Generation Alpha and music: the influence of TikTok on music consumption

This article explores the relationship between Generation Alpha and music. TikTok has become increasingly important in the social media landscape and is the preferred platform of younger audiences. The short-video platform uses excerpts of songs, with lip-sync and dance videos among its most popular formats. Our qualitative approach combines open-ended questionnaires with experts and focus groups with members of Generation Alpha to investigate the role of TikTok in shaping this generation’s music consumption. The findings indicate that TikTok is essential in setting trends, helping young people discover new songs, fostering a sense of community, and diversifying patterns of music consumption.