With established music artists churning out new hits to keep rapport with their ardent fanbase while catering to a new generation, it seems curious that the young, not just the old, prefer older music.
This trend has not only played out live, but digitally.
Take for example Sir Paul McCartney. His Glastonbury set alone was attended by more than 100,000 people, and 4 million tuned in from home. Many of the concert-goers were young people who knew the songs like the back of their hand.
How about Kate Bush’s surprising rise to #1 on the UK singles chart 37 years after the initial release of her song ‘Running Up That Hill?’
I myself am no stranger to this phenomena as a Gen-Zer, listening repeatedly to older songs by my favourite artists, and subconsciously convincing myself that its structure, and overall sonic experiences are way better that their newer offerings, and it seems that many share the same sentiments.
For instance, one artist I really enjoyed listening to as a child is the gospel sister-duo ‘MaryMary.‘ However, their debut ear-catchy gospel R&B smash single ‘Shackles,’ appealed more to me sonically, than their other street popular, but more hip-hop oriented single ‘God in Me.’
The music industry has surprisingly picked up on this trend, and run with it, with stars like Stevie Nicks and Bob Dylan selling their old music catalogues. Over the last year, the industry invested $5 billion into buying the rights to old songs, with a lot less of that sum going to producing new artists.
Research has also shown that young people download a song that is at least two years old, and that the demand for old music stands at 70% and is rapidly increasing.
Music writer Tom Gioia fears that this trend is here to stay because of the Covid-pandemic exacerbating the desire of people to return to what used to be, and as part of doing so, relive and revel in old hits.
I agree. This trend is not going away any time soon, and indeed, WHY should it?