Ayana Gandotra
The western music industrial complex is accomplishing the exact opposite of what they intend to and its not very “radical”. The western music industry exactly knows its fragile throne of influence is on the precipice of irrelevancy. On a relatable context , music is something that we , the gen-z consume to feel things , to escape the ordinary , tune out the world and feel less overwhelmed about our ever changing emotions. The western music if we talk about rather than undermining an artist’s influence , they end up validating it. Its very righty said that its the audience that makes and breaks you. The icons today tend to make music , beats , write lyrics which they know exactly what will target the corrupted , in sync minds of the young people. They know exactly what nerve to hit which is commendable market strategy and a journey to make them “icons”. A radical new wave of artists are sweeping the previously elite world of classical music but the generation – z solves it all . Through social media , young classical artists have been making use of the digital realm’s democratic potential to lift the heavy velvet curtains on their art form , presenting classical music and its storied history in ways that are accessible , unintimidating and most importantly fun. For French violinist Esther Abrami – who has more than 250,000 followers on Instagram , more than 380,000 on tik tok , was the first classical musician to be nominated in the social media superstar category at the global awards – the journey to social media fame stemmed from a desire to share her passion more widely . With a young population in Africa {70% under 35} and expansion of wifi and technology . Music biz is exploding for sure with African influence on western music , it has had such a large influence on pop music all over the world think shape of you, rolling in the deep. African artists have been equally influenced by western music In the end its all a harmony of one big happy pot right?
I would really want to talk about one of my favourite, the gen-z legend “Olivia Rodrigo” who gained popularity among the young people overnight by just being “relatable”. Her life changed in just one week after she released her debut single , drivers license which went straight to the number one in UK and US charts. Her debut album sour enters on adolescence , failed romance and heartbreak . Its title referring to the “sour” emotions young people experience but are often criticised for such as anger , jealousy and unhappiness. I would like to conclude by quoting “GEN-Z is the changing social landscape Marketers better take note or they won’t keep up”.
