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

Seeking Community: Gen Z's True Relationship with Culture & Music Consumption 2025 lemontank

"I found out so much more about myself and my interests once I started getting into music."

With certain artists and genres fostering subcultures fans can relate to, music has become even more of a pillar of identity and self-expression. Participants particularly mentioned music's relationship to fashion, and how it encourages individuality.

"You get some artists like Bob Dylan or David Bowie that will make you almost want to become them. So you grow out your hair a little bit and things like that, or you change your fashion sense."

"I play the violin in an orchestra, compose music when I have enough free time, and listen to classical music on my car radio. It is an important part of my identity."

"I identify with the metal community. I am visually alternative. I have a mullet, loads of piercings and tattoos, and all of it is inspired by the culture around rock and metal music."

listening

Music builds community & helps build and solidify connections. Music broadens people's worldview and perspective, exposing them to new cultures and perspectives.

"I probably started going to concerts when I was 18. So I think since then it's helped me sort of bond with my friends, be more outgoing and independent. It feels like a nice community."

"I feel like there's just a certain element of community in being a K-pop fan. And I've found so many friends through K-pop and I feel like that's kind of really changed me as a person. You know, down to like, what kind of shows I watch, what kind of foods I gravitate towards, how I dress, just things like that."

"My friend group is kind of centred around music. That kind of morphed into us starting a band and hanging out with each other more and just enjoying music and going to live gigs. I mean, our whole friend group identity revolved around music and enjoying music and wanting to create music."