According to a new study, college is where we form lifelong music listening habits. Yeah. Duh.
Whilst in university/college, your friends are your biggest influence in the discovery of music. While sharing on social media is important, 18-to-21-year-olds are primarily sharing their favourite music in person with each other.
Spotify also plays a large role in the discovery of music along with related methods (YouTube, Apple Music, Soundcloud, etc,) and radio (usually in the car).
These listeners also rely on their favourite artists for discovering new music by actively following them on Twitter and paying close attention to the names they drop and even the band t-shirts they’re spotted wearing
Other motivators for listening to new music include checking out music on chart listings, opening acts of favourite artists, and artists playing at music festivals.