Tuning into Gen-Z’s tunes!

By Abe Thomas

Born and raised in a digital era, the lives of Gen Z have been dominated by an inundated exposure towards social media, streaming services and now AI. But, if there’s one medium that they love and cannot do without – it’s audio! Be it songs, news, podcasts or books – audio has become an inherent and indispensable part of their everyday lives, enabling them to express themselves whilst also influencing their personalities. In this milieu, one may wonder where radio stands given their fascination for audio. Radio takes the spotlight, providing music, stories, and news that deeply resonates with their values.

As a generation, Gen Z is constantly in search of genuine connections and meaningful experiences. As per an EY report, 92% of Gen Zs value authenticity more than any other virtue. Radio’s magic lies in its ability to offer something which no other medium can boast of – the element of surprise and the sheer happiness that follows. Always regarded as a hum-along medium, radio’s dynamism takes one on a nostalgic trip, enabling listeners to discover new and old music. According to Edison Research’s Share of Ear data, AM/FM radio boasts a significant reach among Gen Z, with 55% engagement. Radio’s ability to adapt and innovate, plays a crucial role in connecting them to the traditional media, particularly music. Audio commands their attention and radio owing to its high credibility, becomes a preferred companion.

Today, the world remains divided on its views on remixes, however, I strongly believe it’s a simple and effective way of introducing songs, albeit rejigged, to an entire generation that otherwise would have been forgotten. Radio becomes a perfect partner for this iGeneration in keeping the timelessness of the music alive. With over 400 million Indians on social media and the average youngster consuming 360-450 reels daily, Instagram has become a medium for them to discover music (new and classics), many times making it go viral!

One cannot brush aside the fact that Gen Z is the ﬁrst generation that has nearly lived their entire lives in an online world, which makes them easily enticed by content that goes beyond mere surface-level entertainment. Radio serves as a catalyst for community and camaraderie among Gen Z listeners. With curated playlists, engaging stories and instant relatability with the RJs, the medium offers comfort and solace, factors that are embraced by listeners. Its unparalleled ability to create a theatre-of-mind experience owing to its incredible storytelling formats, and the fun trivia behind some of the most iconic celluloid and musical moments helps provide an immersive experience forging a deeper connection. According to Nielsen’s report, those aged 18-34 cite radio as the most trustworthy platform. Considering the data, the radio industry has emerged as a significant force in shaping the audio landscape for this generation.

As we traverse the digital and smartphone revolution, brands must be present on platforms and converse in a language preferred by the post-millennials. As they gear up to call the shots, marketers across the globe are striving to formulate audio strategies that add the most value to their interactions. While music remains universally appealing across all age groups, it’s not the only factor keeping Gen Z interested in radio. They crave a sense of belonging and seek to be heard, not just viewed. Enter radio, where newer technologies like Gamification and AI are making waves. Gamification introduces interactive elements like quizzes and contests, fostering excitement and encouraging active engagement with content. Meanwhile, AI technology enhances the radio experience by providing personalised recommendations and insights based on Gen Z’s preferences and behaviours. These advancements ensure a tailored and engaging radio experience.