Gen Z

Characterized by resilience, hard work, talent, and strong will, Generation Z has emerged as an influential force across various industries, bringing a unique perspective and lifestyle to the forefront. If your birth year falls between 1997 and 2012, congratulations, you officially belong to Gen Z. If not, I welcome you with open arms to my side of the table.

In a world with over 7.8 billion people, Gen Z constitutes approximately a quarter of the global population. In Nigeria, a country with a population exceeding 200 million, around 50 million individuals belong to Gen Z, constituting 25% of our population and making their presence felt in the realms of work, technology, fashion, sports, arts, and music.

The Geng, a popular Gen Z collective in Nigeria includes culture influencers like Enioluwa Adeoluwa, Priscilla Ojo and Susan Pwajok.

In the music scene, they serve as the new tastemakers and trendsetters. I often say that when Gen Z asks me why they need to come to work on time, I explain why and define my actions. On the bright side, they hold me accountable—a shift I’ve had to learn and unlearn. Growing up, the leader asked the questions; nowadays, they ask me questions.

As someone regularly exposed to diverse music genres spanning different generations and regions, it’s impossible to ignore the profound impact Gen Z has had on the music industry. I’ve categorized the Gen Z impact into two main facets: the Gen Z Listener and the Gen Z Artist.

The GenZ Listener

With the widespread availability of diverse streaming platforms, Gen Z now has unprecedented access to a wide array of music. Platforms such as Spotify, Apple Music, and YouTube Music have become immensely popular, offering availability, accessibility, and affordability. Who wouldn’t want access to a vast music library, playlists, and more at an affordable price from anywhere in the world?

According to a GWI report, the average Gen Z individual streams music for at least 2 hours daily. Spotify’s data reveals that Nigerian Gen Z individuals aged 18-24 account for a significant portion of hip-hop listeners, making up 55% of total streams. Clearly, this generation has developed a substantial appetite for music streaming platforms.

Music streaming continues to grow.

The GenZ Artist

The future of Nigerian and African music looks promising with the rise of young artists such as Young Jonn, Blaqbonez, Candy Bleakz, Ayra Starr, Rema, CKay, Bnxn, and others. These artists are achieving milestones in a year that might have taken a decade in the past.

The flourishing of Nigerian Gen Z musicians can be attributed to a combination of cultural richness, talent, traditional rhythms, and contemporary global sounds. Many have mastered the art of social media, embracing exposure, online branding, and visibility to reach new heights in their careers.

In conclusion, Generation Z’s impact on the music industry is undeniably transformative. As avid listeners, they have embraced diverse streaming platforms, shaping trends and preferences with their insatiable appetite for music. Simultaneously, young Gen Z musicians in Nigeria are propelling the industry forward. With their resilient spirit and innovative approach, Generation Z is not merely influencing the current musical landscape but actively shaping the industry’s future, setting a pace that resonates with the fast-evolving dynamics of the digital age.