Blog Post

Music & Millennials

An interesting new study (“Music & Millennials” Report from Music Biz & LOOP) was recently released regarding how people listen to, and discover, music online. 56 of people ages 15-19 years old discover new music via YouTube. Our client, Pentatonix, can certainly speak to that since they initially developed their now enormous following by posting videos on YouTube. It worked – they now have close to 11 million subscribers!! (https://www.youtube.com/user/PTXofficial)


Reading the result of this study further showed that 51 of people aged 15-19 also use all of the streaming outlets available to them to find new music, shunning ‘traditional’ radio. However, older listeners still tune in to terrestrial and satellite radio, and discover new music that way. No big surprise, right? Here’s the interesting part – younger people ARE paying for music. The analysts of another study (https://s101.ws/3z2k) found that 46 of US respondents ages 18-24 paid for music in the past month, which was higher than respondents ages 45-54 (26) and 65+ (12). The data showed that as people get older, they are less likely to pay for music, which contradicts the accepted thinking that the younger generation just stream.


All this information makes you think about how artists breaking into music can make money as their careers develop. Certainly touring, but also investigating corporate partnerships for exposure.

Another Section 101 client, Jamie Kent, was just featured in The Tennessean with regard to his success in this area (https://s101.ws/3z2j) and how much of a difference it has made to his career. As an independent artist, he is part of a trend we are seeing wherein corporations want to reach a younger and sought-after audience, so they partner with up-and-coming artists instead of ones that are signed to a major label. Major label acts are great, but likely have less availability to really chart their own course with these companies. This type of exposure is invaluable for someone like Kent; the added exposure he has received from Bose speakers and Durango Boots – two of his marketing partners – has been very fruitful. Says Kent, “As an independent artist, I think that brand partnerships are one of the most important ways to get the word out about your music. If you don’t have a label, they have resources for some distribution and marketing. It’s symbiotic relationship where we promote each other.”


The takeaway is to make sure you’re not only aware of the audience you want to reach with your music, but to also investigate all the best ways TO reach them. You may be surprised how many opportunities there are to ‘scratch someone’s back.”  The more knowledgeable you are, the more control you will have over your career.

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Blog Index

Brand Extensions for Artists

    posted 11/30/2018

Musicians are the original start-ups

    posted 7/30/2018

Taking Stock in the New Year

    posted 1/25/2018

Humor and Advocacy

    posted 7/13/2017

The Southwest Invasion Hits Austin

    posted 4/5/2017


    posted 2/24/2017

My Own Shark Tank

    posted 10/6/2016

Music & Millennials

    posted 8/11/2016

Working with Fiverr

    posted 5/26/2016

Fair Play, Fair Pay

    posted 2/4/2016

In the end, teamwork wins!

    posted 11/12/2015

Southwest Invasion 2015!

    posted 4/2/2015

Refresh 2015 with Section 101

    posted 1/29/2015

2014 – What a Year!

    posted 12/15/2014

Section 101 Mid Year Report Card

    posted 7/14/2014

ASCAP Expo Blog -

    posted 5/19/2014

Don't Be Invisible

    posted 2/3/2014

Following the Time(line)

    posted 12/2/2013

Collaborate and Listen

    posted 10/23/2013