Seeking Community - a 2025 qualitative at scale research study from the BPI

Seeking Community: Gen 2's True Relationship with Culture & Music Consumption 2025 lemontank BLACKSTAR bpl methodology & respondents what?

who?

This research was conducted in collaboration between lemontank, Blackstar Agency and BPI. We surveyed a voluntary sample of 500 participants aged 18-25 based across the UK, gathering insight into their experiences and behaviours within the current music landscape.

The trends in this report are drawn from primary data and shaped through in-depth qualitative analysis, supported by anonymous participant quotes, industry insight, and relevant further reading.

how?

Respondents were surveyed in April 2025, sourced via the lemontank pool of young creatives, the research platform Prolific, and grassroots UK music organisations including Small Green Shoots, Future Yard, Musical Keys, Saving Grace and Operasonic. Participants answered using the Al-moderated research platform Tellet, where they were able to submit their answers as written text or voice notes.

• age
• 18 (4%)p. 25
• (11%)p. 20
• (13%)p. 24
• (17.1%)p. 21
• 23 (14.8%)p. 22
• location
• Wales (5.0%)
• Northern
• Ireland
• North of Scotland
• England
• South West
• England (7.5%)
• Midlands (15.9%)
• South East England (39.9%)