The platform YouTube presented the report “YouTube Vibes Music 2023” that details the music consumption habits of its users in Mexico and Latin Americacollecting the most relevant trends, as well as revealing new expressions and formats.
This study also confirmed that music continues to be a pillar for YouTube, since, for example, between July 2021 and June 2022, it contributed six billion dollars to the industryof which 30 percent originated in user generated content (UGC).
Tradition, culture and roots are present in the patterns of navigation of the mexicans within the platform, since according to the study, 66 percent of users in our country search for specific sounds of a regional culture or ancestor“giving them an immersive experience that makes them feel more connected to their origins.”
71 percent of Mexicans choose YouTube as the best platform to explore different versions of their favorite songs made by fans and music enthusiasts
These are the three “vibes” or most relevant findings:
music decentralization
The music industry is undergoing great changes with the arrival of the user generated content (UGC or user-generated content), the covers and the emerging artistsso the agenda is no longer dictated by the record labels. The perfect example of this musical diversity is the cover from the song “La gata bajo la lluvia”, by Rocío Durcal, which was reinterpreted by Friolento Music, an alternative post-punk group.
There is also the parody created by the Mexican trio Los Tres Tristes Tigres, of the “BZRP Music Sessions #53” starring Shakira, which, to the rhythm of “Antología”, makes peculiar references to the lyrics of the collaboration between the Argentine producer and Colombian singer.
sound trances
Currently, musical choices are guided by a combination of the senses both auditory and visual, where the presence of the video becomes as relevant or more relevant than the audiodenoting a search to exploit as many senses as possible.
What the community is doing are the visual interpretations con Artificial intelligence, where an image made with the tool is shown for each phrase of the song, ending in a totally new piece or video of the artist; The visual accompaniments that they are experiencing are also present, such as the 360º video of Bad Bunny where we are part of the meeting on the beach, when interacting with the images.
“YouTube Vibes Music” is a study that delves into the expressions and musical formats that are having relevance on the platform
to the beat of the streets
After isolation, the rhythms with local, popular, neighborhood, peripheral, representative and ancestral culture are gaining more and more strength, creating pride of identity in their listeners and social ties of greater strength; so live broadcasts or recordings of live events allow this force to be shown.
In Argentina we see Turreo Sessions with musicians strolling through neighborhoods and cities of the country or DondeBailoTV y Neon party in Cancun where they show events and sessions of local parties with live dancing.
