Spotify’s new report delves into how UAE’s Gen Zs are driving culture

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Updated 30 September 2022
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Spotify’s new report delves into how UAE’s Gen Zs are driving culture

  • Annual Culture Next report reveals the behaviors, attitudes and mindsets of GenZs in the UAE

DUBAI: Spotify has released the UAE edition of its annual global culture and trends report, Culture Next.

In the fourth edition of the report, the second to feature the UAE, Spotify delves deeper into the behaviors, attitudes and mindsets of their largest audience segment, Generation Z (aged 15 to 25), and how they differ from Generation Y, known as millennials (26 to 40).

In 2021, Gen Zs globally streamed music more often than they used any other media (including videos, games, and TV), and shared more Spotify playlists and engaged in more group listening sessions than any other generation, according to the report.

In the first quarter of 2022 alone, 18 to 24-year-olds have played more than 578 billion minutes of music on Spotify — more than any other segment, and roughly 16 billion more minutes than millennials, or 25 to 34-year-olds, around the world.

“Audio has always been part of our lives,” Mark Abou Jaoude, Spotify’s head of music in the Middle East and North Africa, told Arab News.

“Streaming is being seen more and more as a key driver for discovery and the formation of a global community that identifies with one another through audio. It’s a way of self-expression and it's screenless,” he added.

Video, as a format, has grown in popularity in recent times, spurred by short-form video such as that on TikTok and Instagram’s Reels.

Jaoude, however, stresses the importance of audio, particularly for Gen Zs. “A video with no audio is hard to comprehend, for example, but a pure audio piece is not. Audio enriches storytelling,” he said.

The report highlights key differences between Gen Zs and millennials, with the former having gone from an “emerging” generation to the “center stage of culture.”

Firstly, while both generations are stressed, Gen Zs are more so. “Millennials were raised in a boom, Zs in a bust,” said Jaoude. They have experienced significant downturns associated with the crash of 2008 and later COVID-19, which they experienced mostly as adults, he explained.

In this environment, they are turning to audio as a safe space. Fifty-nine percent of 18 to 24-year-olds in the UAE said they turn to podcasts to get answers to hard or personal questions before talking to their families about it, and 66 percent said they listen to podcasts to inform the conversations they have with their friends.

Moreover, according to 68 percent of Gen Zs in the UAE, audio helps them understand themselves better, and 80 percent said it allows them to explore different sides of their personality.

All of this means that for Gen Zs, audio has always been a part of their lives, and they use it for everything from creativity and self-expression, to discovering aspects of their own personality.

The second factor setting Gen Zs apart is that they are “the most racially and culturally diverse generation and therefore they demand this diversity be reflected through their lifestyle, the brands they engage with, social media and the audio they consume,” according to Jaoude.

Self-expression and creativity are core to this generation and so, “they lean into music, artists, podcasts, and playlists to shape the stories they tell about themselves,” he added.

FASTFACTS

66 percent listen to podcasts to inform the conversations they have with their friends.

82 percent said they had learned something about themselves by looking back on their listening habits.

74 percent believe that their listening habits tell a story about who they are.

78 percent listen to music from movies or shows because they like to feel like they are a character in the story.

71 percent like listening to and watching media from earlier decades because it reminds them of when things were simpler.

75 percent like it when brands bring back old aesthetic styles.

72 percent love it when brands produce retro products or content.

For instance, 82 percent in the UAE said they had learned something about themselves by looking back on their listening habits, and 74 percent believe that their listening habits tell a story about who they are.

It might appear that they are self-involved, but according to the report, they are driving the “main-character energy” trend, in which people use social media or digital audio to make themselves feel like the center of attention. This is evident in the popularity of playlists like “My Life is a Movie” and ones containing “POV” in the title.

Seventy-eight percent of Gen Zs in the UAE listen to music from movies or shows because “they like to feel like they are a character in the story,” according to Jaoude, and 79 percent of all Spotify playlists globally with “POV” in the title were created by Gen Zs.

Jaoude said: “They are experts in structuring and communicating their individual stories through playlists. They create their own playlists on Spotify and even use collaborative playlist features to ask their friends and community to exchange songs.”

While millennials are known for being nostalgic, Gen Zs go even further down memory lane, he added. They are “reinventing nostalgia” by filtering pop culture “through a contemporary perspective to access and inspire something new and unique to them,” he said.

Millennials are nostalgic for the times they have lived through; Gen Zs, on the other hand, are nostalgic for eras that offer some form of reprieve from current times, which they find stressful and anxiety-inducing.

“Among Zs, the past is all fuel for the future — and that is true for more than music,” Jaoude said.

It is why 71 percent of Gen Zs in UAE said they like listening to and watching media from earlier decades — because it reminds them of when things were simpler, and 75 percent like it when brands bring back old aesthetic styles, while 72 percent love it when brands produce retro products or content.

“You will see that movement in today’s fashion and the sound of music; there’s a lot of borrowing from previous eras and artists add their personal flair or vision to that sound,” said Jaoude.

Gen Zs’ unique problems, and habits, provide an untapped opportunity for marketers. As Jaoude said: “They are seeking new opportunities to share themselves through audio — and looking to brands to help make it happen.”

Forty-nine percent in the UAE said they like being able to select the ad they listen to on a digital audio streaming service, and more than a third said they like it when they can interact with ads.

For example, Spotify worked with Adidas on the “Nite Jogger” campaign where they created a custom digital experience that gleaned the “sonic traits” of listeners’ nighttime streaming activity to create a custom playlist unique to each individual. The campaign racked up 32.4 million impressions and over 9 million unique visitors.

“While brands of the past may have prioritized keeping an iron grip over their messaging, there’s a huge opportunity to connect with the next generation by handing the reins over to them and allowing them to customize their experience — especially in the space of audio,” said Jaoude.
 


Lebanese security forces arrest ‘TikTok influencer’ using platform to lure, assault minors

Updated 03 May 2024
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Lebanese security forces arrest ‘TikTok influencer’ using platform to lure, assault minors

  • Lebanese police say they arrested six, including three minors, involved in sexual assaults against minors

LONDON: Lebanese authorities arrested on Wednesday six people for their alleged involvement in sexual assaults on children, sometimes using the video-sharing platform TikTok to lure minors.

The Internal Security Forces said in a statement that among those arrested was a “TikTok influencer,” who is also a hairdresser, according to local media.

The six suspects are reportedly part of a criminal network comprising around 30 individuals involved in assaults against at least 30 children.

The Lebanese police said in a statement that “based on information obtained by the Cybercrime Bureau of the Judicial Police, and following a complaint lodged by a number of minors with the Public Prosecutor’s Office concerning sexual assaults, compromising photos and incitement to take drugs by members of a gang, the bureau in question has been able to arrest, to date, six people in Beirut, Mount Lebanon and North Lebanon.”

The arrested suspects also include three minors of Lebanese, Turkish, and Syrian nationalities who were active on TikTok, according to the statement.

Highlighting that the case has been probed for about a month, the Lebanese police vowed that “the investigation is continuing with a view to arresting all members of the gang.”

The head of the network, a famous TikTok personality, purportedly abused his fame and invited children to shoot TikTok videos with him, the independent Lebanese TV channel Al-Jadeed reported.

The TikToker would cut the children’s hair to gain their trust before inviting them to a party, where his accomplices sexually assaulted the children.


Violence against environmental journalists rises: Report

Updated 03 May 2024
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Violence against environmental journalists rises: Report

  • State actors repsonsible for the attacks in most cases, says UNESCO

SANTIAGO: Journalists who report on environmental issues face increasing violence around the world from both state and private actors, UNESCO said on Thursday, highlighting that 44 of these journalists have been murdered between 2009 and 2023.
More than 70 percent of the 905 journalists the agency surveyed in 129 countries said they had been attacked, threatened or pressured, and that the violence against them had worsened — with 305 attacks reported in the last five years alone.
UNESCO, the UN cultural agency, listed in its report physical attacks such as injuries, arrests and harassment, as well as legal actions, including defamation lawsuits and criminal proceedings, among others.
At least 749 journalists, groups of journalists and media outlets have been attacked in 89 countries across all regions, its report said, with state actors being responsible for at least half and private for at least a quarter.
“State actors — police, military forces, government officials and employees, local authorities — are responsible for most of the attacks for which perpetrator information is available,” the report said.
These journalists were covering a wide range of topics, including protests, mining and land conflicts, logging and deforestation, extreme weather events, pollution and environmental damage, and the fossil fuel industry.
Men were more frequently attacked in general and women more frequently digitally, the report said.
Of the 44 journalists that were murdered in 15 countries while reporting on environmental issues, the report said only five cases resulted in convictions. Perpetrators remain unidentified in 19 of the 44 murders.
At least 24 journalists survived murder attempts.


UNESCO awards press prize to Palestinian journalists in Gaza

Updated 03 May 2024
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UNESCO awards press prize to Palestinian journalists in Gaza

  • UN director says prize is tribute to their courage

PARIS: UNESCO on Thursday awarded its world press freedom prize to all Palestinian journalists covering the war in Gaza, where Israel has been battling Hamas for more than six months.
“In these times of darkness and hopelessness, we wish to share a strong message of solidarity and recognition to those Palestinian journalists who are covering this crisis in such dramatic circumstances,” said Mauricio Weibel, chair of the international jury of media professionals.
“As humanity, we have a huge debt to their courage and commitment to freedom of expression.”
Audrey Azoulay, director general at the UN organization for education, science and culture, said the prize paid “tribute to the courage of journalists facing difficult and dangerous circumstances.”
According to the New York-based Committee to Protect Journalists (CPJ), at least 97 members of the press have been killed since the war broke out in October, 92 of whom were Palestinians.
The war started with Hamas’s unprecedented October 7 attack on Israel that resulted in the deaths of 1,170 people, mostly civilians, according to an AFP tally of Israeli official figures.
Israel estimates that 129 captives seized by militants during their attack remain in Gaza. The military says 34 of them are dead.
Israel’s retaliatory offensive against Hamas has killed at least 34,596 people in Gaza, mostly women and children, according to the Hamas-run territory’s health ministry.


Russian state media is posting more on TikTok ahead of the US presidential election, study says

Updated 03 May 2024
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Russian state media is posting more on TikTok ahead of the US presidential election, study says

  • State-linked accounts are also active on other social media platforms and have a larger presence on Telegram and X than on TikTok, says Brookings Institution report
  • The report comes after Biden last month signed legislation forcing TikTok’s parent company — China-based ByteDance — to sell the platform or face a ban in the US

Russian state-affiliated accounts have boosted their use of TikTok and are getting more engagement on the short-form video platform ahead of the US presidential election, according to a study published Thursday by the nonprofit Brookings Institution.

The report states that Russia is increasingly leveraging TikTok to disseminate Kremlin messages in both English and Spanish, with state-linked accounts posting far more frequently on the platform than they did two years ago.
Such accounts are also active on other social media platforms and have a larger presence on Telegram and X than on TikTok. However, the report says user engagement — such as likes, views and shares — on their posts has been much higher on TikTok than on either Telegram or X.
“The use of TikTok highlights a growing, but still not fully realized, avenue for Russia’s state-backed information apparatus to reach new, young audiences,” reads the report, which drew data from 70 different state-affiliated accounts and was authored by Valerie Wirtschafter, a Brookings fellow in foreign policy and its artificial intelligence initiative.
The study notes that most posts do not focus on US politics but other issues, like the war in Ukraine and NATO. However, those that do tend to feature more divisive topics like US policy on Israel and Russia, and questions around President Joe Biden’s age, the Brookings report says.
A TikTok spokesperson said the company has removed covert influence operations in the past and eliminated accounts, including 13 networks operating from Russia.
The spokesperson said TikTok also labels state-controlled media accounts and will expand that policy in the coming weeks “to further address accounts that attempt to reach communities outside their home country on current global events and affairs.”
The Brookings report comes after Biden last month signed legislation forcing TikTok’s parent company — China-based ByteDance — to sell the platform or face a ban in the US. The potential ban is expected to face legal challenges.


US media experts demand review of New York Times story on sexual violence by Hamas on Oct. 7

Updated 03 May 2024
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US media experts demand review of New York Times story on sexual violence by Hamas on Oct. 7

  • 64 American journalism professionals sign letter accusing the newspaper of failing to do enough to investigate and confirm the evidence supporting the allegations in its story
  • It concerns a story headlined ‘Screams Without Words: Sexual Violence on Oct. 7’ that ran on the front page of the newspaper on Dec. 28

CHICAGO: Sixty-four American journalism professionals signed a letter sent to New York Times bosses expressing concern about a story published by the newspaper that accused Palestinians of sexual violence against Israeli civilians during the Oct. 7 attacks.
It concerns a story headlined “Screams Without Words: Sexual Violence on Oct. 7” that ran on the front page of the newspaper on Dec. 28 last year.
In the letter, addressed to Arthur G. Sulzberger, chairperson of The New York Times Co., and copied to executive editors Joseph Kahn and Philip Pan, the journalism professionals, who included Christians, Muslims and Jews, demanded an “external review” of the story.
It is one of several news reports by various media organizations that have been used by the Israeli government to counter criticisms of the brutal nature of its near-seven-month military response to the Hamas attacks, during which more than 34,000 Palestinians have been killed and most of the homes, businesses, schools, mosques, churches and hospitals in Gaza have been destroyed, displacing more than a million people, many of whom now face famine.
The letter, a copy of which was obtained by Arab News, states that “The Times’ editorial leadership … remains silent on important and troubling questions raised about its reporting and editorial processes.”
It continues: “We believe this inaction is not only harming The Times itself, it also actively endangers journalists, including American reporters working in conflict zones, as well as Palestinian journalists (of which, the Committee to Protect Journalists reports, around 100 have been killed in this conflict so far).”
Shahan Mufti, a journalism professor at the University of Richmond, a former war correspondent and one of the organizers of the letter, told Arab News that The New York Times failed to do enough to investigate and confirm the evidence supporting the allegations in its story.
“The problem is the New York Times is no longer responding to criticism and is no longer admitting when it is making mistakes,” he said. The newspaper is one of most influential publications in the US, he noted, and its stories are republished by smaller newspapers across the country.
This week, the Israeli government released a documentary, produced by pro-Israel activist Sheryl Sandberg, called “Screams Before Silence,” which it said “reveals the horrendous sexual violence inflicted by Hamas on Oct. 7.” It includes interviews with “survivors from the Nova Festival and Israeli communities, sharing their harrowing stories” and “never-before-heard eyewitness accounts from released hostages, survivors and first responders.”
In promotional materials distributed by Israeli consulates in the US, the producers of the documentary said: “During the attacks at the Nova Music Festival and other Israeli towns, women and girls suffered rape, assault and mutilation. Released hostages have revealed that Israeli captives in Gaza have also been sexually assaulted.”
Critics have accused mainstream media organizations of repeating unverified allegations made by the Israeli government and pro-Israel activists about sexual violence on Oct. 7, with some alleging it is a deliberate attempt to fuel anti-Palestinian sentiment in the US and help justify Israel’s military response.
Some suggest such stories have empowered police and security officials in several parts of the US to crack down on pro-Palestinian demonstrations, denouncing the protesters as “antisemitic” even though some of them are Jewish.
New York Mayor Eric Adams, for example, asserted, without offering evidence, that recent protests by students on college campuses against the war in Gaza had been “orchestrated” by “outside agitators.”
Israeli Prime Minister Benjamin Netanyahu has said the protests against his country’s military campaign in Gaza are antisemitic in nature.
Jeff Cohen, a retired associate professor of journalism at Roy H. Park School of Communications at Ithaca College, told Arab News The New York Times story was “flawed” but has had “a major impact in generating support for Israeli vengeance” in Gaza.
He continued: “Israeli vengeance has claimed the lives of tens of thousands of civilians. That’s why so many professors of journalism and media are calling for an independent investigation of what went wrong.
“That (New York Times) story, along with other dubious or exaggerated news reports — such as the fable about Hamas ‘beheading babies’ that President Biden promoted — have inflamed war fever.”
Cohen said the US media “too often … have promoted fables aimed at inflaming war fever,” citing as an example reports in 1990 that Iraqi soldiers had removed babies from incubators after their invasion of Kuwait. The assertions helped frame anti-Iraqi public opinion but years later they were proved to be “a hoax,” he added.
“On Oct. 7, Hamas committed horrible atrocities against civilians and it is still holding civilian hostages,” Cohen said. “Journalists must tell the truth about that, without minimizing or exaggerating, as they must tell the truth about the far more horrible Israeli crimes against Palestinian civilians.
“The problem is that the mainstream US news media have a long-standing pro-Israel bias. That bias has been proven in study after study. Further proof came from a recently leaked New York Times internal memo of words that its reporters were instructed to avoid — words like ‘Palestine’ (‘except in very rare cases’), ‘occupied territories’ (say ‘Gaza, the West Bank, etc.’) and ‘refugee camps’ (‘refer to them as neighborhoods, or areas’).”
Mufti, the University of Richmond journalism professor, said belligerents “on both sides” are trying to spin and spread their messages. But he accused Israeli authorities in particular of manipulating and censoring media coverage, including through the targeted killing of independent journalists, among them Palestinians and Arabs, and said this was having the greatest impact among the American public.
“Broadly speaking, a lot of the Western news media, and most of the world news media, do not have access to the reality in Gaza,” he said. “They don’t know. It is all guesswork.
“They are all reporting from Tel Aviv, they are reporting from Hebron, they are reporting from the West Bank. Nobody actually knows what the war looks like. It is all secondhand information.
“Most of the information is coming through the Israeli authorities, government and military. So, of course, the information that is coming out about this war is all filtered through the lens of Israel, and the military and the government.”
Mufti said the story published by The New York Times “probably changed the course, or at least influenced the course, of the war.”
He said it appeared at a time when US President Joe Biden was pushing to end the Israeli military campaign in Gaza “and it entirely changed the conversation. It was a very consequential story. And it so happens it was rushed out and it had holes in it … and it changed the course of the war.”
Mohammed Bazzi, an associate professor with the Arthur L. Carter Journalism Institute at New York University, told Arab News the letter demanding an “external review” of the story is “a simple ask.”
He added: “This story, and others as well, did play a role” in allowing the Israeli military to take action beyond acceptable military practices “and dehumanize Palestinians.” Such dehumanization was on display before Oct. 7, Bazzi said.
“In the Western media there seemed to be far less sympathetic coverage of Palestinians in Israel’s war in Gaza as a consequence of these stories,” he continued.
“We have seen much less profiles of Palestinians … we are beyond 34,000 Palestinians killed but we don’t have a true number or the true scale of the destruction in Gaza — there could be thousands more dead under the rubble and thousands more who will die through famine and malnutrition. This will not stop, as a consequence of what Israel has done.”
Bazzi said the Western media has contributed to the dehumanization of Palestinians more than any other section of the international media, while at the same time humanizing the Israeli victims.
“The New York Times has a great influence on the US media as a whole and sets a standard” for stories and narratives that other media follow, which is “more pro-Israel and less sympathetic to Palestinians,” he added.
Bazzi, among others, said The New York Times has addressed “only a handful of many questions” about its story and needs to do more to present a more accurate account of what happened on Oct. 7.
The letter to New York Times bosses states: “Some of the most troubling questions hovering over the (Dec. 28) story relate to the freelancers who reported a great deal of it, especially Anat Schwartz, who appears to have had no prior daily news-reporting experience before her bylines in The Times.”
Schwartz is described as an Israeli “filmmaker and former air force intelligence official.”
Adam Sella, another apparently inexperienced freelancer who shared the byline on the story, is reportedly the nephew of Schwartz’s partner. The only New York Times staff reporter with a byline on the story was Jeffrey Gettleman.
Media scrutiny of the story revealed that “Schwartz and Sella did the vast majority of the ground reporting, while Gettleman focused on the framing and writing,” according to the letter.
The New York Times did not immediately respond to requests by Arab News for comment.