21st September 2021: Music may just be the best medicine, as families who listen to tracks together say it helps them form better bonds (42%) and makes them less likely to argue (32%). The bond is most felt by those in their 20s (51%), with this age group also most likely to feel a connection to their parents’ musical tastes (52%).
According to the research by Virgin Media, this feeling of connection comes from people finding out they like an artist their parents loved (44%), hearing parents’ stories whilst listening to music from former years (44%) and the shared experience of singing along to their favourite tracks (36%).
And this musical connection has clear benefits, as families say that some songs help them to open up (33%), have honest conversations about how they’re feeling (30%) and even solve arguments (26%).
The research was conducted by Virgin Media, ahead of Club Rewind, an inter-city connected club experience that is taking place in London and Glasgow simultaneously on Wednesday 22nd September.
The theme of Club Rewind was voted for by over 40,000 members of the British public who decided that noughties Ibiza was the clubbing era they’d most like to relive.
Ibiza legend Pete Tong and his DJ daughter Becky, who are both performing sets at Ministry of Sound, reminisce about noughties Ibiza as they get ready for the livestreamed event.
Virgin Media’s Club Rewind event and livestream will come from two ‘connected clubs’ – headlined by Pete Tong in London and Carl Cox in Glasgow. The DJs will alternate songs for a shared virtual set, using Virgin Media’s hyperfast gigabit broadband service, Gig1, simultaneously bringing noughties Ibiza to both venues plus those streaming from home.
Pete and Becky Tong may not be the only family pairing on the night, as research findings show that nearly one in four (24%) of those aged 21-22 go clubbing with their parents and over one in 10 (12%) wish they did.
And while Pete has been a big inspiration in Becky’s career – music lovers were most likely to say that they prefer their parents’ tastes equally (42%), however dads’ back catalogues were found to be slightly more popular than mums’ (17% vs 14%).
But music isn’t just passed down through generations, it’s handed up too, with 80% of parents saying their kids have introduced them to new music through avenues such as YouTube (41%) and TikTok (21%).
In fact, parents say listening to their kids’ musical influences has helped them to understand their children better (59%), see things from their point of view (62%) and relate to them in a different way (58%).
A big part of this is live music. More than half of parents (55%) take their kids to concerts and 39% can remember their very first concert together. Interestingly, more than three quarters (76%) of parents who remember taking their kid to their first concert, said it was one of the best experiences in their life. It doesn’t need to be the parents’ choice of music either – with two thirds (66%) saying they secretly enjoyed it despite it being an artist they weren’t familiar with.
Simon Groves, Director of Brand and Marketing at Virgin Media O2, said: “This research shows the connective power of music and its role in bringing generations together – whether that’s experiencing a first gig with a parent or sharing song recommendations with family members.
“With Club Rewind, we’re bringing back a music scene from 20 years ago but reimagining it with future-proof tech. Using our gigabit broadband, we’ll be connecting two venues at opposite ends of the UK with a virtual back-to-back set, while streaming it online and via Channel 100 for people at home to enjoy.”
Ibiza legend Pete Tong added: “Since Becky was young, we have always connected over music. It’s great that she’s making a career from it now too. But before that, there have been countless occasions where we’ve introduced one another to music or artists we love, and it was just something we could enjoy together.
“I’m looking forward to her playing on the same bill as me at Virgin Media’s Club Rewind, but we’ll be watching the other acts together as music fans too”.
The genres that bring people together vary. While pop is most likely (24%), families also connect over a shared love of rock (15%), disco (11%), soul (10%) and dance (9%).
Virgin Media’s Club Rewind will be livestreamed from 10pm on Wednesday 22nd September. Those wanting to find out more can visit www.virginmedia.com/clubrewind
Virgin Media customers can tune in on Channel 100 or stream live from 10pm visit https://bit.ly/vmclubrewind