More than just a surprise, a welcome surprise: between 2022 and 2024, MPB consumption on Spotify increased by 47%. Even more impressive is that 64% of this growth was driven by young people aged 18-24. And now? How do we explain this? Has MPB improved or have other types gotten worse? Or does Generation Z have better taste? Or is it more nationalistic? It’s not all country, temple, and funk. Exclusive article for subscribers. To get full access, access the article link and register.
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