Some thoughts after looking through Spotify's Culture Next, Gen Z Trends report.

Music has always been a powerful tool for connection, but for Gen Z, it’s become a central way to build community, express identity, and foster relationships. This generation doesn’t just listen—they turn music into shared experiences, reshaping how we connect through sound and culture.

The Playlist Generation: Music as Social Currency

Imagine a teenager creating a playlist for their friend group. Each song isn’t just a track—it’s a memory, an emotion, a shared moment. For Gen Z, this is the norm. According to Spotify’s 𝘊𝘶𝘭𝘵𝘶𝘳𝘦 𝘕𝘦𝘹𝘵 report, 60% of Blend playlists and 52% of collaborative playlists on Spotify are created by Gen Z. These aren’t just digital mixtapes; they’re tools for connection, collaboration, and storytelling.

Even more revealing is the 328% increase in album pre-release sharing. For Gen Z, sharing music isn’t about bragging rights—it’s about strengthening relationships and being part of something bigger than themselves.

From the Stage to the Living Room: Craving Authentic Connections

Gen Z’s connection to music goes beyond the digital world. This is the generation packing concert venues and throwing intimate listening parties. 74% attended a concert last year, and nearly half joined an in-person listening party, valuing smaller, meaningful gatherings over grand spectacles.

Their demand for authenticity extends to video content, with video podcasts seeing a 58% increase in minutes watched. They want immersive experiences that feel personal and engaging—whether it’s a backstage vlog or a deep dive into an artist’s creative process.

For artists, this means rethinking the fan experience. Instead of massive, impersonal releases, consider hosting small-scale events or interactive live streams that let fans feel like they’re part of the journey.

Curation and Personalization: Making Music Personal

Gen Z is the most playlist-oriented generation yet. Over 300 million playlists were created on Spotify last year by this demographic, with 53% curating for specific moods or moments. These playlists aren’t just for personal use—they’re a way to connect with others, reflect their identity, and navigate life’s ups and downs.

Yet, Gen Z is hungry for even more personalization. 70% believe streaming services should better understand their tastes, showing the opportunity for artists and brands to embrace AI-driven recommendations and tools that anticipate their preferences.

What Brands and Artists Can Learn

For brands and artists, this isn’t just a shift in how music is consumed—it’s a blueprint for how to engage with the most connected generation. To resonate with Gen Z, you must move beyond simply delivering content. Instead, focus on creating moments that feel collaborative, personal, and authentic.

 •  For Artists: Host fan-made playlist contests, involve your audience in the creative process, and embrace live streams or listening parties that feel intimate and interactive. Gen Z doesn’t just want to hear your music—they want to feel part of it.

 •  For Brands:  Highlight user-generated content, invest in tools that offer hyper-personalized recommendations, and create campaigns that tap into Gen Z’s love for shared experiences. Think campaigns that encourage collaboration or exclusive releases that feel tailor-made.

A Call to Action

Gen Z is shaping the future of music, but they aren’t doing it alone. They’re inviting us—artists, brands, and industry professionals—to join them in redefining how music connects us. Whether it’s through shared playlists, intimate live shows, or personalized streaming experiences, the opportunity to build meaningful connections has never been greater.

If you’re ready to resonate with the most connected generation, start thinking like them: collaborate, co-create, and make music that fosters community. The future of music isn’t just about the songs we play—it’s about the connections we create along the way.

Join the Movement

The time to adapt is now. Offer the tools, the space, and the experiences that let Gen Z lead the way. Because in their world, music isn’t just something you listen to—it’s something you live.