Gen zed streaming7/26/2023 Selling a vinyl pressing directly to fans represents a larger profit for creators themselves than digital streaming contracts. They’re also more likely than the previous generation to follow and support individual content creators, according to recent research conducted by Vice Media and Ontario Creates. Gen Z has consistently indicated that they think that quality content is worth paying for. So what could be driving the change? Sure there’s the whole Gen Z nostalgia thing, but there’s another factor at play here. In a way, the vinyl album is the digital playlist’s polar opposite. Gen Z even outpaced Millennials - long credited with the steadily increasing readoption of the medium - at the record store, with 15% of them said they purchased at least one vinyl album in 2021, compared to 11% of Millennials who did the same. According to MRC Data’s 2021 US Music 360 Report, as a group, they were more likely than the average user to have purchased vinyl in 2021. In the first half of the year alone, RIAA reported a 94% increase in vinyl sales.Īnd Gen Z is decidedly on board. Vinyl has been slowly creeping back for years now, but in 2021, sales exploded. At least, where vinyl records are concerned. There’s been talk over the past few years of an impending digital media renaissance, and when it comes to music, it may finally be here. The diminished importance of genre labels is evident in the music Gen Z listens to, as well. In fact, 97% of female-identifying respondents to a 2018 Sweety High survey reported that they listened to five different genres on a regular basis. Sure, they like their genres, but they’re just as likely to call themselves fans of glitchcore as they are of cloud rap, kawaii metal, or hyperpop. It’s also illustrative of Z’s eschewal of labels. This came as a surprise to a lot of Spotify users, including hardcore fans of Dream SMP (the server) and fans of DreamSMP (the genre) whose first time encountering those eight letters in that order was in their Wrapped lists. If you want further proof of how heavily Gen Z relies upon the online communities they frequent for a sense of belonging and their next heavy repeats, you don’t need to look much further than Spotify’s declaration that Dream SMP - a phenomenally popular role-playing server on Minecraft that’s popular with Gen Z - was a genre.
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