2026 is the new 2016: Why the music industry can't ignore the nostalgia wave
Luminate's latest report proves that Gen Z is listening to music older than they are. Here is what that means for your catalog strategy.
There may be no more powerful trend making its mark on 2026 than the nostalgia that pervades pop culture. Look no further than social media, where the ubiquitous "2026 is the new 2016" rallying cry has dominated the early part of the year.
Some of the biggest songs released this year are blatant throwbacks to the 1990s and Y2K. Analog media, such as CDs and cassettes, have found renewed popularity among those younger than Spotify itself. If you manage an artist with a back catalogue, this is a massive opportunity.
Gen Z is listening to music older than they are
According to Luminate's June 2026 Special Report, consumers ages 13 to 24 are increasingly turning away from current music to engage with songs released before they were born.
Between 2021 and 2025, the share of Gen Z listeners favouring 2020s music steadily declined, while the share favouring 1990s or earlier music rose. This is directly relevant to artist positioning and release strategy. Catalog releases are demonstrably outperforming fresh drops in certain demographics.
The 2010s are due for a revival
The data also reveals a fascinating intergenerational music theory. Each age group's music preferences predominantly take shape during their teen years. Consequently, the resurgence of those preferences can be anticipated years later when that age group has children.
Songs from the 2010s are currently less popular, but a comeback is imminent. The cohort of listeners most likely to return to 2010s music are Gen Zers still carrying the influences of their parents' music preferences.
What this means for artist managers
If you want brand deals, your 2010s fans are your best audience. Fans of 2010s music are the most likely to say they can be influenced to buy a product if an artist they like has endorsed it.
Furthermore, physical media is back. Gen Z is buying cassettes for nostalgia they never lived. Keep an eye on your streaming data, secure your fan CRM, and do not be afraid to lean heavily into catalog marketing this year.
