The current state of mobile and social media has influenced how music platforms target millennials. Some platforms sync with style and ethos, which appeal to millennials constantly on the go. They value instant content and want to browse through information quickly. Music platforms should capitalize on this through millennial marketing. In addition to these factors, brands should also engage with musicians to develop brand partnerships.
The vibe and relatable lyrics
Music streaming platforms have a clear target audience for millennials: ages 18 to 30. Young listeners are particularly drawn to music with a “vibe,” or overall energy. They also prefer relatable lyrics. Nearly half of millennial listeners find new music through public radio, while a fifth choose new releases over music from a specific artist. However, it’s not just millennials who like “vibe. Sixty percent of listeners surveyed are also drawn to music from new releases. In addition to millennials’ love of pop, alternative, and world music, these audiences are also very open to genres outside the mainstream.
Mobile experience
As the age of millennials continues to grow, music platforms are looking for new ways to reach and engage them. The mobile experience has become a critical part of the mobile customer journey. While older generations have used music for various purposes, today’s millennials are hungry for entertainment. Using their mobile experience, music platforms can offer a memorable experience to music lovers. In addition, by leveraging mobile-based experiences to drive revenue, music platforms can attract millennials to their services.
Besides identifying trends, music platforms can create buyer personas based on playlists and the mobile experience. It will allow them to customize the offers to more closely match the interests of their customers, which in turn will increase engagement and conversions. For instance, a music platform has launched a marketing campaign using playlist data to identify current trends and attract millennials. It makes creating a playlist seem like an exciting experience, especially when it involves discovering what’s trending in the digital music industry.
Brand partnerships with musicians
In addition to artist endorsements and sponsorships, brand partnerships with musicians can boost their social media followings. Studies show that five percent of music artists’ followers are millennials, making them the perfect target audience for marketers. As a result, brand partnerships with artists can boost their social media presence and increase engagement rates. But how can musicians and brands create a successful partnership? How can a musician gain the trust of fans?
Today’s artists understand brand partnerships are key to fostering deeper relationships with fans. Musicians can tap into millennials’ deep emotional connection with music. They can leverage these connections by working with brands to increase their audience reach, improve their visibility, and expand their fan base. Modern artists use data to understand what their fans are searching for to make the most of branded music partnerships. And they build meaningful experiences for fans.
Social interaction
One of the major challenges for companies in the digital age is finding ways to engage with millennials. Companies too often talk to customers without considering their feedback. Thankfully, some music platforms are playing off this desire for camaraderie by integrating with social networking sites. Users can now see other people’s playlists and comments without leaving their own. Previously, music streaming has been a personal experience but has evolved into a collective experience.
Millennials’ love of music is no different. Gen Z listeners are increasingly sharing their favorite tracks with others online and swapping them for their gaming soundtracks. In addition, 76% of Gen Z listeners cite social media as an essential part of the creative process. Millennials are also building relationships with artists. Gen Z listeners are eager to give feedback and build a shared interest.
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