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- lemontank bplPROMOTING BRITISH MUSIC right here, right now generation alpha talk music
- Page 2Right Here, Right Now Gen Alpha Talk Music 2026 introduction contents lemontankopl foreword from Sarah Boorman page how gen alpha consume music page 7 how gen alpha find new music page 16 what music means to gen alpha page 26 tensions & tomorrow continuing the conversation
- Page 3Right Here, Right Now Gen Alpha Talk Music 2026 bpl g PROMOTING
- Page 4Right Here, Right Now Gen Alpha Talk Music 2026 foreword bpl lemontank Six years ago, as we went into lockdown, something hit me like a train. Being at home meant I could suddenly see my children's day-to-day lived experience up close, and what I saw was alarming: music was not speaking to young audiences in the way it had spoken to us as children. YouTubers, gamers and movie soundtracks had stolen so much of the conversation.
- Page 40Right Here, Right Now Gen Alpha Talk Music ⚫ 2026 tamantunkbpl acknowledgements & methodology BPI's Insight & Innovation team worked with research platform Indeemo to field our own bespoke research into the music connections for UK-based 7 to 14 year olds.
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Right Here, Right Now Gen Alpha Talk Music ⚫ 2026 tamantunkbpl acknowledgements & methodology
BPI's Insight & Innovation team worked with research platform Indeemo to field our own bespoke research into the music connections for UK-based 7 to 14 year olds.
The study took the form of qualitative in-home video interviews and tasks. Fieldwork took place in January and February 2026, with respondents taking part in up to eight tasks which were filmed, monitored and uploaded with permission of the parents/carers of the research participants.
In total over 750 videos were captured by more than 60 respondents, exploring the touchpoints that young people have with recorded music. The conversation spanned areas including discovery and engagement, examining the importance of music and the context it has in their lives. Analysis of all footage and on-screen capture tasks was undertaken by BPI's Insight & Innovation team, aided by Indeemo's integrated Al analysis tools and materials. Export of this analysis, along with video footage, was shared to lemontank and Blackstar who helped create this report and summary outputs along with the BPI team.
- bpl
- Leon Neville
- Director, Insight & Innovation
- Rob Crutchley Insight & Analysis
- Amalie Briden
- Senior Innovation Manager lemontank
- Founder & Director:
Jacob Rickard Project Producer: Lola Kaeppelin Creative Producer:
- Max van Es
- Insights: Emily D'Souza
- Designers:
- Theo Brockbank & Amba Suma
- Illustrations: EJ Chong indeemo
- Fieldwork Capture
& Data Management: Will Plummer, Aonghus Ó Drisceoil & lan Twohig
- BLACKSTAR
- Audiovisual Materials
- COVVER Report Hosting:
Alex Recio & Tom Land
All third-party trademarks, logos, and images used in this report are the property of their respective owners and are used here strictly for editorial, commentary, or research purposes. Screenshots from social media platforms are included under fair dealing provisions for the purposes of analysis and review. This document is intended solely for informational use. No endorsement by any individual, brand, or platform mentioned is implied. The views expressed in this report are those of the panel, and not of any of the organisations behind commissioning the study or developing the report.