Indie Fans Are the Most Open-Minded Listeners? This Study Says Yes.
Researchers at the Digital Music Lab analyzed over a billion song downloads and ranked different music listeners by how open-minded they are—meaning, how likely they are to listen outside of their core genre.
"Indie music fans are the most open-minded listeners out there."
—McMaster University Digital Music Lab
They Say Gen Z &Young Millennials Don’t Care About the Arts & Live Music. We Know Better.
Our challenge? Marketing has invaded our personal spaces through our phones, and it’s overwhelming. Unfortunately, that’s where so many traditional arts organizations are misdiagnosing us as apathetic. The issue isn’t that young people don’t care—it’s that we want more than a date, time, a ticket link, and a bunch of, well, softee adjectives that feel like (*sigh*) marketing.