The Influence of Community on The Pluralist Generation and Its Music Consumption

In 2012, we at Gracie Management created a model to predict high music consumption among Millennials and what drives music consumption, which led to great conversation. Since then, we have conducted new research and analysis, this time among the next generation – The Pluralist Generation (Plurals). The Plurals, as coined by Magid Generational Strategies, are those born beginning in 1997 and defined as least likely to believe in the American Dream, affected blended gender roles, last generation with a Caucasian majority, etc.

You can read the Gracie Management full report on the influence of music-based communities on Plurals’ music consumption habits – click here. For a quick take, here are the core findings and implications:

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What Actually Drives Music Consumption

I created the conceptual model to understand the independent variables that help predict music consumption, along with predicting how much change in those independent variables can impact one’s consumption of music in a way that leads to revenue for an artist, an artists’ label et al.

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