Music Engagement for the Next Generation

Youth Music

We partnered with Youth Music to evolve and relaunch their Sounds of the Next Generation (SONG) survey, expanding it from ages 7–17 to a fully representative 0–25 sample across the UK.

Through careful redesign, we boosted inclusivity, enabled comparison with the 2018 Ipsos Mori wave, and crafted an engaging survey that worked for both self‑completion and co‑completion with young children.

Our research uncovered how music participation is shifting - from changing barriers to declining access to traditional instruments - while surfacing statistically significant differences among global majority and disabled young people.

The findings were shaped into a highly shareable output that landed in major media outlets including the Daily Express, Rolling Stone and Music Radar, strengthening Youth Music’s advocacy and communications.

Impact:

A robust, inclusive evidence base that informs national conversation on music participation - empowering Youth Music to champion equity, unlock funding opportunities, and advocate for meaningful change in how young people engage with music.