The rise of World Music: Young listeners in the US are falling for non-English speaking artists

Euronews ^ | 11/01/2024 | Anca Ulea

[nickcarraway]

Music lovers in the US, the world’s biggest music streaming market, listened to more music in other languages than English in 2023, according to a new report.

The times sure are a-changin’… The days when global music artists had to sing in English to sell records internationally appear to be far behind us, if the latest streaming data is anything to go by.

Listeners on music streaming platforms are increasingly embracing music in languages other than English, according to the 2023 Luminate Year-End Music Report.

The genre known as “World Music,” once a niche label reserved for (Western) music snobs, is gaining popularity with younger listeners in the United States, the biggest music streaming market in the world.

It's become a catch-all term that encompasses every genre that's not considered Latin music or English-language music, like K-Pop, J-Pop and Afrobeats.

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Luminate’s report found that English-language streaming content in the US was down 4.8% in 2023, with interest growing in Spanish- and Japanese-language music in particular.

The changes are accelerating as the music marketplace becomes more international, with more people around the world listening to music on streaming platforms.

Last year, the global music industry surpassed 4 trillion streams, marking a new single-year record, with global streams up 34% from 2022.

Unsurprisingly, Spanish is the second-most popular language in music streaming, buoyed by the wildly popular Latin genre with its blockbuster artists including Bad Bunny and Karol G.

In 2023, Spanish-language content saw a 3.8% uptick on music streaming platforms in the US.

Regional Mexican music – which encompasses mariachi, banda, corridos, norteño, sierreño and other styles – was one of the year’s biggest breakout genres, with a 60 percent increase in plays.

Mexican artists Peso Pluma, Eslabon Armado, Junior H and Fuerza Regida each hit more than 1 billion streams last year, as the genre saw a meteoric rise in popularity.

English is still the top language for music globally, accounting for 54.9% of the top 10,000 global tracks in 2023. But other languages are gaining ground.

The top global languages in music streaming after English, according to the report, were Spanish (10%), Hindi (7%), Korean (2.4%) and Japanese (2.1%).

Gen Z and Millennials are looking abroad

The interest in international music mostly comes from younger listeners – the report found that 63% of Gen Z and 65% of Millennials agree they “listen to new music to experience new cultures and perspectives.”

That shows in the listening figures for popular non-English genres – 95% of J-Pop fans in the US said they were Gen Z. Multilingual music listeners were also more likely to use community-based social media, like Reddit and Discord.

Afrobeats, one of the fastest-growing music genres in the world, was up 26.2% last year. The report found it’s hugely popular in Europe – with Luxembourg, the Netherlands, the UK, France and Portugal leading global streams of the genre.

The international market for music streaming is expected to keep growing next year – with analysts estimating global revenues will hit a record €27.06 billion in 2024.

[abigkahuna]

I have been a fan of 70s and 80s afrobeat for years. When James brown came to Zaire in 74 he really influenced the sounds. Fela, whatever his politics was a fantastic song master and then there is the song This Hustling World by Gyedu- Blay Amboy ( if I have his name correct)

[Publius]

How sad she died so young. Another victim of the vax?

Here is one of my favorite German lieder. It encapsulates my attitude toward music. The English translation of Schober's poem is underneath the German lyrics beneath the video.

Schubert: "An die Musik," D. 547

[EvilCapitalist]

Excellent music. I never heard of Felicity Lott. She sings well. As for Patricia Janeckova, what a tragedy. Dead at 25 of Breast Cancer. I was hoping to hear her in person if she ever toured the United States, but sadly, I’ll just have to settle for her youtube videos for now.

[dfwgator]

Been listening to Polish music for years, mainly because I felt it would be the best way to learn the language. And what I found is, I really prefer it now, over English stuff.

[dfwgator]

So sad, she passed so young.

[fidelis]

Introduce then to classical music. It imbues a methodical way of thinking and increases intelligence.

Thanks. They've all had exposure to classical music. These are merely their pop preferences these days.

[Allegra]

That’s beautiful. Thank you for posting.

[EvilCapitalist]

If you think that was good, try this. https://www.youtube.com/watch?v=mVUpKIFHqZk

[EvilCapitalist]

Agreed. I really wanted to hear her in concert, but will have to settle for youtube videos now.

[Giuseppe Nova]

Music lovers in the US, the world’s biggest music streaming market, listened to more music in other languages than English in 2023...

Demographics = destiny

[NWFree]

Sounds like rap music

[T.B. Yoits]

Domo arigato misuta Roboto
Domo arigato misuta Roboto
Mata au hi made
Domo arigato misuta Roboto
Himitsu wo shiritai

https://www.youtube.com/watch?v=uc6f_2nPSX8

[Giuseppe Nova]

Listening to world music approximates the the magic of world travel. It provides an opportunity to sample a slice of Somewhere Else, where people look different and speak an unknown language; and you don't have to experience the day-to-day "sameness" grind and inevitable downsides of living there. A vacation from reality. Shortwave radio; "world music" at the record/CD store; youtube. That was the progression for me.

A personal fave...Drummers of Burundi. Can't play it loud enough. And in keeping with the theme of enjoying music from Somewhere Else, this Burundi music exploded in the brief and brilliant creative stream of the very British Malcolm McLaren, Adam & the Ants, and Bow Wow Wow. Great stuff.

[Ruy Dias de Bivar]

This is new? Remember Ritchie Valens - La Bamba in 1958?
And “Sukiyaki”, by Kyu Sakamoto, 1963?

I still remember a Spanish version of “Farmer John, I’m in love with your daughter” from 1967 a song you never hear anymore even in English.

[Ruy Dias de Bivar]

BEAT me to it!

[nickcarraway]

The Girl From Ipanema has an English version, but often the Portuguese words too.

[T.B. Yoits]

PSY - Gangnam Style (2012)

https://www.youtube.com/watch?v=cGc_NfiTxng

It became the first YouTube video to reach 1 billion views.

[Ruy Dias de Bivar]

Back in 1963 when that song was so popular, WLS radio said they would send out a translation to anyone who asked for one. We got the translation.
The DJ on WLS later said it was a mistake to ask because they had to pay out 20 thousand dollars in postage to mail out the translations and all future requests must have a stamped self addressed envelope in it.

[nickcarraway]

I think it’s the opposite. Her “ex guitar player” wrote at least one song that could be perceived as negative towards her, but I don’t see any that are negative from her. Do you have an example?

[dfwgator]

One of my favorite Russian songs:

KINO - Spokoynaya Noch’ (Calm Night) Спокойная ночь

https://www.youtube.com/watch?v=SOYkG5VMhp8