IntroductionIn

March

of

this

year,

Luminate’s

data

revealed

that

the

global

music

industry

surpassedONE

TRILLION

streams

atthefastest

pace

yet

from

thestart

ofa

calendar

year

—takingonlythree

months.Thatmilestone

wasreached

a

fullmonthearlierin2023thanitwasin2022.Ourdataalso

revealed

thatphysical

saleswere

upacross

allformats

inQ1andthatISRCs

(tracks)

were

beingcreated

anduploadedathighervolumes

andpace

thaninprevious

years.

Inthefollowing

report,

we

explore

these

trends

andhowthey

are

de?ningthestate

ofthemusicindustry

inthe?rst

halfof2023.Asalways,

we

hopeour?ndingsare

bothinformative

andenlightening.

Luminateiscommitted

to

beinga

trusted,

objective

andaccurate

datasource

re?ecting

andserving

theentertainment

industry

at-large,

helpingto

bridgegapsinany

businessplanning.

TheCharts

includedinthisreport

are

presented

by

Billboard,

Luminate’sexclusive

chart

partner

for

more

thanthree

decades.A

B

O

U

T

L

U

M

I

N

AT

ELuminate

isthepreeminent

entertainment

dataandinsightscompany,unleashingaccess

to

themostessential,

objective,

andtrustworthy

informationacross

music,

?lm,television,

gaming,

short-form

videoandmore.

Luminate’sdatabases

house

information

compiled

from

over

500veri?ed

sources,managingmore

than20trilliondatapoints.Bands,Locals,TheBrands

&Lyrics

&Impacts

ofNew

TracksSuper

Fans

LanguageNow

more

thanever,

fans

holdthepower

ofin?uence

—

shapingtheways

theirfavoriteartists

make,

market

andrelease

music.Andwhileourdatashows

thatcollectable-loving

superfans

are

stilla

signi?cant

part

oftheyears-long

vinyl

salesgrowth

trend,

it’sThe?ndingsofthisreport

further

dive

intothebehaviors

ofthese

superfans,

whoaccount

for

15%ofthegeneral

populationofmusiclisteners

13+intheU.S.,

andhow

theyare

in?uencingtheevolution

ofmusicandartists’

relationships

withtheirlisteners.

A

fewsigni?cant

to

note

thatthegrowth

inDirect-to-

insightsrevealed

by

thereport

includetheConsumer(D2C)

salesofmusicfrom

artists’stores

are

up+20%so

far

thisyear,

withD2Cvinyl

salesupover

+25%.Thisstatonlyhighlightstheever-increasing

power

ofthesuperfan.fact

thatphysical

musicbuyers,

peoplewhopurchase

CDs,cassettes,

orvinyl,

are

morethan2xaslikely

(+128%)to

bemusicsuperfans.

They

also

spendmore

than80%moremoney

onmusiceachmonththantheaveragemusiclistener.Whatisa

superfan?

For

thepurposes

ofthisreport,

Luminate’s

research

methodologyde?nesa

“superfan”

asa

musiclistener

aged13+whoengageswithanartist

andtheircontent

inmultipleways,

from

streaming

tosocial

mediato

purchasing

physical

musicormerch

items

to

attending

live

shows.

MoreUnderstanding

these

consumer

behaviorsandevaluating

theminthecontext

ofourengagementdatafuelstheuseful

insightofthisreport

andhopefully,

makes

ita

valuabletool

for

industry

expertsmakinga

widerangeofbusinessdecisions;from

how

to

price

vinylspeci?cally,

thesuperfans

whowere

identi?ed

to

whichartist/brand

partnerships

are

mostinthestudiesreferenced

inthisreport

wereparticipants

thatself-reported

engagingwiththeirfavoriteartists

in5+ways.valuable

andeverything

inbetween.Bands,Locals,TheBrands

&Lyrics

&Impacts

ofNew

TracksSuper

Fans

LanguageIt’snosecret

thatnon-Englishlanguagemusic

The?rst

halfof2023hasseenCountry

gohasgrown

inpopularity,

bothintheU.S.

andgloballyover

thepastten

years,

especiallywithintheLatin

andK-Pop

genres,

bothofwhichhave

bothseen

unprecedentedsalesandstreaming

growth.

Buthow

manymusiclisteners

are

actuallyengagingwiththatcontent?According

to

Luminate’sMusic

360

research

datafrom

Q22023,40%ofU.S.

listeners

listen

to

musicina

languageotherthanEnglish.Spanish,French,

Korean,Japanese,

Italian,German,andArabic,

inthatorder,

are

themostpopularmusiclanguagesamongU.S.

musiclisteners.global.InMarch,

Luminate

reported

thatCountry

musichaditsbiggeststreaming

weekever

with2.22billionU.S.

On-Demandaudio(ODA)

streams,

partially

dueto

therelease

ofMorgan

Wallen’s

One

Thing

at

a

Time,

whichdelivered

over

20%ofthegenre’s

streamsduringitsrelease

week.Thegenre

reachedanew

hightheweek

ending6/1/23with2.26BU.S.

ODA

streams.Simultaneously,

we’re

seeing

Countrystreaming

boomacross

multipleinternationalmarkets.

Philippines,Indonesia,India,Brazil,Mexico,

Germany,

andVietnam,

noneofwhichare

primarilyEnglish-speakingterritories,are

allTo

p

10markets

forCountry

musicconsumption

inthe?rst

halfof2023.Thisreport

breaks

out

these

numbersand

providesanalysisonthedemographics

oflistenersacross

thegenres

andtheglobebringingthese

new

trends

into

focus.Boundariescontinue

to

bebroken

acrosslanguageandgeography

inthisdigitally-driven

era.

Anotherexample

isvisibleinCountry.

TheCountry

genre

hashistoricallybeenconsumed

by

EnglishspeakingAmericans.Bands,Locals,TheBrands

&Lyrics

&Impacts

ofNew

TracksSuper

Fans

LanguageInMay,

Luminate

revealed

thatinQ1of2023anaverage

of120KISRCs

(newtracks

registered

toa

uniquenumber)

wereuploadedto

thestreaming

platformseveryday,

representinga

28%increase

over

2022’swholeyear

average

of93.4KISRC’s

perday.Whenwe

includetheQ22023activity,

ourdailyaverage

isnow

112Ksongs.Ghostwriter,

wasproduced

withtheuse

ofAI,whichgenerate

soundalike

vocals

thatemulated

theartists

Drake

andTheWeeknd.Thesong,

whichinitiallytook

o?intheU.S.,spread

quicklyto

othermarkets

andreceivedmore

than30Kstreams

perday

ina

two-week

periodfrom

Australia,

Canada,GermanyandtheUnited

Kingdomalone—

forcingthemusicindustry

to

consider

AI’spotentialglobalimpact.Inthisreport

we

breakdown

how

manyofthose

ISRCs

come

from

majorlabeldistributionvs.therest

oftheindustry.

Wealso

know

thisconversation

needsto

includetheAIofitall,especiallyasintelligent

toolsincrease

thespeedwithwhichmusiccan

bemadeandreleased.

Oneofthisyear’s

mostinfamous

songs,“Heart

onMySleeve”

byBeyond

thedeepfake

hitsthisreport

alsoexamines

theincreasing

demandfor

moodmusic,

whichcreators

usingAIcan

producemore

easily,

andhow

audiences’

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