What Younger Fans Want

MTV recently asked Millennials (those born between 1980 to 2000 and sometimes known as "Generation Y") just what they expected from their favorite musical artists. The results are decidedly different that what you'd get from other generations.

• They think music should be free, but they might buy it as a gesture of support.

• They really want an inside look at things. Nothing is too personal or mundane.

• They really want to be engaged. The more they're asked to be involved in creation or branding, the better.

• They crave interaction. Using multiple platforms to do so is okay.

• Shuffle-mode is just fine. They're really into musical diversity.

• There's no such thing as selling out. Blatant commercialism by an artist is almost expected.

We live in a new world where the concepts of old no longer apply. Anyone who doesn't evolve will be left behind because the music world, and music consumption, changes with new consumers. All you need to do is ask them.

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