For a while, many Germans snubbed music in their native tongue, choosing instead to listen to 'cooler' music sung in English. It the same globalization movement seen in many other countries. However, it looks like Germans are taking a new interest in bands from their own country.
The MTV Newcomer Award winning German band Tokio Hotel (seen in image 7) has played a huge role in this movement. Just a few years ago, very few people were interested in German music, especially if the lyrics were in German. Things are changing though and now many young German artists are captivating the hearts of teenagers.
Fräulein Wunder (seen in images 1-4), Killerpilze (5 and 6) and Lady Bitch Ray (8 and 9) as well as Tokio Hotel convey their music with authentic lyrics, individual fashion expressed through unique outfits and sometimes use shockingly blunt lyrics about sex.
I wouldn't be surprised if another German band makes the steps toward being an internationally successful act.
CDs and merchandise for Tokio Hotel, Killerpilze and Fräulein Wunder are all sold at www.deutschrock.de. Founded in Germany, the company belongs to Universal Music Group.
Re-Embracing Local Music
German Bands Captivate Teens
Trend Themes
1. Local Music Resurgence - The trend of embracing local music is on the rise among young people, creating opportunities for small local bands to gain large followings.
2. Non-english Music Boom - There is a growing interest in non-English language music, particularly amongst the younger generation.
3. Authenticity and Shock Value in Music - Listeners are increasingly seeking music with authentic lyrics and unique fashion sense that can shock with blunt lyrics about taboo topics.
Industry Implications
1. Music Industry - The Music industry stands to benefit from a resurgence in the popularity of local and non-English language music.
2. Fashion Industry - The fashion industry can experiment with and provide new looks and styles for young people who like to embrace individuality when it comes to their appearance.
3. Language Learning Industry - The trend of consuming non-English language music can lead to an increase in the demand for language learning services, particularly for German artists who are gaining popularity.