Young people are actively seeking out music from regions marked by conflict, change, oppression, and adversity—drawn to raw, authentic narratives of social mobility and lived experience. It’s not just about their own realities but about finding connection through shared struggles across borders.
With platforms like Spotify, YouTube, and TikTok, music has never been more accessible. In fact, 67% of Gen Z listen to music for most of their day, with the artists they follow deeply shaping their worldview.
As digital spaces continue to evolve, music remains a powerful tool for cultural connection—a platform where new narratives emerge, communities form, and perspectives shift. Brands that immerse themselves in this cultural current will be the ones to forge genuine connections with youth culture.
