Spotify has uncovered interesting insights while taking a deeper look at what Gen Z music fans in South Africa are listening to and the artists they are discovering most. As of February 2019, Spotify now powers an average of 11 billion artist discoveries per month on the platform. This quite simply means that listeners are beyond curious and vastly open to expanding their taste in music. In fact, 18 to 24-year-old listeners are particularly limitless when it comes to era of the artists they decide to stream for the first time.
The unexpected trend we found was that artists who became popular amongst previous generations (Gen Xers) remain as influential and relevant as the artists of tomorrow for Gen Z. In other words, “oldies” are still goodies when it comes to music discovery on Spotify. Spotify looked at what these 18-24-year-olds streamed for the very first time over the past 60 days, and found they’re as drawn to the “latest and greatest” as they are to the established and timeless. They’re discovering the artists their parents listened to such as Luther Vandross as well as playing the hits of their own peers – like Normani and CHVRCHES.
Below is the list of most discovered artists by 18-24-year-olds in the past 60 days in South Africa.
5. Brent Fajyaz
7. Luther Vandross
8. Elevation Worship