Music Discoverers
Gen Z who actively discover new music and participate in music culture
Demographics
age range
16-25
gender skew
balanced
income band
middle
location bias
urban, suburban
Psychographics
Core Values
discoveryauthenticitycommunity
Motivations
finding new sounds, identity, connection
Media Habits
Primary Platforms
TikTokSpotifyInstagramYouTube
Brand Affinities
Loved Brands
- music platforms
- audio brands
- artists
Rejected Brands
- mainstream only
- exploitative
Marketing Implications
Do
- ✓Enable discovery
- ✓Support artists
- ✓Build communities
Don't
- ✗Limit discovery
- ✗Exploit artists
- ✗Ignore diversity
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