• New report from Blackstar, lemontank and BPI is thought to be one of the largest qualitative studies of its kind around Gen Z's attitudes towards music
• 500 18-25 year-olds across the UK provided unfiltered insights into their music listening, consumption and discovery habits for the report
• Findings reveal that music soundtracks almost everything 18-25 year-olds do, that many favour mood and emotion over allegiance to specific genres, and the growing importance of playlisting, among other themes

A newly-published report from music marketing agency Blackstar, Gen Z specialists lemontank and recorded music trade association the BPI gives voice to one of the most misunderstood demographic groups – Generation Z (or 'Gen Z').

Titled Seeking Community: Gen Z's true relationship with culture & music consumption, the 43-page report is free to access via a new website: https://www.genzseekingcommunity.co.uk/.

In what is thought to be one of the biggest qualitative studies around music for this particular demographic, 500 respondents from across the UK aged between 18 and 25 were asked to provide unfiltered insights into how they both consume, discover, and connect around music. Participants answered questions using voice notes and written answers using the AI research platform Tellet.

Developed with the aim of bypassing existing assumptions about Gen-Z by going directly to them, the research provides powerful insights for anyone looking to understand 18-25-year-olds' musical priorities and values. It breaks out findings into three main areas – listening, discovering and connecting – with direct quotes from respondents forming the core of the report.

Among the report's key findings:

Music is indispensable to Gen Z
Music provides the soundtrack to almost everything this generation does, from waking up to working, studying and leisure. It is a crucial form of emotional support and also a much-valued mood-enhancer, providing motivation and comfort. It is key to Gen-Z's identity and self-expression, but also allows them to tap into specific communities, from K-pop to metal, and helps broaden perspectives.

Gen-Z are musical omnivores
While 18-25 year-old fans with strong connections to a particular type of music are still present, many now seemingly favour mood and emotion over allegiance to individual genres. Respondents also reported a dual dynamic operating in their listening, with new music clearly valued but older, more familiar music evoking a strong pull of nostalgia and reassurance. Gen Z's tastes are shaped by where music fits into their lives, what they are seeing online, or what's being recommended to them by friends and family.

Background can inform and shape taste
Heritage and culture can play an important role in music taste, with strong connections to genres such as Afrobeats, Amapiano and Desi cited as examples, as well as traditional Celtic music. In addition to opening windows into other cultures (respondents talked of listening to French music to help them learn the language, or playing music by artists from Japan because of a connection with video games and anime), the relatability of UK artists also came through, with some respondents also actively wanting to support local performers.

Playlisting is crucial
While physical formats are valued for their aesthetic and the connection they embody between fan and artist, many in Gen Z like the flexibility of playlisting, which helps them organise their listening and discoveries as well as enabling them to connect with friends through collaboration. This age group is still appreciative of the album as an art form, however, and respects the creative vision it represents.

Discovery is constant
From curated playlists on streaming services, to viral short-form videos, songs embedded in video games, TV shows and films, this generation is hearing music that is new to them in every conceivable way and open to discovery. Peer-group recommendations – through shared playlists and in-person gatherings – can be key to these respondents, forming communal soundtracks and social bonds. 

Understanding artist-fan connection is key
While some prefer to listen to individual songs without making a deeper investment into the artist, others reported feeling a closer connection if they empathised with the artist's outlook and views, or felt that they were presenting themselves in an authentic, unfiltered manner. For others, however, separating the art from the artist was not a consideration at all.

Upbringing and family can help shape deep affinity to artists, with Adele, James Blunt, Davido, Oasis, Bob Marley and Girls Aloud among those respondents cited being fans of through household listening in childhood.  

Live music can make a powerful impression
Respondents' memories of first concerts revealed lasting emotional impact for this group, and ongoing have proven to be an important source of discovery, as well as having the potential to deepen the bond between artist and fan. Respondents in the study talk candidly about expectations and financial considerations around attending live events, and what makes a show a 'must see' for them.

Breyner Baptista, Innovation & Culture Director at Blackstar, said:
"This report offers an unfiltered look into how 18-25 year olds engage with music today. Rather than industry assumptions, we have real first-hand observations from a demographic whose voices we don't hear a lot from. There isn't a reliance on metrics here, instead this report captures real experiences, emotional nuance, and cultural shifts often missed by traditional data. Gen Z isn't a monolith, and these insights can help shape more inclusive strategies, sustainable fan growth, and future-facing industry practices."

Jacob Rickard, Founder & Director of lemontank, said:
"Today's 18-25 year olds have faced a pandemic at a crucial time in their adolescence, plus rising costs of living and unprecedented political turmoil. It's no surprise that the findings in our study are largely centred around connection and community - music represents a crucial bond with other people, whether it be close-knit fan groups or thousands at a festival. This research lays out how, why and when Gen Z listeners seek connection, and how artists and their teams can be offering those real connections.
"Despite so many campaigns being aimed at 18-25 year olds, meaningful input from music fans that age is still sorely underutilised - the best way to understand them is to listen to them and involve them in the conversation. The core of lemontank's mission is to make sure that the opinions and creative ideas of young people are properly valued in the process of trying to reach them with marketing and content, so this project has been an amazing way to do that on a huge scale."

Leon Neville, Director of Insight & Innovation at BPI, said:
"We're excited to be launching one of the largest qualitative studies of its kind, which breaks new ground in its quality and depth of respondent engagement, together with our colleagues at Blackstar and Lemontank. Our approach to insight-gathering has unearthed some fascinating and unexpected viewpoints, also reinforcing and corroborating some already-established trends.
"At a time where British artists face an increasingly competitive global market, threats to music education and grassroots venues and other challenges, the report's findings make clear that young people's connections to music are as strong as ever."