Growing Generation Z audiences: Untapped audiences of Chinese Instrumental Music in Singapore

While the arts in Singapore $nd new ways to propel in a new pandemic world, traditional arts consequently too, face increasing challenges in withstanding the currents of modernisation (Quek 2020, 29). Attracting new audiences amidst the current backdrop of digitisation is a priority for Chinese instrumental music companies. Generation Z (Gen Z) are soon to be the most populous generation as they are accountable for more than one-third of the global population of 7.7 billion (Deloitte 2019, 22). Speci$ed as those born a#er 1995, Gen Z will eventually be key stakeholders of the arts as the generation grows and matures as audiences and patrons.2