Spotify’s new report delves into how UAE’s Gen Zs are driving culture

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Updated 30 September 2022

Spotify’s new report delves into how UAE’s Gen Zs are driving culture

  • Annual Culture Next report reveals the behaviors, attitudes and mindsets of GenZs in the UAE

DUBAI: Spotify has released the UAE edition of its annual global culture and trends report, Culture Next.

In the fourth edition of the report, the second to feature the UAE, Spotify delves deeper into the behaviors, attitudes and mindsets of their largest audience segment, Generation Z (aged 15 to 25), and how they differ from Generation Y, known as millennials (26 to 40).

In 2021, Gen Zs globally streamed music more often than they used any other media (including videos, games, and TV), and shared more Spotify playlists and engaged in more group listening sessions than any other generation, according to the report.

In the first quarter of 2022 alone, 18 to 24-year-olds have played more than 578 billion minutes of music on Spotify — more than any other segment, and roughly 16 billion more minutes than millennials, or 25 to 34-year-olds, around the world.

“Audio has always been part of our lives,” Mark Abou Jaoude, Spotify’s head of music in the Middle East and North Africa, told Arab News.

“Streaming is being seen more and more as a key driver for discovery and the formation of a global community that identifies with one another through audio. It’s a way of self-expression and it's screenless,” he added.

Video, as a format, has grown in popularity in recent times, spurred by short-form video such as that on TikTok and Instagram’s Reels.

Jaoude, however, stresses the importance of audio, particularly for Gen Zs. “A video with no audio is hard to comprehend, for example, but a pure audio piece is not. Audio enriches storytelling,” he said.

The report highlights key differences between Gen Zs and millennials, with the former having gone from an “emerging” generation to the “center stage of culture.”

Firstly, while both generations are stressed, Gen Zs are more so. “Millennials were raised in a boom, Zs in a bust,” said Jaoude. They have experienced significant downturns associated with the crash of 2008 and later COVID-19, which they experienced mostly as adults, he explained.

In this environment, they are turning to audio as a safe space. Fifty-nine percent of 18 to 24-year-olds in the UAE said they turn to podcasts to get answers to hard or personal questions before talking to their families about it, and 66 percent said they listen to podcasts to inform the conversations they have with their friends.

Moreover, according to 68 percent of Gen Zs in the UAE, audio helps them understand themselves better, and 80 percent said it allows them to explore different sides of their personality.

All of this means that for Gen Zs, audio has always been a part of their lives, and they use it for everything from creativity and self-expression, to discovering aspects of their own personality.

The second factor setting Gen Zs apart is that they are “the most racially and culturally diverse generation and therefore they demand this diversity be reflected through their lifestyle, the brands they engage with, social media and the audio they consume,” according to Jaoude.

Self-expression and creativity are core to this generation and so, “they lean into music, artists, podcasts, and playlists to shape the stories they tell about themselves,” he added.

FASTFACTS

66 percent listen to podcasts to inform the conversations they have with their friends.

82 percent said they had learned something about themselves by looking back on their listening habits.

74 percent believe that their listening habits tell a story about who they are.

78 percent listen to music from movies or shows because they like to feel like they are a character in the story.

71 percent like listening to and watching media from earlier decades because it reminds them of when things were simpler.

75 percent like it when brands bring back old aesthetic styles.

72 percent love it when brands produce retro products or content.

For instance, 82 percent in the UAE said they had learned something about themselves by looking back on their listening habits, and 74 percent believe that their listening habits tell a story about who they are.

It might appear that they are self-involved, but according to the report, they are driving the “main-character energy” trend, in which people use social media or digital audio to make themselves feel like the center of attention. This is evident in the popularity of playlists like “My Life is a Movie” and ones containing “POV” in the title.

Seventy-eight percent of Gen Zs in the UAE listen to music from movies or shows because “they like to feel like they are a character in the story,” according to Jaoude, and 79 percent of all Spotify playlists globally with “POV” in the title were created by Gen Zs.

Jaoude said: “They are experts in structuring and communicating their individual stories through playlists. They create their own playlists on Spotify and even use collaborative playlist features to ask their friends and community to exchange songs.”

While millennials are known for being nostalgic, Gen Zs go even further down memory lane, he added. They are “reinventing nostalgia” by filtering pop culture “through a contemporary perspective to access and inspire something new and unique to them,” he said.

Millennials are nostalgic for the times they have lived through; Gen Zs, on the other hand, are nostalgic for eras that offer some form of reprieve from current times, which they find stressful and anxiety-inducing.

“Among Zs, the past is all fuel for the future — and that is true for more than music,” Jaoude said.

It is why 71 percent of Gen Zs in UAE said they like listening to and watching media from earlier decades — because it reminds them of when things were simpler, and 75 percent like it when brands bring back old aesthetic styles, while 72 percent love it when brands produce retro products or content.

“You will see that movement in today’s fashion and the sound of music; there’s a lot of borrowing from previous eras and artists add their personal flair or vision to that sound,” said Jaoude.

Gen Zs’ unique problems, and habits, provide an untapped opportunity for marketers. As Jaoude said: “They are seeking new opportunities to share themselves through audio — and looking to brands to help make it happen.”

Forty-nine percent in the UAE said they like being able to select the ad they listen to on a digital audio streaming service, and more than a third said they like it when they can interact with ads.

For example, Spotify worked with Adidas on the “Nite Jogger” campaign where they created a custom digital experience that gleaned the “sonic traits” of listeners’ nighttime streaming activity to create a custom playlist unique to each individual. The campaign racked up 32.4 million impressions and over 9 million unique visitors.

“While brands of the past may have prioritized keeping an iron grip over their messaging, there’s a huge opportunity to connect with the next generation by handing the reins over to them and allowing them to customize their experience — especially in the space of audio,” said Jaoude.
 


Twitter suspends Kanye’s account again on violating rules

Updated 03 December 2022

Twitter suspends Kanye’s account again on violating rules

  • Twitter owner Elon Musk had welcomed the return of the rapper, now known as Ye, to the platform in October

DUBAI: Twitter Inc. on Friday suspended Kanye West’s account again, just two months after it was reinstated, after its owner Elon Musk said he had violated the platform’s rules prohibiting incitement to violence.
Musk, who calls himself a free speech absolutist, had welcomed the return of the rapper, now known as Ye, to the platform in October.
“I tried my best. Despite that, he again violated our rule against incitement to violence. Account will be suspended,” Musk tweeted late on Thursday.
West’s account was suspended within an hour of Musk’s post, made in a reply to a Twitter user who had said “Elon Fix Kanye Please.” Twitter did not immediately respond to a request for comment.
Before suspending Ye’s account, which had over 30 million followers, Twitter had restricted one of his tweets. Reuters could not independently verify the contents of the post.
The social media platform restored the rapper’s account before the completion of its $44 billion takeover by Musk. Musk later clarified that he had had no role in bringing Ye back on Twitter.
Ye on Thursday tweeted a photo of Hollywood mogul Ari Emanuel spraying water at the back of Musk’s head with a hose. He captioned the picture “Let’s always remember this as my final tweet #ye24,” before the account was suspended.
Musk responded that Ye’s account was suspended for incitement to violence, and not for posting “an unflattering pic of me being hosed by Ari.”
In November, Twitter reinstated some controversial accounts that had been banned or suspended, including satirical website Babylon Bee and comedian Kathy Griffin.
Musk also decided to reinstate former US President Donald Trump’s account after a majority of Twitter users voted in favor in a poll to bring back Trump.

 

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Social app Parler says sale to Kanye West called off

Updated 02 December 2022

Social app Parler says sale to Kanye West called off

  • Owners said the decision was made “in the interest of both parties in mid-November.”

NEW YORK: Social network Parler announced Thursday that its planned sale to Kanye West has been called off, as the rapper-businessman now known as Ye continues to alienate fans and commercial partners with anti-Semitic comments.
“Parlement Technologies would like to confirm that the company has mutually agreed with Ye to terminate the intent of sale of Parler,” the network — seen as a home for online extremist rhetoric — said in a tweet.
It said the decision was made “in the interest of both parties in mid-November.”
Parler had announced a deal for West to buy the platform popular with conservatives in mid-October — just over a week after the rapper’s Twitter and Instagram accounts were restricted over anti-Semitic posts he made.
But the rapper, who has spoken openly about his struggles with mental illness, has seen his business relationships crumble in recent weeks as his erratic behavior and extreme speech continue to raise concerns.
In perhaps his most provocative outburst to date, West on Thursday declared his “love” of Nazis and admiration for Adolf Hitler during a rambling livestream with conspiracy theorist Alex Jones.
The 45-year-old’s restrictions on Twitter and Instagram last month were not the first time his posts prompted punitive action from major social media platforms.
Earlier this year, West was banned from posting on Instagram for 24 hours after violating the social network’s harassment policy amid his acrimonious divorce from reality star Kim Kardashian.
Launched in 2018, Parler became a haven for Donald Trump supporters and far-right users who say they have been censored on mainstream social media platforms. It has since signed up many more traditional Republican voices.
Parler was temporarily removed from Apple and Google app stores last year for failing to moderate calls for violence after the attack on the US Capitol by supporters of the former president.
It has since been allowed back in the both stores, ostensibly after improving its content moderation systems.


Netflix to let more subscribers preview content

Updated 01 December 2022

Netflix to let more subscribers preview content

  • Feature allows selected members to preview shows or films

LONDON: Netflix Inc. is planning to let tens of thousands of users around the world to preview content from early next year, expanding beyond its current previewer base of 2,000-plus subscribers, sources reported on Thursday.
Netflix’s Preview Club, which started more than a year ago, allows its members to watch some shows or films before they appear broadly on the platform and review them, the Journal reported, citing people familiar with the matter.
The video streaming giant did not immediately respond to a Reuters request for comment.
The move underpins Netflix’s efforts to ensure quality content, at a time when investors and analysts focus more on the profitability of streaming firms.


Taliban silence Voice of America broadcasts in Afghanistan

Updated 01 December 2022

Taliban silence Voice of America broadcasts in Afghanistan

  • Voice of America and Radio Free Europe are funded by the US government, though they claim editorial independence
  • Afghanistan has lost 40 percent of its media outlets and 60 percent of its journalists since the Taliban takeover

WASHINGTON: The Voice of America said Wednesday that Taliban authorities have banned FM radio broadcasts from VOA and Radio Free Europe/Radio Liberty in Afghanistan, starting Thursday.
VOA said Taliban authorities cited “complaints they have received about programming content” without providing specifics.
VOA and RFE are funded by the US government, though they claim editorial independence.
The Taliban overran Afghanistan in August 2021 as American and NATO forces were in the final weeks of their pullout from the country after 20 years of war.
Despite initially promising a more moderate rule, they have restricted rights and freedoms and widely implemented their harsh interpretation of Islamic law, or Sharia.
Abdul Qahar Balkhi, the spokesman for the Ministry of Foreign Affairs, said Thursday that Afghanistan has press laws and any network found “repeatedly contravening” these laws will have their privilege of working in the country taken away.
“VOA and Azadi Radio (Radio Liberty) failed to adhere to these laws, were found as repeat offenders, failed to show professionalism and were therefore shut down,” he said.
The advocacy group Reporters Without Borders said recently that Afghanistan has lost 40 percent of its media outlets and 60 percent of its journalists since the Taliban takeover.


As crypto collapses in US, is Middle East going through a digital renaissance?

Updated 02 December 2022

As crypto collapses in US, is Middle East going through a digital renaissance?

  • NFT startups in region seem to think so

DUBAI: OasisX, the nascent curated multichain non-fungible token marketplace, which aims to drive adoption of NFTs in the Middle East and North Africa region is embracing Web3 in several ways integrating NFTs, blockchain, and cryptocurrencies within its platform.

Jimi Ibrahim, one of the co-founders of the company, who has described the new iteration of the internet as a digital renaissance, said: “Web3 has four pillars: Blockchain as a secure infrastructure, tokens like NFTs for proof of ownership and provenance, cryptocurrencies for store of value and transactions, and the metaverse, which is a combination of augmented reality and virtual reality.”

The adoption of Web3, however, has witnessed a slowdown as cryptocurrency and NFT scams have become rampant in markets such as the US. Despite the promise of a more secure internet, cryptocurrencies can be used and abused for fraudulent activities, as evidenced by the recent FTX scandal.

Founded by Sam Bankman-Fried in 2019, FTX is a cryptocurrency exchange, that rose to popularity thanks to celebrity endorsements and an aggressive marketing strategy.

In November, the crypto news site CoinDesk published the balance sheet of Alameda Research, a crypto investing firm also owned by Bankman-Fried, showing that Alameda held a large amount of a digital currency created by FTX called FTT.

“While there is nothing per se untoward or wrong about that, it shows Bankman-Fried’s trading giant Alameda rests on a foundation largely made up of a coin that a sister company invented, not an independent asset like a fiat currency or another crypto,” the article said.

However, if the value of the FTT were to drop, Alameda would essentially be at risk of insolvency.

The article set in motion a series of legal actions against Bankman-Fried, FTX, and the celebrities who promoted the crypto exchange, resulting in one of the biggest financial scandals.

The incident has slowed down the adoption of crypto, diminished faith in the industry, and cost a lot of people a lot of money. Although Ibrahim noted that it had “hurt the industry,” he pointed out that it had acted as a purge of sorts.

He said: “Foul play has to be shed light on, and such players have to be removed from the playing field so that the environment is much more safe and secure for natural growth.” He added that, ultimately, was the future where “decentralized finance is going to change the world for the better.”

The global NFT industry alone reached a market capitalization of $41 billion by the end of 2021, according to blockchain data company Chainalysis.

The space was also growing to include non-fungible assets, Ibrahim said, which would see it extending into the real world. For example, the real estate and NFT industries have been merging with several properties being sold as NFTs.

In February, US-based real estate company Propy sold an NFT-backed property, a 2,164-square-foot house in Florida, for $653,000 with the winning bidder receiving a NFT as proof of the home’s ownership.

“This is the future we’re looking to tap into, facilitate and expedite because it only makes sense to secure everything on the blockchain,” Ibrahim added.

OasisX aims to bring a new layer of security and accessibility to the world of NFTs in the MENA region for both artists and businesses.

Ibrahim along with co-founders Najib Khanafer and Ramzi Mneimneh started working on the platform more than one year ago and officially launched it at the NFT LB event in Lebanon in September.

The event featured the work of 23 artists, half of which were sold out during the event, as well as served as a platform for panel discussions, movie screenings, and AR and VR experiences.

The company’s marketplace features only vetted artists, unlike platforms such as OpenSea, which avoids any “bogus projects,” Ibrahim said.

Anyone can create and sell NFTs on OpenSea. Since the platform does not vet artists, many fraudulent NFTs end up on it. Earlier this year, OpenSea reported that more than 80 percent of the items on the platform were plagiarized works, fake collections, and spam.

“We want to keep the art community safe and secure with the right projects,” Ibrahim added.

Available in English and Arabic, the platform currently has 250 vetted artists and aims to grow into the biggest MENA-based marketplace. It also works with galleries through a referral program where the gallery receives a royalty over the first sale of any artist that gets onboarded and vetted on the platform.

It only charges 2 percent in transaction fees — among the lowest in the industry — because “artists should make the most of the sale of their hard work,” Ibrahim said. That was also why, he added, the company would never remove royalties.

Often, the technical skills needed to create NFTs can serve as a barrier to entry for both artists and brands. The company, therefore, created LaunchX, an NFT generator powered by artificial intelligence.

Recognizing that there are some still wary of NFTs and cryptocurrencies, the company has integrated options such as paying through credit cards, to make it more accessible.

The entire process is secured through a smart contract on the blockchain. Ibrahim said it was more secure than using traditional banking, especially in countries such as Lebanon, where the banking system was a shambles leaving many unable to use credit cards.

It was almost impossible to corrupt information on the blockchain making it more secure than traditional transaction methods used in Web2, he added.

Despite resistance and reluctance, Ibrahim forecasted that Web3, and cryptocurrencies, would become the norm in the next five to 10 years with people using it just as seamlessly as they use debit and credit cards today.