Multicultural Audio: Social and globally influential
In 2025, audio has evolved far beyond entertainment. It’s become a shared language of identity, creativity, and community — where listeners don’t just consume, they participate. From playlists to podcasts, the soundtrack of everyday life is now a reflection of who people are and what they value most.
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67%
of Hispanics listen to music daily compared to 61% Total Pop.
Our latest insights reveal that Multicultural Americans are leading this transformation, redefining how music, streaming, and fandom intersect. They are setting the tone for a future where audio is immersive, interactive, and deeply cultural.
Key Insight #1: A Full-Spectrum Experience
For today’s audiences, listening isn’t passive — it’s social, expressive, and communal. Multicultural listeners are driving this shift, curating playlists that reflect identity, joining livestreams to connect with artists, and using short-form video and fan communities to shape trends in real time.
Platforms like YouTube, Spotify, and SoundCloud are responding, creating new ways for fans to engage — from loyalty features and collaborative playlists to interactive artist content. The result: a dynamic ecosystem where discovery, participation, and belonging merge seamlessly.
Key Insight #2: Heritage Meets Innovation
Culture and creativity are intertwined. Multicultural audiences balance tradition and modernity in ways that are redefining sound. Latin music continues to dominate global charts, Asian American fandoms are fueling K-pop’s U.S. momentum, and Black creators remain the architects of American music’s most influential genres.
Podcasts are extending this connection further, offering a space for storytelling, reflection, and redefinition. Whether it’s exploring identity or celebrating shared experience, audio is amplifying voices that have long shaped the cultural rhythm.
Why It Matters for Brands
For marketers, audio is no longer an afterthought — it’s a cultural stage. Brands that authentically engage in these spaces can build credibility and community by meeting audiences where they live, listen, and express themselves. From concert sponsorships to branded playlists, the opportunity lies in creating shared moments of meaning.
In this new soundscape, authenticity isn’t just a strategy — it’s the entry ticket.
Download an excerpt to explore how brands can authentically engage with Multicultural audiences through music, podcasts, and live experiences — and discover what’s next for the culture of sound.