Does The Pluralist Generation Love Music Like Previous Generations?

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Gracie Management Study Finds 51% of the Pluralist Generation have high music consumption, lower than previous generations due to decreasing communities formed around musical artists and bands. First-of-its-kind research study among the Pluralist Generation helps to understand difference in music consumption and music community among the USA’s next generation.

Gracie Management’s new research study found that the Plurals are less likely to have high music consumption than Millennials (who are estimated to have less than Gen X), which should be of concern to artists and labels, but there is good news: The main driver of this is a lack in importance of communities formed around artists/genres, which can be influenced by better planning by artists and labels.

The #1 driver of having high music consumption was found to be the forming of the above-mentioned communities around artists/genres, and while only 25% of Plurals rated being part of a music community as very important, for those who found it either “very important” or “important”, 66% can be classified as having high music consumption - a group of people whom all artists and labels should want to engage.

“These are important findings. While people worry about being able to sustain careers in the music industry, there is a light at the end of the tunnel. If the marketing focus turns towards building fan communities, rather than being so centered on the artist and pumping out one way messages about the artist, you will see an increase in high music consumption” says Chasson Gracie, Founder and CEO of Gracie Management.

Other interesting findings included the majority of Plurals who have high music consumption to be females (56%), though a flip happens around 18 years-old, after which males are more likely to have high music consumption. The age at which there is the highest music consumption observed is at 15 years-old among Plurals. Also, Plurals living in the South (55%) and Midwest (53%) are more likely to have high music consumption than those in the Northeast (45%) and West (45%)

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Survey Methods
The Gracie Management research was conducted online among 862 people between April 3rd, 2013 and April 12th, 2013. 425 interviewees were among the Pluralist Generation and 437 among Millennials living in the United States and part of either an opt-in panel or a river sample. Results are based on the total sample of US online adults between 13-34. Demographic weighting was applied to race/ethnicity; gender and Census region to ensure results are representative. In addition to sampling error, question wording and practical difficulties in conducting surveys can introduce error or bias into the findings of all survey research.

About Gracie Management
Gracie Management, led by Chasson Gracie, a ten-time marketing award winner who is also Head of Strategic Planning for the New York office of Dieste, combines strategic planning with statistical modeling for musicians, record labels and artist managers to leverage data for smarter campaigns, promotions and platforms; identify their audience, learn how they consume music, and grow their influence. The unique method brings a science to a field that has long survived on gut decisions, which in many cases has damaged careers. Gracie Management has worked with musicians on an international level, lending its methodology and expertise to labels and independent artists.

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