Nancy Tellet

Nancy Tellet of CMC: Young Americans listen to more Latino and multicultural music

05 de agosto de 2019

Nancy Tellet, co-chair of the CMC Research Committee and founder of PureClarity LLC, reflected on the growing domination of multicultural musicians in the U.S. with an essay entitled Multicultural Majority Rises: Let’s Look at Music.

“By 2020 the majority of the U.S. population from birth to 17 years of age will be multicultural. Not long afterwards, in 2026, the multicultural majority will have expanded up to age 24. So it will proceed up to age 34 by 2028 and up to age 49 by 2033. By 2044 the demographic process will climax with the greater part of the entire U.S. population being multicultural," she said. "We see signs of this process expanding multicultural power, influence and domination in several areas. When you look at music, multicultural artists and their audiences dominate three of the five trends identified in the Nielsen Musical Report published in late 2018."

The report shows that Latino artists are prevalent in the top 40 in the United States. Drake dominated the year, Korean pop shone, and many multicultural artists were among the singers returning to stardom. “Singers who led this growth in 2018 included such performers as Cardi B, Nicki Minaj, Selena Gomez, Ella Mai, SZA, Demi Lovato, Rihanna and Beyonce,” said David Bakula, senior VP of Nielsen Music.

Another specialized Nielsen study for CMC showed that young people increasingly listen to more Latino and multicultural music, while country and other categories related to white Hispanics are decreasing.