2023-08-22 20:56:35
according to a study carried out by LiveDune, a social media management tool, artists such as Caetano Veloso, Marisa Monte and Ivete Sangalo have gained an ever-growing audience on their networks, especially among young people. This is because, as a form of entertainment, music can help increase focus and reduce anxiety levels, which can contribute to creativity and productivity at work.
By connecting young people with history and deep reflections, Caetano Veloso’s old songs refer to other periods of Brazilian history and culture. Leader of the Tropicalismo movement, with a wide trajectory on stage, the album Transa (1971) represents his return to Brazil, following political exile in the military regime and was celebrated in his most recent presentation, at the Festival Doce Maravilha, in Rio de Janeiro.
In turn, starting her career in Banda Eva, singer Ivete Sangalo has the Brazilian carnival as one of her main references. The artist goes viral on social media for her comments on stage during the shows. As an example of connection with the public and with the aim of generating experiences, through her “Portas” tour, singer Marisa Monte reported having placed a lot of focus on audiovisual, where the artist says that aesthetics were designed to enhance the meaning of the words sung and communication with the audience, bringing inspiration to viewers.
“With social networks, we can understand the impact that well-known artists, such as Caetano, Marisa and Ivete, in front of their different genres, inspire people’s creativity, where it is possible to clearly see the connection they have with the public, through the data”, points out Mónica Medina, marketing specialist and Country Manager at LiveDune.
Connecting with Young People
At the end of 2022, a search from Fan Study, Spotify’s analysis tool, identified that younger listeners enjoy older music. For listeners under 25, over the last four years, the share of total streams represented by music from the 80s has increased by 45%.
Nas social media it’s no different, the constant growth in the number of followers and the high public engagement rate on these artists’ profiles represent the impact they have on people’s lives. The participation of renowned artists in festivals that have a mostly young audience reinforces young people’s admiration for artists. On Caetano’s profile, the publications that receive the most interactions from people are also regarding his personal life, receiving, on average, more than half a million likes monthly, as shown by search performed by LiveDune.
Followed by more than 35 million people, Ivete Sangalo brings energy in her positions as an artist, either through her songs or through the networks, where her publications with the greatest public engagement are regarding her personal life, such as photos of her family and travels. Furthermore, the amount of comments in publications between May and July, there was a jump of 106.94%, in Marisa Monte’s profile, brought the study. The publications with the greatest interaction with the public are videos published of fans singing and getting emotional during the artist’s presentations, bringing spectators closer to the event.
Music in the Workplace
according to a study Guided by Dr. David Lewis-Hodgson of Mindlab International, a selection of music was released with the ability to reduce stress and anxiety by up to 65%. In the corporate environment, inserting music into everyday life is a practice increasingly adopted by young people, revealing notable effects on productivity and creativity. Choosing a comforting soundtrack can transform a space of tasks and commitments into a relaxed place, where music enters the routine to enhance well-being and, also, as an escape valve for daily tensions.
With easy access to streaming platforms, this habit reflects young people’s search for an emotional connection with the music they admire, making the work environment not only more efficient, but also more enriching, as reported by professor and sociologist Dr. Marek Korczynski, through a study on music at work, with a view on the historical division between work and leisure, referring to the industrialization period. There is also evidence that music makes people smarter, facilitating the development of learning, as shown by the testes carried out by the University of Toronto, which indicated an increase in the IQ of children when they were in contact with different music classes, compared to those who did not receive any classes related to the arts.
For Mónica Medina, with the frantic pace of professional day-to-day life, music becomes a strategic tool for people’s personal and professional development, providing an essential break amidst the constant marathon of deadlines and strategies from agencies and companies, making the people’s daily lives lighter and more productive.
Companies that identify the advantages of using music as a tool for creative insights, develop strategies to implement a more welcoming routine, such as playlist collaborative from LiveDune, which features several musical genres, from samba to rock, including international and Brazilian genres, and access to the playlist created on Spotify is open to all people who listen to music during work to be able to include their preferences.
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