Treasure Aaron
June 2024
Gen Z is consuming music in consistent numbers according to new statistics. ln a recent post, award winning Hip Hop and RnB Producer Jermaine Dupri posted to his Twitter/X account questioning the legitimacy of those stating that the 16 to 30 year old demographic is no longer listening to radio. His question was surrounding the sellout crowd at the recent Anniversary concert of Atlanta's Hot 107.9FM. The sold out crowd was heavily attended by the generation Z demographic. The concert featured female rapper Latto and friends alongside rapper Killer Mike, Boosie, Key Glock and Hunxho.
We sat with young Roadblocks influencer Justin “Mozart” Williams who gave us an insight on the connection that radio has with its young generation of listeners. Mozart said he and most of his peers do not listen to radio often but consumes music through TikTok, Spotify, YouTube and other streaming platforms. He cited that younger and newer artists are connecting with its listeners via these social media types of platforms and the likely that the show sold out was through social media promotions. Some of his favorite artists are Playboy Carti, Drake, Kanye West and Ken Carson. He referred to Steve Lacey as a fan favorite who is selling out concerts and originally became popular via the social media platform TikTok.
According to Insider Radio, Mozart has a legitimate point; radio is finding a connection with Gen Z but not in the historical fashion that it has in the past. They found that Gen Z are listening to radio via podcasts online.
More clarification and verification could be researched via the Federal Communications Commission that provides quarterly reports, as well as Neilsen Reporting. Neilsen report conflicts these statements and reports “, radio continues to reach more Americans than any other platform measured by Nielsen. Among adults 18+, radio reaches 92% of U.S. adults every week.” While Gen Z gamers like Mozart are shying away from original radio on a station dial some are still listening to their local stations outside of the streaming platforms. The future of radio still may have potential if the following generations continue to be diverse in the various outlets of absorption.
Audio is finding an audience among Gen Zs. but they’re unlike previous generations. Insideradio.com. (2023b, January 19). https://www.insideradio.com/free/audio-is-finding-an-audience-among-gen-zs-but-they-re-unlike-previous-generations/article_4b17bd3e-97ca-11ed-a75e-df363dd981a4.html#:~:text=Edison’s%20Media%20Habits%20of%20Gen,those%20over%2025%2C%20Edison%20says.
by Weso, W. (2024, June 24). Latto makes history at birthday bash ATL 2024! [photos]. Hot 107.9 - Hot Spot ATL. https://hotspotatl.com/playlist/latto-birthday-bash-atl-2024/
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