BrandArena: Spotify Data reveals Nigerian Gen Z's unwavering love for mellow music

Tuesday 30 May 2023

Spotify Data reveals Nigerian Gen Z's unwavering love for mellow music

In the world of music genres and emotions, there exists a unique space for mellow beats, effortlessly transporting us to tranquillity and introspection. Among Gen Z listeners in Nigeria, one trend shines brightly—their unwavering love for mellow music. From Lo-Fi and sad melodies to chill vibes and easy-listening anthems, the younger generation has wholeheartedly embraced these soothing sounds to navigate life's complexities in a fast-paced world.

Whether it's the introspective lyrics, delicate instrumentation, or soul-stirring vocal performances, according to Spotify data, mellow music has become a trusted companion for Gen Z across Africa as they embrace the beauty of vulnerability and emotional depth.

For instance, in Nigeria, Tom Odell's Another Love, a track that delicately weaves a tale of pain and longing, illustrating the struggle to release a love that has faded away is the most listened-to mellow song among Gen Zs, along with Billie Eilish's Lovely (with Khalid). 

These standout songs, along with the others, offer a diverse range of introspective and emotive experiences. They touch upon universal themes of love, heartbreak, vulnerability, and self-reflection, making them resonate deeply with Gen Zs. Through their relatable lyrics and melodies, these songs provide a refuge for young listeners, offering solace and understanding amidst the complexities of their own personal journeys.

These tracks have found their home in meticulously curated mellow playlists like Chill Hits, Sad Songs, and Soft Pop Hits among others. These playlists serve as sanctuaries for the wounded hearts seeking solace, reminding them that they are not alone in their struggles.

As for the timing of mellow music consumption, the 18-24 age group tends to seek solace in the mellowness of their favourite tunes during two distinctive periods: at 7:00 PM as they wind down from the day and 11.00PM as they navigate their late night feels.

“Mellow music is a respite from the constant connectivity and information overload of the modern world, offering a space where listeners can find solace, connect with their emotions, and navigate the complexities of life at their own pace,” says Phiona Okumu, Spotify’s Head of Music for Africa.

Below is how Nigerian Gen Zs are consuming mellow music.

Top 10 tracks on mellow playlists among Nigerian Gen Zs

Another Love - Tom Odell
Lovely - Billie Eilish ft. Khalid
Someone You Loved - Lewis Capaldi
Dandelions - Ruth B.
Before You Go - Lewis Capaldi
Arcade - Duncan Laurence
Get You The Moon (feat. Snøw) - Kina, Snøw
You broke me first - Tate McRae
Let Me Down Slowly - Alec Benjamin
Soso - Omah Lay

Top 5 mellow playlists among Nigerian Gen Zs
  • Chill Hits
  • Sad Songs
  • Soft Pop Hits
  • Chill Bops
  • Mellow Bars

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