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Gen Z leads musical “nostalgia” with 578 billion minutes played

With the enormous popularity of series such as ‘Stranger Things’, ‘Sex Education’, ‘Dark’ and ‘Cobra Kai’, among others, it seems that pop culture is experiencing a renaissance of 80s culture, which has left as a result a nostalgia among the youngest, who have turned in recent weeks to listen to bands like Metallica or artists like Kate Bush.

For example, the last season of Netflix’s ‘Stranger Things’ came to an end with the emblematic song ‘Master of Puppets’ (1988) by Metallica, which captivated the audience and had a 215% increase in its reproductions in Colombia . Likewise, Kate Bush’s ‘Running Up That Hill (A Deal With God)’ ranked at number four on the Viral Colombia playlist and at number 51 on the Top 200 Colombia.

According to Víctor Carvalho, regional sales director for Spotify, generation Z has completely turned to the streaming music industry, leading a phenomenon that brings billions of hours of playback.

One of the most telling facts: 18-24 year olds streamed more than 578 billion minutes of music in 2021 through Spotify, more minutes than any other group and roughly 16 billion more minutes than Millennials, which was the generation that a few years ago was at the forefront of the digital issue.

Additionally, more than a third of Gen-Z (42%) feel they were born in the wrong decade and 59% believe life was better before social media, even though most never experienced a world without it.

“Gen Z is at the forefront of culture, often finding new ways to express themselves and build communities. Thanks to this, brands have the opportunity, not only to support their tours, but also to get to know their lives and how they see the world, especially through the variety of artists and musical genres”, explained Carvalho.

According to data from Spotify’s ‘Culture Next Trends’ report, for 18-24 year olds surveyed (gen-Z), audio even allows them to explore aspects of themselves they didn’t know they had or couldn’t access else.

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