As our Hot List continues, we explore which artists and songs will set the soundtrack to the summer for Insta-Gens (ages 13-19) and Young Millennials (ages 20-26).

We used E-Score Music to see which artists these groups cannot wait to buy music from, and which artists they want to see extend beyond music into fashion. Since we are looking at the soundtrack to the summer, we also looked at why a few of the year’s hottest music collaborations have been successful.

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Hot Summer Music Buys

For artists and labels, understanding the public’s desire for new music is critical to the success of a project. Using E-Score Music we found the artists Insta-Gens and Young Millennials most want to buy new music from.

• While the top twenty musicians among Insta-Gens skew mostly male, the Young Millennial list is more even between male and female musicians. The two groups also have six musicians in common: Adele, Beyoncé, Daft Punk, Ed Sheeran, John Legend, and Rihanna.
• Of the artists in common between both lists, Beyoncé has the largest disparity as her Future Purchase score is fourteen points higher for Insta-Gens than Young Millennials. Although Young Millennials grew up with Beyoncé, they find her more than twice as Over Exposed as Insta-Gens.
• Insta-Gens want to buy new music from hip-hop artists more than any other music genre, with eight of the top twenty artists coming from that genre, led by the group Migos. The Young Millennials list only features one hip-hop artist, Fetty Wap, and is pop heavy by contrast.

Extending Musicians

Musician/ designer collaborations have been around for decades, but have intensified over the last few years as more artists are looking to diversify their income with their own fashion lines, and designers continue to look to artists to push their clothes. We looked at which artists consumers most want to see extend into clothing.

• Insta-Gens and Young Millennials share five artists in common for extending into clothing and accessories: Beyoncé, Chance the Rapper, Nicki Minaj, Rihanna, and The Weeknd. Each of these artists either has a collaboration with a major designer, or is involved in their own line, including Chance the Rapper’s recent line celebrating a certain past president.
• Insta-Gens are most interested in clothing and accessories from rap group Migos, which the trio is happy to oblige with their Yung Rich Nation brand and their recent collaboration with Under Armour.
• Young Millennials are interested in a clothing line from rapper Childish Gambino, also known as the actor/ comedian Donald Glover. Glover’s quirky style has him turning heads in unconventional ways.

Hot Collabs

A good music collaboration plays on the strengths of the collaborators. We used E-Score Music to evaluate what makes a couple of recent music collaborations work so well among Young Millennials and Insta-Gens.

• Two of the biggest recent collaborations, “Starboy” and “I Feel It Coming”, are from The Weeknd featuring Daft Punk. For Young Millennials, these collabs work because of synergy. They score similarly on many attributes including Would Recommend to Friends and Family and Would Listen to Artist’s New Music.
• Maroon 5 has a couple of collaborations that will increase their exposure to Insta-Gens. They released their video for “Don’t Wanna Know” last year, which features rapper Kendrick Lamar. Kendrick has 90% Appeal, and 75% of Insta-Gens say they Would Listen to the Artist’s New Music, compared to 53% for Maroon 5. The band has also collaborated on the song “Cold” featuring rapper Future who is nearly four times more Influential to Insta-Gens.

Resources

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