A recent study into the importance of music in youth culture has revealed that an overwhelming majority of the younger generation regard music to be an essential part of life.
Carried out by Amplify, a brand experience agency based in London, the Young Blood 2 study interviewed over 2,000 different 18 to 30-year-olds across the UK from varied socioeconomic groups and regions.
Interviews revealed that 81 percent of young people surveyed held the belief that life without music is uninteresting and overall, half said that music is their main passion.
Only 15 percent of people interviewed said that music wasn’t important to them.
Males, according to the results of the survey, are more likely to discuss music with their friends, with 45 percent saying it was their main topic of conversation.
The survey found that six out of 10 young people in London felt more passionately about music than anything else in their lives, higher than the average elsewhere in the UK.
The capital leads the way in the variety of genres and styles those surveyed were exposed to and provided better access to a wider range of live music events.
One 24-year-old respondent said that access to digital ticketing apps and websites had made attending gigs easier and encouraged regular attendance.
‘There’s stuff going on all the time,’ she said. ‘Especially with apps like Dice, where you don’t have to pay a booking fee – I’ll go to a gig every week.’
Although interviewees have grown up during a time in which illegal downloads and music piracy became the zeitgeist, 71 percent said they believed artists should be compensated fairly for their work.
The study shows a clear link between the shift in attitude towards fairness and the rise of streaming subscriptions with ad-funded models becoming the choice for 34 percent of people who think that all music should be free to access.
A recent study claims to have revealed that music piracy is declining, but a similar study carried about by MUSO found that visits to illegal download sites were increasing, contrary to these findings.
Photo: Mohammad Metri