Kenyan Gen Z is obsessed with soothing, sad music – report

A new report by global music streaming platform Spotify has shed light on the listening habits of Kenyan Generation Z, commonly known as Gen Z.

Researchers use Gen Z to describe the group born between the late 1990s and the early 2010s.

Spotify found that “Chill vibes” has become a huge movement for many Gen Z Kenyans, attributing it to the group’s prioritising of their mental health and well-being.

“From Lo-Fi and sad melodies to chill vibes and easy listening anthems, the younger generation has wholeheartedly embraced these soothing sounds to navigate life's complexities in a fast-paced world,” the company said Monday.

Among the most listened to artists among the Kenyan Gen Z are the Canadian rapper Drake, US pop singer Billie Eilish, as well as R&B stars Khalid and The Weeknd.

Overall, the group was found to prefer introspective lyrics, delicate instrumentation and soul-stirring vocal performances, with their preferred themes being love, heartbreak, vulnerability, and self-reflection.

As for the timing of mellow music consumption, Spotify data showed that the 18-24 age group tend to seek solace in the mellowness of their favourite tunes during two distinctive periods; 6:00 pm and 9:00 pm.

 “Mellow music is a respite from the constant connectivity and information overload of the modern world, offering a space where listeners can find solace, connect with their emotions, and navigate the complexities of life at their own pace” Phiona Okumu, Spotify’s Head of Music for Sub-Sahara Africa, said.

Here are the Top 10 tracks on mellow playlists among Kenyan Gen Zs, according to Spotify:

 2.         Tom Odell - Another Love

 3.         Billie Eilish, Khalid - Lovely

 4.         James Arthur - Say You Won't Let Go

 5.         Giveon - Heartbreak Anniversary

 6.         Ruth B.- Dandelions

 7.         Lewis Capaldi - Before You Go

 8.         Libianca - People

 9.         Tate McRae - You broke me first

 10.       SZA - Kill Bill

 Top 5 mellow playlists among Kenyan Gen Zs:

 2.         Chill Hits

3.         Sad Songs

 4.         Soft Life

 5.         Sad Hour