THE UMGB POV
A series of culture snapshots observing and investigating topics that have an impact on music.
PIONEERING EXPLORATION WITH
The immersive content era is here, but has yet to reach its full potential in music. While there are challenges across the category, there still lies an unexplored opportunity to enhance the way fans interact with the music they love. In this UMGB POV, we examined the immersive content market to understand how it impacts music, how fans are responding to it, and how to leverage it for growth.
THE UMGB GENERATIONAL STUDY: MILLENNIALS & GEN Z
What's the key to reaching young people?
Tap into their passions and create relevant experiences around them.
Music is their #1 passion point and artists command the greatest influence among both generations. But, the impact of music goes beyond entertainment value, stretching across all aspects of their lifestyle.
The UMGB generational study delves into the areas of content, influence, and experience to illustrate portraits of each generations’ unique lifestyle, along with actionable insights and takeaways on how best to engage them.