Music is not a privilege for millennials, however millennials affect the music industry these days. What is the relationship between millennials and music ?
First thing first let’s break down what millennials supposed to mean. Some articles say millennials born between 1980 and 1994, another articles say millennials born between 1980 and 2000. Let’s not debate about that here, okay ? There are several stereotypes characteristics of millennials which tend to the negative sides, such as :
- Millennials prefer having small-paid job which comply their passion rather than having a high-paid job which doesn’t meet their requirements even though they have the qualifications for the job;
- Millennials are consider lazy because they see themselves as the more hard-working and responsible rather than the generation before them;
- Millennials work to live rather than live to work;
- Millennials are compulsive job-hoppers, they will go to one job to another jobs to meet their satisfaction;
- Millennials have little time for experienced colleagues.
Do you think those stereotypes are absolutely true ? Or do you have another idea about the millennials’ characteristics ? Either those are applied to every individual or only stereotypes because of certain people, I believe there’s the reasons behind it.
The relationship between millennials and music. The data given by ERA and BPI that millennials listen to music 75% more than baby boomers (people who were born between 1946 and 1964). Based on Billboard survey about millennials artist on music industry on 2016, ‘Where Are U Now’ by Skrillex & Diplo feat. Justin Bieber and ‘Royal’ by Lorde is the best songs which represent millennials best. While Kehlani is one of the most innovative millennials singer. Those data from the survey took place in USA and Britain, but it can represents a little bit about music industry in Indonesia.
Let’s break down some well-known Indonesian millennial artists in music industry.
- Raisa and Isyana Sarasvati, as their newest collaboration single ‘Anganku Anganmu‘ music video watched by more than 10 million viewers on YouTube, which just released on March 2017. That is such a huge hits ! The worth mentioning thing is both of them were born on early 90’s.
- Tulus, as his latest album ‘Monokrom’ with some best hits such as ‘Monokrom‘ and ‘Pamit‘, chosen as Album of The Year Indonesian Choice Awards 2017. Tulus, himself, also chosen as Male Singer of The Year in the same award;
- Rizky Febian, born on late 90’s, well-known for his songs ‘Kesempurnaan Cinta‘ and ‘Penantian Berharga‘ which both the music videos watched by more than 30 million viewers.
- Jaz, a 23-year-old male singer, with his most best song ‘Dari Mata‘ which released on May 2016 as the music video watched by more than 30 million viewer on YouTube. Like almost everywhere I go, mall or cafe, the song is being played. He is nominated as the Favorite Male Singer on Cornetto Pop Awards this July;
- Yura Yunita, from her album ‘Yura’ there are hits songs such as ‘Cinta dan Rahasia‘ and ‘Berawal dari Tatap‘. She has been nominated several awards such as Indonesian Choice Awards and Anugerah Musik Indonesia (AMI) Award. Yura was chosen as the Most Friendly Musician in OZ Radio Bandung FM Awards 2017;
- Dipha Barus, the only DJ mentioned in this list, he collaborated with some singers such as Rinni Wulandari & Teza Sumendra with their song ‘Lemme Get That‘, Kallula with their song ‘No One Can Stop Us‘ and Nadin ‘All Good‘. He was chosen as the Best Dance/ Electronic Production Work at AMI Award 2016.
I can say that their music represents the millennial music listeners in Indonesia. I can get several similarities from them :
- The genre mostly are pop, jazz, and the collaboration between those two; including Dipha Barus even though his music has EDM aspect in it. Millennials listening more soft music these days to balance their ‘rough’ days;
- The songs mostly talk about romantic relationship and love, which probably millennials concern about it more and represent their life;
- The music video style is like a short movie, which millennials enjoying audio visual platform;
- The singers’ voice is clear and they have easy-listening songs, which millennials prefer a relaxing music to refresh their mind from their dense daily routine;
- They mostly released their single(s) or album on digital platform such as Spotify and YouTube, where most millennials prefer those platform rather than the physical form like CD/ DVD.
From the conclusion above, we can say that music these days represents the life of millennials. And the music industries might be adjust themselves to the millennials ‘requirements’ toward music as for 2020 they will be the most productive generation.