New Kids on the Block

Kids are the influencers in UK households

The British Phonographic Industry and Entertainment Retailers Association have produced a study into the role music plays in the lives of young people.

New Kids On the Block, produced by Kids Insights and Music Ally, looks at the technology, platforms and usage habits of young people to help inform business models for the music industry in an ever-evolving world.

Although the report shows a continuing trend towards streaming platforms and interactive entertainment, there are encouraging signs for the future of music.

The report states that children are having an increasing say in the music played in the home, but that there is also a greater desire for parents and children to do things together.

Although music becomes more important as children become teenagers, younger children are more active in music clubs and parents see this as a key activity for child development. Young children who express an early love for music are more likely to base their future professions around music.

The report also highlights the role of new technologies and startups in music education. Latvian startup has developed software teaching children how to play music, using a catalogue of licensed songs. At the height of the Covid-19 pandemic, more than 2,000 schools a month were reported to be signing up. Other technology companies include established instrument-teaching apps like Yousician and JoyTunes and newer firms like Skoove, Big Ear Games, MusiClock and Musopia.

Key findings of the report show the influence of the months young people have been locked down and how their absorption of, and interaction with entertainment has adapted.

As the UK comes out of lockdown, there is a greater desire for mood-enhancing entertainment as the world attempts to get back to normal, especially in the short-term. Perhaps surprisingly, despite the inexorable rise in gaming and other on-line, interactive entertainment, the brands that succeed in the future will need to offer physical experiences as well as virtual ones.

View the report below or download here.

[pdf-embedder url=”” title=”New Kids on the Block – BPI ERA Report by Kids Insights and Music Ally”]

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