Young people pay more attention to gender diversity when it comes to music

Hamburg (dpa) – When buying music or festival and concert tickets, young people pay more attention to whether there is a balance between artists than older people do. This was the result of a study on gender diversity in music offerings, which was presented at the Reeperbahn Festival in Hamburg.

For example, the balanced gender ratio at festivals already plays a role in the decision to buy a ticket for around 40 percent of 16 to 29 year olds. This fact is currently of interest to 29 percent of respondents aged 30 to 49. When listening to music on the radio or streaming services, the balance between men and women in both age groups is of interest to almost a third of those surveyed.

More women on the playlists

For festival director Alexander Schulz, these results point the way to the future of the music industry. These young people are tomorrow’s buyers, so it’s already worth getting more women onto the playlists and into the studios. “Because then I have a market advantage, it’s nothing else.”

The representative study commissioned by the Reeperbahn Festival is part of the so-called key change offensive launched in 2017. Since then, the festival, which is not only a club festival but also an international industry meeting place, has been campaigning for the empowerment of women in the music world – both in front of and behind the scenes.

© dpa-infocom, dpa:220922-99-858463/2

Leave a Reply

Your email address will not be published.

You might like