Younger generations hungry for retro music

How does a retro hit  make a modern day comeback?

Singer Kate Bush was as blown away as everyone else when Running Up That Hill topped the charts 37 years after the song was first released.

An 80s pop hit going to number one in 2022?

It’s no fluke, according to a new study out of the US, and the strategic placement of Running Up That Hill in the hit Netflix sci-fi series Stranger Things lit the fuse.

“While it may seem like a supernatural event, our research shows that music from the ‘80s and ‘90s still enjoys broad popular appeal,” says Grant Gregory, Research Manager at Luminate.

In an article for the global consultancy organisation, he says “Listeners in the US indicate that music from these decades is equally as popular as music released in the 2020s”

Gregory notes that some of the popularity of music from these decades can be attributed to older generations listening to songs released when they were teenagers and young adults.

But Gen Xers listening to their favourite records from their adolescence is only half of the story.

“Our research suggests that music from the ‘80s and ‘90s could have more staying power than other decades. This is because younger generations listen to music that was relevant before they were teenagers/young adults at much higher rates than previous generations.”