Made for you: Music discovery in the age of the algorithm.

Abstract

TikTok, streaming, friends, or music reviews: How does Generation Z discover new music? Existing research is outdated and does not include factors such as algorithms which are ever present in social media and streaming services. Thus, an updated study was greatly needed.

This thesis investigates the preferred method for discovering new music for Generation Z. Specifically, how algorithms recommendation systems have influenced the process of discovering new music and if they have replaced social connections as the preferred method. There is also an emphasis on researching how social connections have changed with the arrival of new technologies.

To answer the research question, an online survey was distributed to young people between the ages of 18 to 28. The results showed that social connections and technologies that involve algorithms are Generation Z’s top method for discovering music. Media has lost popularity compared to previous studies. Finally, social connections are still present and now also include new technologies like playlists to share music.