emerging artists around the world in one palace on the RADAR Global Hub. 

As the latest RADAR artist, Flo will be featured in the RADAR playlist and create a Spotify Singles recording. She’ll also receive promotional support for her upcoming releases, a full suite of marketing, and social promotion. Flo Milli’s campaign will furthermore include a forthcoming mini-documentary to premiere later this year. Also out today is Flo’s glamorous new single “Roaring 20s,” which shows off the star power of the RADAR artist.

Flo’s long-standing musical aspirations were fueled by R&B TV show 106 & Park and the work of Nicki Minaj. These propelled Flo to record her own tracks as a high schooler. Her first two, “Beef FloMix” and “In the Party,” went viral among Gen Zers on social media and enabled Flo to release her first mixtape, Ho, why is you here? in 2020. It has now seen over 192 million streams on Spotify.

“Since the release of ‘Beef FloMix’ on Spotify in 2019, we’ve watched Flo Milli’s exponential growth with excitement,” says Ned Monahan, Spotify’s Head of Global Hits. “Her magnetism is indisputable, and she’s one of the most exciting new rappers in the game right now. We are beyond thrilled to partner with Flo as our next RADAR artist and can’t wait to see what’s next.”

For the Record chatted with Flo about her inspirations, accomplishments, and recommendations to young women looking to do what they love. 

Both your music and fashion have been compared to that of ’90s rappers. What about that decade excites or inspires you?

I think it’s interesting. As I’ve been going in my career, I’ve started to discover how times were back then. I didn’t, of course, grow up around that time. But I see clips all the time of the ’90s and how the music industry was just different. And I do admire it because I think it’s cool to see how everything has changed and how social media plays a big part into today’s music industry. But I wouldn’t have minded coming up in that era either. 

In the past two years, female artists have sung shamelessly about money or wealth in their songs, examples including Cardi B, Arianna Grande, and you. Why do you think it’s important to bring this topic into conversation?

I believe that whatever you put out into the universe, that’s what you’re going to get. So if you’re speaking about these things, you’re conjuring them up. Who doesn’t want to live a lavish lifestyle, especially when you come from nothing? 

Those things are power, and I think it’s important to make it a habit to speak the things that we want and let everybody know, especially young girls, that they can have those things. You can reach your goals and you can be great. You can get anything you want if you put your mind to it. 

Tell us a little bit about your creative process. 

It took me a long time to really learn my best process for making music. It was hard trying to find my niche. So I like to have fun. I just need to be in a space where I’m alone and I’ve got a variety of beats. I like to be myself and free and have my own space. That’s how I create. 

Your single “Beef FloMix” had success on social media before hitting the number two spot on Spotify’s Viral 50 in April 2019. What changes did you observe after being featured on the playlist?

I think my streams went up even more, of course. I got more fans and just a lot of added traction towards my music and videos, everything. So I think it helped a lot. It’s dope to be put on those playlists, because a lot of like youth of course have Spotify and they listen on the app, and those playlists influence them. 

What would you say to aspiring young female rappers who aren’t sure where to begin?

I would encourage them to always follow what they feel strongly about. Don’t let anybody come in between your opinions about your craft and what you create and build. Stick to what you think is cool, because only you know what’s good. Surround yourself with people who have your best interests and never give up.

It’s a unique time for everyone. How have you stayed positive in spite of everything the year has thrown at us?

I just started to learn how food can affect you and your mood. I’ve also been going to sleep saying positive affirmations. There’s hella videos where you could just play them while you’re going to sleep. And like all those affirmations go into your subconscious mind. And before you know it, you’re going to have all these affirmations in your head. I would just encourage everybody to do that with everything going on in the world. 

What are you looking forward to as Spotify’s current U.S. RADAR artist?

I’m looking forward to just my hard work being highlighted. My goal is to get the messages of the songs across in the best way and to keep the ball rolling the entire year. 

Stream Flo Milli’s mixtape, Ho, why is you here? below. 

Meet beabadoobee, Thomas Headon, and Biig Piig, the New Wave of Artists Taking Over Spotify’s Community-First ‘Our Generation’ Playlist

November 19, 2020

Press “play” on Spotify’s Our Generation playlist and you’ll find your headphones or speakers filled with the sounds of rising artists from a variety of different backgrounds, identities, and musical styles. Since 2019, Our Generation has surfaced the new wave of artists emerging across the British and Irish musical landscape to young, engaged music fans whose tastes aren’t restricted by genre. Now, the curated playlist is getting a makeover, getting rebranded with a new look and guest takeovers from the most exciting acts of the next-gen music scene.

Last week, 21-year-old indie singer-songwriter Thomas Headon selected the tracks he loves alongside his friends in the music community. Starting today, November 19, tune in with Irish breakout singer and rapper Biig Piig. Finally, on November 26 hear from alternative rock musician and RADAR artist beabadoobee. Each will create a truly unique listening experience complete with playlist videos and track selections from multiple artists within the scene.

“We’re excited to have these three amazing artists collaborate with Our Generation as we continue to expand Spotify’s support for emerging talent,” says Sulinna Ong, Head of Music for UK and Ireland at Spotify. “We launched Our Generation in 2019 after we identified a gap for a unique offering of genre-fluid, new music for a digitally native audience. With our latest campaign, we are taking it one step further by expanding and enriching the Our Generation brand and offering fans the chance to further explore diverse and culturally influential artists to uncover their new undiscovered favorites via recommendations from some of the playlist’s most popular artists. Our ambition is to build a truly engaged community for Our Generation, making it the go-to hub for Gen Z music lovers to discover their new favorite artists.”

To mark the campaign, Spotify has teamed up with DIY, the leading independent music publication in the UK, to give music lovers the chance to take a deep dive into the inspiration behind each artist’s takeover. Through in-depth interviews, Thomas, Biig Piig, and beabadoobee each reveal the tracks and creators that make them tick. 

The revamped playlist will continue to serve as a destination for listeners to find an artist with a unique sound in a new visual world, including unique playlist cover art created by Australian illustrator and creative Eliza Williams (@doolittleillustrations). The colorful hand-drawn illustrations encapsulate the escapism that the audience can achieve through the music.


Ready to dive in? Stream the newly revamped Our Generation playlist below.

Gen Z Is Taking the Reins to Rebuild Society

September 23, 2020

Every year, Spotify conducts a study called Culture Next to better get to know the world’s most influential generations. This year, we found that Gen Zs (those between the ages of 15 and 25) are rewriting the playbook older generations left behind and taking the reins to rebuild society.

We, alongside partner research agencies Culture Co-op, b3 Intelligence, and Lucid, talked to respondents at the top of the year and again in late summer, taking into account this year’s global pandemic and social movements. Take a look at what we found:

The music Gen Zs stream on Spotify also reflects a can-do, independent mindset. The top three playlists among Gen Zs globally are Today’s Top Hits, followed by RapCaviar and our Sleep playlist. They’re staying on top of culture (and sometimes reflecting it, thanks to Gen Z talent) as well as taking care of themselves.  

The top five podcasts among Gen Zs globally are Call Her Daddy, TED Talks Daily, From the Wizarding World: Journeys to Hogwarts and Harry Potter At Home: Readings, The Daily, and Indonesia’s Rintik Sedu, which tells personal stories with larger meaning. 

Dive into the full trends report here. 

Everything You Wanted to Know About Gen Z (But Were Afraid to Ask)

June 3, 2019

Think you know Generation Z? We wanted to set aside trite stereotypes about the streaming generation—yes, plenty of them have in fact seen or even own a record player—and truly get to know them on a global scale. So we commissioned our Culture Next Trends report, in partnership with research agency Culture Co-Op. We found an empowered, multinational, cross-cultural, socially aware, and informed group of 15- to 24-year-olds who speak their minds.

“We’re bold, fearless, careless, creative, and intriguing,” says Addy, a study participant from North Carolina. Powering this sentiment is technology, which “brings different cultures from faraway places closer together than we can ever imagine,” says Jared, from the Philippines.

Below are five defining traits of Gen Z uncovered in the study (which encompassed the U.S., U.K., Australia, Germany, the Philippines, Brazil, and beyond), as well as the streaming-related trends they inspire. These provide clear on-ramps for understanding and connecting with the world’s first generation of truly global citizens—whether or not they’ve used a record player.

Trait 1: All the Feels

Members of Gen Z are in touch with their feelings, and they understand the importance of expressing and addressing them.

Every young generation has claimed some measure of melancholy. (Just watch a John Hughes film.) Gen Zers, however, actively address their feelings—often through music, and specifically via their “bag playlists” (yes, bag) of sad songs. Not only is listening to these playlists up 45% year over year, but 49% of participants in the study said they find camaraderie in sharing their feelings of sadness and loneliness. No wonder Drake’s “In My Feelings” was such a hit.

Trait 2: Band of Others

Gen Z believes that music allows people to connect with one another and with different cultures. They listen to more international music than any other demographic.

More than half the participants in the study said they’re friends with someone from another country online. So it’s no surprise that Gen Z is fueling the K-Pop craze. K-Pop quickly became one of the 10 most-streamed genres worldwide, forging international bonds among listeners likely because of its upbeat, heartstring-tugging style and lyrical blend of Korean and English.

Trait 3: Subliminal Attraction

Gen Z craves discovery. Finding new things, ideas, music, podcasts, hobbies, and experiences makes them feel good.

Gen Z believes anyone anywhere has the power to break though the social media clutter and become influencers. The more relatable a person (say, a podcast host), the more trust and influence he or she engenders—driving discovery and, therefore, happiness. Our past research backs this up. 72% of people we surveyed in 2018 said discovery boosts happiness—so give them something new and authentic.

Trait 4: PolyFly

Gen Z wants to be part of the political conversation—and their seamless access to technology and all types of content empowers them engage in a way no generation previously has.

Podcasts that mix lifestyle and politics top the charts. See The Daily and Pod Save America. A solid 66% of respondents said they expect brands to be part of the debate, to promote progressive values, and to play a more meaningful role in society. “Our eyes have been opened to the lack of leadership by those in positions of power,” says Canadian pop star Alessia Cara, “and in turn, so many of us have had to step up in their place.”

Trait 5: Surround Sound

Gen Z may appear to be obsessed with their screens, but they value audio as an escape from visual stimulation overload.

Audio isn’t just background noise, said 50% of the study respondents; it plays a huge role in their everyday lives. So silence can be golden too. To raise awareness of the International Day for the Elimination of Violence Against Women, Marie Claire ran a campaign of 30-second silent spots on Spotify. Listeners assumed there was a glitch and looked at their phones, only to see a message explaining the danger of staying silent about violence. Powerful, impactful communications such as this leave a lasting impression with Gen Z.

Scroll down to the infographic below to see more of the Culture Next Trends study’s most interesting insights. And millennials, keep your FOMO in check: we took a look at your generation, too.

You can also read the full report on Spotify for Brands.