• Over half of millennials rate music as their number one feel good source in 2020
• Compared to 2019, almost a quarter are listening to over five hours more of music a day
• By 2030, fans will ‘touch’ their favourite tracks, have their dogs singing along and create chart-worthy albums straight from their smartphones
• Samm Henshaw’s uplifting new track ‘All Good’ is inspired solely by a smartphone picture
LONDON, UK – 9th December, 2020 – With 54% of Brits now using music as their number one feel good source, Samsung reveals the impact of this year on millennial music habits and how technology will shape the next decade of trends.
Compared to 2019, almost a quarter are listening to over five hours more of music a day and over a third (34%) admit to their favourite playlists keeping them enthused through a tough 2020, highlighting how many are relying on music more than ever before.
Playlist preferences are changing with half (50%) saying that their music tastes are different this year, including 40% craving songs that tell a story and 43% only pressing play on tracks with a unique sound or story. What’s more, 84% have discovered seven new artists this year.
The research[1] coincides with the Samsung’s unique collaboration with UK-based soul and R&B singer, Samm Henshaw, to launch his eagerly-awaited new track ‘All Good’ (available to stream on Spotify now). Packed with feel-good lyrics and up-beat melodies, he was challenged to create new music as part of Samsung’s Inspired by a True Photo platform. This entailed him composing and recording it based solely on a photo, which was taken by a Samsung Galaxy customer and uploaded to Instagram. The chosen #withGalaxy image – which is also the single’s artwork cover – shows a grinning Indie-Pomeranian crossbreed, snapped by his owner, Ayush Luther (@black_hawk_x7), at home.
With over a third (36%) of millennial listeners wanting to hear from artists that are creative with their muses, Samm’s track is a great example of how artists are switching up their material to be in sync with the new cultural surroundings and seeking fresh inspiration as a result.
“Music is at the heart of everything I do, so it’s great to see how it’s been keeping a whole nation inspired, despite the craziness of this year. It’s also been a time for many of us to reflect and discover new interests, and I love that it’s resulted in people listening to new material and giving time to different artists. It’s this inspiration that I had when it came to composing ‘All Good’, I knew I had to bring the same happy energy to this song that I felt when I first looked at that photo. To think this could be a future trend for the music industry is so exciting – The simplicity of one photo, captured on a phone, opened my mind to new ways of songwritingand definitely something I would explore with future material” said Samm Henshaw.
Showing the acceleration of the music scene in 2020, Samsung worked with The Future Laboratory[2] to explore the innovative ways in which tech will define the next decade of millennial music:
Open-source Song – They say you should never meet your heroes, but what about working with them?
The XR Factor – Speedy 5G is reinventing music videos for the better
Pet Pop – From Now! to Miaow!
Feel the Music – Want to really feel the music? Well, you’re in luck.
The Smartphone Studio – Making music… can anyone do it?
Don’t bore us – get to the chorus – Swift music tracks to match our shrinking attention spans.
TikTok ’n Roll – Forget the charts – it’s all about going viral.
Medicinal Music – A song a day keeps the doctor away.
Let’s Get Personal – Listening experiences are getting personal.
“Samm’s latest track is both a revolution of the nation’s millennial music habits, and a reflection of how technology can inspire creativity in fresh and exciting ways. Whilst smartphones are at the heart of communication, they’re also modes of self-expression and discovery, and our Inspired by a True Photo platform enables artists like Samm to unlock new ways of creativity within both future music and the wider arts” said Sharon Hegarty, Marketing Director, Samsung Electronics UK & Ireland.
Alongside the track, the official ‘All Good’ music video will launch on 9th December, which is a fun and futuristic mini film that sees Samm explore a restriction free, alternate reality. Inspired by the vibrant shades of the recently launch Samsung Galaxy S20 FE, the video brings an explosion of mayhem to screens in a playful take on how a drab office setting can transform into a daydreamer’s paradise with the power of music. To hear Samm’s latest track, please visit: https://sammhenshaw.ffm.to/allgood-single.opr
For more information on Samm Henshaw, please visit: Instagram Twitter Facebook.
[1] Research was fielded online among a nationally representative sample of 2,000 adults living in the UK. Fieldwork was carried out in partnership with Opinium and was in field from 25/11/2020-30/11/2020
[2] Research conducted by The Future Laboratory and commissioned by Samsung
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