Posts tagged with "gen z"

Profile Photo via Adrian Nieto for Fader for use by 360 Magazine

Clairo – Blouse

Clairo revealed her new single, “Blouse,” as well as the news of her forthcoming sophomore studio album, Sling, will see its global release on July 16th via FADER Label/Republic Records.

Written and recorded in up-state New York at Allaire Studios, Sling was co-produced by Clairo and Golden Globe/GRAMMY® Award-winning producer Jack Antonoff and was announced last night following Clairo’s live performance of “Blouse” on NBC’s The Tonight Show Starring Jimmy Fallon. The American singer-songwriter also shared the album artwork along with the announcement that in addition to FADER Label, she has since signed a worldwide deal with esteemed label giants Republic Records.

Praised for her diary-worthy stories earmarked by her devilishly sharp commentary and angelically intimate vocals. The singer, songwriter, multi-instrumentalist, and producer has quietly threaded these stories into the fabric of popular culture since she first surfaced as a phenomenon out of her dorm bedroom. Following the success of her 2018 debut, Diary 001 EP, Clairo unveiled her 2019 full-length debut album, Immunity. The now 22-year-old received critical acclaim from the likes of Billboard, The New York Times, Los Angeles Times, NME, NPR, Pitchfork, Rolling Stone, and more. 

Beyond performing on TV shows like Jimmy Kimmel LIVE!, and most recently The Tonight Show Starring Jimmy Fallon, she has notably sold out headline tours as well as joined the bills of Coachella and Lollapalooza. Clairo’s growing catalog includes the platinum-certified “Pretty Girl” and gold-certified “4Ever” and “Flaming Hot Cheetos,” in addition to “Are You Bored Yet?”—her platinum collaboration with Wallows. To date, she has amassed over 3 billion streams and counting. In 2021, she turns the page on the next chapter with her highly anticipated sophomore album, Sling—out worldwide on July 16th.

Grace Aimi via Arisak for Capitol Records for use by 360 Magazine

Grace Aimi – Rainbow

Japan-born songstress Grace Aimi (eye-me) released her new video for “Rainbow” off her debut EP PICNIC. Watch HERE. “Rainbow” is a haunting and hypnotic love song. The video is directed by Takuto Shimpo is eerie and spellbinding as Grace’s vocals charm a hotel’s naive bellhop. The song is complemented by trap-pop beats. “Rainbow” is a darker take on PICNIC which showcases Grace’s knack for creating airy pop-fused R&B music. The song is at the same time catchy and beautifully strange.

Merging the intimacy and imagination of bedroom-pop with the lush and languid grooves of R&B, PICNIC includes previously released singles like “True Feelings” (a sweetly melancholy piece laced with bluesy acoustic guitar work), and “My Eyes” (a piano-driven song that landed on Apple Music’s New in Pop playlist). In addition, PICNIC opens with Grace‘s debut single “Eternal Sunshine,” a gorgeously quirky meditation on the meaning of happiness. All throughout the EP, Grace shows her gift for crafting unforgettable melodies, as well as her soft and subtle but endlessly commanding vocal presence.

About Grace Aimi:

Twenty-year-old biracial songstress Grace Aimi began her career with her brother posting covers in both Japanese and English on their YouTube channel, “Gracie and Gabe.” Grace’s radiant but raspy voice complemented her brother playing his ukulele as they performed covers of artists like Ed Sheeran, Anne-Marie, and Post Malone, among others. Their videos quickly garnered buzz, earning over 10M views in total before Grace made her debut as a solo artist. In August 2020, Grace released her summer-y debut single, “Eternal Sunshine” (a track produced by Chaki Zulu, who’s known for his work with Japan’s hottest hip-hop artists). With her debut EP due out soon, Grace’s global upbringing and angelic yet husky vocals make her a force to be reckoned with.

Friends Door Frame illustration by Heather Skovlund for 360 Magazine

Friends: The Reunion

The One Where They Blew Up Social Media

 Friends Reunion Generates 7.4 Billion Engagements, Talkwalker Says

The Friends Reunion show, slated to start streaming on HBO Max, has generated 2.8 billion mentions and 7.4 billion engagements in the last week alone, according to international enterprise listening company Talkwalker.

Ranking by mentions of Friends cast alongside the reunion

           •   Lisa Kudrow 15K

           •   Jennifer Aniston 12.3K

           •   Courteney Cox 10K

           •   Matthew Perry 9K

           •   David Schwimmer 7.5K

           •   Matt LeBlanc 7.4K

The most mentioned celebrity appearances in the forthcoming reunion show include BTS, Justin Bieber and Lady Gaga.

Demographically it’s almost an even split of who’s talking about the show with 50.3 percent female and 49.7 percent male, Talkwalker reported.

Interestingly, self-described artists are making up 12 percent of the conversation, with

18-24s the largest cohort discussing the reunion online at 48.4 percent of the total, followed by 25-34s at 41.9 percent. So Gen-Z is talking about this more than Millennials, who grew up with the show.

The most excited fanbase for the reunion, as for many things, is Korean super-group BTS. Their posts about their appearance on the show are generating the most engagement.

As a fun aside, the phrase “the one where they” has seen 15K mentions, a huge uptick, over the last month, and in the last week especially, as fans prepare for the show. 

One of 2020’s key social media trends was nostalgia, which continues to be apparent in 2021 as evidenced by reunions and spin-offs like this Friends reunion.  Talkwalker’s Media & Entertainment Report give more details about Friends, along with Fuller House, Sex & the City and Seinfeld/Curb Your Enthusiasm.

About Talkwalker

Talkwalker is an enterprise listening company helping the world’s largest brands to drive revenue by activating the voice of their customers. Through our AI-powered platform, we gather data from the conversations that happen around your brand – online, in the media, and within your company – to uncover, understand, and action consumer insights.

Over 2,000 companies worldwide already use this conversational intelligence to protect their brands, measure their campaign impact, and identify what drives purchase decisions. Building consumer connections and helping to make them globally loved brands.

Talkwalker has offices in Luxembourg, New York, San Francisco, Frankfurt, Singapore, Paris, Tokyo, London & Milan, with 400+ employees across the globe. It is also the home of Talkwalker Alerts, a free alerting service used by over 500,000 communications and marketing professionals worldwide.

CMTEN - MUSIC BOX EP via Warner Records for use by 360 Magazine

CMTEN – MUSIC BOX

Bubbling up with a distinct and diverse sense of sonic alchemy, 19-year-old CMTEN unveils his anxiously awaited debut EP, MUSIC BOX, available today on Masked Records/Warner Records and features the track “angel (so bad),” which premiered earlier this week on Apple Music. Click HERE to stream MUSIC BOX EP.

This nine-song project ebbs and flows between manic electronic transmissions, warm piano, and simultaneously shuddering and soothing vocalizations moving in sync at full throttle towards 21st century pop oblivion. There are wide variations with each song in terms of content, style, and even genre. You get Nintendo-inspired songs and you also get punk. “angel (so bad)” pairs heavenly keys and warbling vocal delivery as he details romantic follies. Then, there’s “sorry I don’t get what you’re saying” where gorgeous piano underscores ponderous lyrics. Everything culminates on “walking to a place I’ve never been.” Acoustic guitar wraps around thumping bass as he cleverly decries, “Open up the spreadsheet, tally all my mistakes,” before one last hypnotic hook.

CMTEN explains: “Although MUSIC BOX is technically an EP, I see it more as a random collection of cool-ass music. The project consists of several songs that vary drastically in style, coming together to showcase every little thing that makes the creation of music so fulfilling to me. Whether a track is something emotional, experimental, or just straight-up fun, each has a special place in my heart. I’m constantly experimenting with different sounds, styles, and influences, so it only makes sense that my debut body of work reflects that. So, when it comes down to it, MUSIC BOX is all about the magic of making music just for the hell of it. I love these songs, and I hope you will, too.”

After racking up nearly 60 million total streams thus far and averaging 1 million monthly listeners on Spotify, CMTEN set the stage for the EP with a series of fan favorites, including the title track “MUSIC BOX,” “BORED” and “ALONE” feat. RILEY THE MUSICIAN. Of the latter, Lyrical Lemonade raved, “These two use all the passionate and learned energy in their bodies to craft together a brief, yet impactful experience that not only proves these previously-mentioned ideas, but at the same time, an experience that stands out as a simply blissful pop offering by itself.” He also caps off the EP with his 2020 breakthrough single  “Never Met!” feat. Glitch Gum.

In the seventies, eighties, or nineties, this story might’ve started in a garage with a guitar…However, the genre-smashing artist, songwriter, producer/mixer, vocalist, and San Francisco Bay area native unassumingly turned his University of Utah dorm room into ground zero for Glitchcore in early 2020. Translating a passion for old school pop punk and the likes of 100 gecs, Porter Robinson and Soundcloud Rap into a sound of his own, he uploaded “NEVER MET!” and organically attracted a groundswell of support to the tune of 30 million total streams, 1 million-plus TikTok videos, and more.

Frankenstein Artwork via Republic Records for use by 360 Magazine

Claire Rosenkranz – Frankenstein

After generating over half-a-billion streams and topping off multiple year-end lists in 2020, singer-songwriter Claire Rosinkranz is back with a brand-new single entitled “Frankenstein” today via slowplay/Republic Records. Listen to “Frankenstein”—HERE

Another catchy bop, “Frankenstein” uses cowbell to hold down the guitar-laden beat as Claire adds her own 21st century spin to the song inspired by The Cardigans’ classic 90’s hit “Lovefool.” It’s a fun, lighthearted track that’s perfect for summer listening.  

About the track, she shared, “I imagine somebody who’s been in a bunch of past relationships, and they haven’t worked out for whatever reason. The guy is just too egotistical. So, you’re fed up and actually try to Frankenstein your perfect boy together. It’s honestly innocent, carefree, and cute.”

The song heralds her forthcoming sophomore EP—due out this summer.  

About Claire Rosinkranz 

Southern California singer, songwriter, ballerina, and multi-instrumentalist Claire Rosinkranz grafts the coming-of-age experience onto D.I.Y. soundscapes often cooked up by her dad in the garage. Within a year, the 17-year-old has eclipsed over half-a-billion total streams and received widespread acclaim courtesy of Rolling Stone, Variety, Coup de Main, Buzzfeed, Genius, and more. OnesToWatch championed her as one of its Top Artists To Watch in 2021,” while New York Times and Billboard named her breakout anthem “Backyard Boy” among “The Best Songs of 2020.” Along the way, Claire collaborated with the likes of Jeremy Zucker, Role Model, and Clinton Kane and earned the support of Olivia Rodrigo, Tai Verdes, Lexi Jayde, and 347aidan.

Claire Rosinkranz via Phoebe Neily for Republic Records for use by 360 Magazine

As A Child cover art of Madeline The Person by Warner Records for use by 360 Magazine

Madeline The Person – As A Child

INTRODUCING BRAND NEW ARTIST MADELINE THE PERSON

PEEK INTO HER WORLD WITH WARNER RECORDS DEBUT

“AS A CHILD”  – WATCH THE VIDEO HERE

FIRST CHAPTER IN COLLECTION OF PERSONAL STORIES TO BE RELEASED ON DEBUT EP NEXT MONTH

Alt Pop wunderkind Madeline the Person invites you to Personville, her rainbow-colored art emporium where all humans & all feelings are welcome to express themselves. The Houston, Texas native, who has spent the last year building a significant following on TikTok through her soulful covers of everyone from Frank Ocean, Phoebe Bridgers, Harry Styles and Lizzo to Joni Mitchell, Brandi Carlile and Queen, has emerged as a powerful antidote to conformity with her deeply personal debut single As a Child,” out today on Warner Records.  Listen to As A Child” HERE and watch the video HERE.

The 19-year-old, who inked a deal with Warner Records over a monochromatic Zoom meeting, lives her life boldly and loudly, confecting a universe where creativity reigns. From making her own clothes and jewelry and dying her hair a spectrum of colors to directing short films and painting, Madeline the Person has found a litany of ways to show that there are no limits to expressing yourself. With the release of “As a Child,” she does just that, countering her optimistic exterior with a tender ballad that grapples with the crippling emotional weight of losing a parent at a young age. 

She explains: “The difference in the way that I express my personality versus my music, I think that has to do with my belief in the fact that all emotions are equally important. With my music, I’m trying to normalize the sad and hard and really gross stuff and make it more acceptable and less scary, because to me, as a person, I am all of those things combined. I’m super sad and also really happy and joyful and grateful. I have a lot of emotions and I don’t like to boil it down to just a few. I like to show lots of facets at a time and sometimes, that creates a juxtaposition that I think makes it kind of cool.”

Madeline the Person already struck a chord on social media by being true to herself, showcasing her incredible talent across platforms and accruing a robust legion of devotees. Since launching her TikTok account in early 2020, she’s amassed nearly 300,000 followers and 5 million likes on the platform.   She first shared “As a Child” with fans on TikTok last year – the clip has over 1.1M views, 300K likes and more than 13K shares.  It also landed her in the DMs with some of pop’s new elite.

While music was at the forefront of Madeline’s upbringing, learning piano at the tender age of four & guitar shortly after, it was the loss of her father a few years ago that pushed her to write without holding back, to feel every feeling. In her journey through unimaginable grief, Madeline continued to flourish as a songwriter, unafraid to share every part of herself in her music, be it splashy and exuberant or contemplative and sad. 

Following her debut with “As a Child,” Madeline the Person will guide us through her human experience in a series of musical chapters disguised as EPs set to release through 2021, the first of which will arrive next month.  It’s page one in the story of Madeline the Person, who already shines as bright as the future that lies ahead.

Pandemic Real Estate Trends

5 Massive Real Estate Trends Created by the Pandemic

By: Polina Ryshakov, Director of Valuation at Sundae

Coronavirus has had a huge impact on a number of demographic and home buying and selling trends. Here are 5 of the most noteworthy shifts. The coronavirus pandemic upended daily American life in countless unpredictable ways. Real estate was no exception. Some of the ways in which the pandemic affected housing reshape how we think about homeownership and hint at larger economic shifts down the line.

First-time buyer demographics prior to 2020

The median age of first-time homebuyers was around 33 before the pandemic started. This is the oldest age recorded since 1981 when the median age of first-time homebuyers was 29.  As homeownership is commonly considered a gateway to wealth creation and a key piece of the American dream, an older average first-time buyer age could reflect a lack of economic opportunity for young people. Over the past few decades, there were several factors behind the extra four years it takes on average to buy a first home.

Contributing factors include:

  • A skyrocketing increase in college tuition
  • Delay in household formations (i.e., having children later)
  • Rapid home appreciation causing a lack of affordability
  • Other key demographic trends predating the pandemic

The median age of repeat buyers increased even more rapidly between 1981 and 2020, going from 36 to 55. As with first-time home buyers, multiple interesting factors drove this trend. For example, some studies claim that baby boomers prefer to age in place, identifying 3.6 million unoccupied rooms owned by baby boomers, thus contributing to the housing shortage.

But it’s not that simple.

Since 1980, wage growth hasn’t kept up with inflation for over 50% of American workers. Meanwhile, the dot.com bust and the Great Recession dropped S&P levels 43% and 48%, respectively, which also reduced home equity at a similar level. These essentially trapped boomers because they owed more on their homes than they could get for them, while at the same time suffering hits to their overall wealth. The Great Recession also created an opportunity for older Gen Xers and boomers with cash to purchase investment properties. As home prices dipped following the bubble bust, Americans seized their chance to buy properties for passive income, and with more distressed properties for fix and flip opportunities, real estate became a more popular way for people above-median home-buying age to create wealth, thus contributing to the increased repeat buyer age. The biggest jolt in demand is yet to come

The largest age bracket among millennials, which adds up to nearly 10 million people, has been turning 30 over the last two years. This is the milestone age of starting a family and buying a home; their home-buying appetites are already starting to show. According to the NAHB Trends Report, between the fourth quarter of 2019 and that of 2020, the number of millennials and Gen Xers actively searching for a home increased dramatically, from 46% to 65% and 43% to 57%, respectively.  The relative numbers of Gen Zers and boomers remained essentially flat, with 42% and 32% looking for a home, respectively. With this demographic backdrop, and the continuing economic and social fallout from the coronavirus, what are we likely to see over the remainder of 2021 and beyond?

Trend #1: Median age of first-time homebuyers will decline

Millennials’ desire to own a home has been long debated. A number of long-term trends put millennial homeownership on the backburner:

Interestingly, the COVID-19 pandemic created an attractive new opportunity for this demographic cohort. Several things came together: immediate demand for more space with the need to work from home, record low-interest rates that translate to lower monthly mortgage payments, and the last piece of the puzzle, increased savings. While staying home, there is no need to buy new clothes or daily Starbucks. There is no going out after work or on weekends, and a lot less travel, for work or pleasure. In fact, the virus even put a pause on paying off college debt, since it became a COVID-19 Relief option. The bottom line is that more people will have the ability and interest to buy a house, sooner than they were before.

Trend #2: Median age of repeat home buyers will decline

The median age of repeat home buyers is likely to decline immediately post-pandemic but will revert to the pre-pandemic increasing trend quickly.  The average tenure of homeownership continued to increase and was over 8 years at the end of 2020, up from 4 years in 2007, before the Great Recession. Assuming the median age of the typical “move up,” or second-time home buyer is roughly 40 years old (given the simple math of 33 + 8), a median repeat buyer age around 55 means that a lot more people in their 50s, 60s, and 70s are acquiring third, fourth, or even fifth properties. One of the factors behind the dramatic age increase in repeat buyers since 1981 is the growing popularity of real estate as an investment. During the Great Recession, mom and pop investors who had cash and solid credit were able to build their rental income portfolios by capitalizing on depressed home prices and strong rental demand from distressed homeowners.

Another factor is the baby boomer generation born between 1940 and 1964 has been downsizing. According to the latest Census data, many baby boomers will be single in retirement. Almost a third of men and over half of women are unmarried at 65 or older. With the onset of the pandemic, city dwellers who could work remotely and whose kids started going to school virtually began looking for bigger houses and open spaces in rural areas. With interest rates at historic lows, amid the pandemic, it became a strangely perfect time to buy a dream vacation home away from major Metropolitan Areas.  The annual rise in second-home mortgage applications is more than double the increase in mortgage applications for primary homes, with demand-driven primarily by families with kids.  Aside from vacation homes, working, learning, dining, working out, and self-entertaining at home created the need for more space and put a larger value on the fourth bedroom or larger back yard.

Trend #3: Length of the home search process increased and will keep increasing

Lack of supply sets the trend for buyers to view fewer homes while the home purchase process itself is increasing. Tight inventory results in fewer homes on the market and buyers must search longer for the right home. With fewer homes available, there are fewer homes that fit the buyers’ requirements coming on the market. On top of that, in the Housing Trends Survey the number one reason 40% of home searchers cited, is being outbid by other offers as opposed to not being able to find an affordably priced home, which is a big difference from 19% of home searchers a year ago.

Trend #4: Fewer sacrifices will be made to purchase a home

Financial experts recommend having three to six months’ worth of expenses saved up in an emergency account. But at the end of 2019, according to GoBankingRates survey, 69% of Americans have less than $1,000 in savings. The personal savings rate or amount people are saving as a percentage of their disposable income, soared to 33% in April of 2020. That was the highest savings rate recorded since BEA started tracking it in 1959. People realized the importance of having emergency funds and at the same time, stimulus payments and tax refunds have been distributed to help build up a reserve. Per Generational Trend Report from NAR, in order to save for a down payment, homebuyers had to cut spending on non-essential items, entertainment, clothes, vacations, get a second job or sell a car. But with severe limitations on how money can be spent, savings built up on their own.

Trend #5: Fewer repeat buyers will compromise on the top four reasons 

With so few homes for sale, the additional risks of holding an open house to sell their own, and having crowds doing walkthroughs, move-up buyers are likely to stay put unless a property that meets most of their needs is identified and won in a bidding war. Not only have public health concerns necessitated virtual tours, but homebuyers are getting savvier with online tools. Even before the pandemic, 93% of homebuyers used the internet as a resource in their home search, according to the NAR. Sellers are having to keep up with the trends, too.

Further Reading: Real Estate Shifts to Accommodate Customers in a Virtual Age

What will be the big theme for 2021?

To start, a massive fear of missing out.

The headlines of every major media outlet are screaming about continuous home price appreciation. The thought of home prices reaching the point of being out of reach while interest rates have nowhere to go but up will be the end of the last opportunity to buy that first, or second, or even an investment property.

With a tight, low-inventory market dipping under 2 months of supply, the strongest contract activity in a decade, and historically low-interest rates, buyers’ fear is well-founded and likely to only get worse.

But don’t take our word for it.

Travel Food Kit – What to Pack in Your Bag?

A travel list is like a culinary recipe covering ingredients for a hearty meal. For a delicious dinner, mix selected ingredients in the correct proportions. And to make your trip a success, make an optimal list of things for it. If you are an inexperienced traveler and do not know what a foodie-focused travel kit should look like, we will help you with this. Ideally, you  need to take everything you need (like) without overloading the bag. It may sometimes be tough, but following the below tips, you will always know what food should always be a part of your travel menu.

Food for Travel Foodies

The right choice of food is an important element of a successful travel approach. Ideally, it is necessary to balance the food set in such a way that you do not drag too much and get pleasure from the meal. Let’s try to figure out what products to take.

When making a list of food products to pack in your bag, it is necessary for you to ensure that the products you select meet the following criteria:

•Can be stored for a long time and retain their shape (do not crumble, do not choke, or melt);

•Can be eaten with no extra manipulations on your end (washed, dried, sliced, peeled);

•Meet the needs of the traveler in terms of calories and vitamins;

•Are useful, healthy, and tasty;

•Are light in and occupy less space in your bag.

At the same time, it is critically important to decide on your daily menu and pick the proper amount of food. Otherwise, you risk eating everything in one day or carrying a large bag of products that will stay untouched until the end of your trip. What’s more, having a full list, you can always check Kroger’s ads run by Rabato and save money on your travel food kit.

Good or Not Good?
Seasoned travelers have a couple of tricks when selecting and preparing food for their travel meals:

Choose foods or ready-made meals that can be stored for a long time without a refrigerator. Food should remain resistant to sunlight, be easy to prepare, and not require any processing at all.

It’s best to prepare food in advance.

Refuse products that have a strong odor and crumble strongly.

When taking fruits and vegetables, wash and dry them in advance. So, you don’t have to wipe them on the road with wet wipes.

Cut up all the food you need at home and put them in a container or bag for a more convenient meal. This can be bread, cucumbers, or chicken cut into small pieces.

Give preference to products with a long shelf life. It is critically important to check the product expiration date before putting it in your bag. If there are 1-2 days left before the expiration date, then it is better not to take it.

A Full Food Pack

If you do not want to invent how to diversify the menu while traveling and want to get a checked and ready-made list of products, then use our recommendation:

•A set of vegetables and fruits: cucumbers, peppers, herbs. You can make vegetable pancakes, squash, pumpkin, or broccoli.

•Sandwiches of all types and with different fillings inside.

•Baked chicken or beef. It is recommended to store these products in foil.

•All types of snacks: nuts, dried fruits, whole-grain bars, etc.

Semi-finished products: processed cheese, porridge, etc.

Desserts: portioned jams, sweet muffins, lollipops, marmalade, marshmallows.

You can find all these products in the Aldi store; just look for the available super deals and save money on every purchase you make.

Carry-on travel food must be ready-mad and fresh. If possible, keep it in a cooler bag. Be sure to supplement your grocery basket with a few bottles of clean water. If you are thinking about what kind of food to pack in your bag, then follow a simple rule: this food should be healthy, convenient, and tasty.

Make the Right Choice!

Take full responsibility for the trip so that you clearly understand what to take for a snack on the road and not panic an hour before the departure. Going “empty” in terms of food supplies is not an option if you suddenly think that a snack on the road is the tenth thing. It is not at  all. You must be comfortable with the ride, which means you need food.

Well, do you still think that you will be fine without a snack on the road? You are absolutely wrong. Follow our recommendations, and the trip will be easy and relaxed.

Computer illustration by Kaelen Felix for 360 Magazine

Over 32% Of TikTok Users Are In Their Teens

Social Media platform TikTok has continued its meteoric rise since an important merger in 2018 that took the platform globally, permeating the mainstream. The platform is especially popular among the younger generation with a majority of teens using Tiktok in the US. According to data presented by Stock Apps, over 30% of Tiktok users are in their teens which is the biggest among all age groups. More data indicates that 7 in 10 American teens use Tiktok at least once a month.

The Early Days of Tiktok

Tiktok is a social media platform that originated in China and is locally known there as Douyin. Douyin was started by ByteDance in 2016 and aimed to spread globally once it gained popularity in mainland China. In 2017 ByteDance launched Tiktok which was the international version of Douyin.

In 2018, Bytedance reportedly spent up to $1B to acquire Musical.ly, another Chinese social media startup based out of Shanghai that was founded in 2014. Musical.ly already had a large following, especially among the younger generation. This became the foundation for Tiktok’s global rise. Since their merger, Tiktok has been made available to download in over 150 countries and 75+ languages.

Tiktok Widely Popular Among Younger Generation

Tiktok allows users to record a short 15-second clip that usually features music in the background and can be edited through filters. A popular kind of clip that originated with the Musical.ly app are short lip-sync videos to trendy songs.  The video can also be sped up or slowed down to the users liking allowing for creative little clips that easily go viral. The platform clearly appeals to the younger generation and has surpassed many other social media platforms in terms of usage among teens. In the fall of 2020, a survey of almost 10K teens indicated that TikTok was the third most popular social media platform behind only Snapchat and Instagram with over 7 in 10 teens indicating that they used the platform at least once a month.

More Than 30% Of Tiktok’s Android Users Are In Their Teens – Largest Share By Age Group

TikTok’s popularity among the younger generation is no secret and is in fact the backbone of the app’s success. As of the midway point of 2020, 32.5% of Tiktok’s Android users are from the 10-19 age group, the largest share of any group, followed by the next youngest generation, the 20-29-year-olds who comprise 29.5% of Tiktok’s Android users. That means over 60% of Tiktok’s Android users are under the age of 30.

This important share of the market has not been lost among celebrities who seek to expand their reach with stars such as Jimmy Fallon and Tony Hawk among those to join the Tiktok party relatively early in 2018. Since then other megastars such as Jennifer Lopez, Justin Bieber and Will Smith have joined the party, among many others.

In the fall of 2019, Tiktok also announced a multi-year partnership with the National Football League which included the launch of the official NFL Tiktok account giving teams, players and the league as a whole new marketing avenue. Partnerships such as these are what help catapult Tiktok to become one of the fastest-growing social media platforms, already boasting 800 monthly active users in less than four years of existence.

Au/Ra – Moon River Cover

Following the release of her single “Ideas” earlier this year and recent feature on Jax Jones’ track “i miss u,” Au/Ra has shared her cover of “Moon River,” which is available now via Columbia Records. Listen HERE.

Originally performed by Audrey Hepburn in the 1961 movie Breakfast at Tiffany’s, the song was written by Henry Mancini and Johnny Mercer and has been covered by the likes of Frank Sinatra, Judy Garland, Louis Armstrong, Frank Ocean and more. Au/Ra has added her unique take on the track, which has a dusky and ethereal edge that is displayed through the visualizer accompanying the track. Watch HERE.

Au/Ra says: “I’ve always loved this song, especially the version sung by Audrey Hepburn in Breakfast at Tiffany’s, and it’s something I’ve always wanted to do my own rendition of. During quarantine I thought ‘why not give it a try?’ It was something I just wanted to do for fun with my dad, but we ended up liking it so much that we wanted to make it an actual release for listeners.”

Ibiza-born and Antigua-raised songwriter Au/Ra explores the challenges of being a modern-day teenager, writing music that touches on the issues today’s younger generation face on a daily basis, such as anxiety, communicating in an always online world and having to always show off your best self. Her single before “Ideas” was “Ghost” with Alan Walker, which was part of the Death Standing soundtrack and has been streamed over 32 million times on Spotify alone. “Panic Room,” her Platinum selling hit, was remixed by CamelPhat and stayed in the Top 40 for 9 weeks, amassing 122M streams on Spotify. She was recently featured on Jax Jones’ single “i miss u,” which she performed alongside him on Little Mix’s show The Search and was playlisted at Radio 1, Capitol and Kiss FM, achieving almost 18M streams so far. Watch a live version of the track HERE.

An undercurrent of most of Au/Ra’s deeply visual and evocative lyrics is a sense of escapism, influenced by her fandom of anime and fantasy. Growing up devouring Studio Ghibli films, she’s always loved to disappear into the soft-edged, uncanny world of Miyazaki animations, and uses similar designs to flesh out the visual world of her music. With her lovingly made outsider-pop, Au/Ra is providing a similar kind of space in her song writing: one where misfits feel at home and where the listener gets to peer for a minute through the lens of an artist who has simultaneously grown up outside the system, but who speaks with the zeitgeist of her generation.

Look out for more new music from Au/Ra coming soon!