Streaming platforms such as Spotify and TikTok have made international artists part of mainstream playlists, creating new opportunities for cultural exchange among students. According to a 2023 study by Luminate Data, “Millennials and Gen Z were the top generations to report listening to foreign artists, at 36% and 38% respectively.”

Even if students don’t speak Spanish or Korean, they say that international music creates awareness that transcends language. Arizona State University Media and Culture Professor Veronica Juarez says that music in other languages is helping to bridge cultures and impact the ways that people view them. 

“For instance, if the 1975 film 'Jaws' could negatively impact society's view of sharks, and if plastic surgeons note that BBL's have increased after exposure to the Kardashians ... students' exposure to global music can also have an impact,” Juarez said. 

Social media plays a significant role in the way that students find and interact with music. Algorithms on applications like YouTube and TikTok expose their users to new sounds and artists, often from outside the United States.

Short-form video style platforms such as TikTok and Instagram make it easy for music to be easily spread. Small clips of a song can be used for various types of dances and trends that make it easy for everyone to participate, even if they don’t understand the language.

“We can easily see what music-related post that a friend liked,” said Juarez. “Social media and powerful algorithms can make new connections with artists and fans with just one click.”

At Arizona State University, students say multilingual music is a part of their everyday life. Songs by artists like BTS, Bad Bunny and Karol G play at student events, in dorms and in students' headphones as they complete school work. 

“I have really enjoyed getting into Korean music,” Arizona State University student Aleisha Paulick said. “Even though I don’t speak the language, I have enjoyed going to K-pop concerts with my friends who do.”

Beyond expanding music tastes, the rise of global artists in media has changed the way young listeners see themselves reflected in trends and popular culture. For many, seeing their language and cultural traditions in mainstream media gives them a sense of pride and validation. 

“When I was young, it was hard to find anyone who looked like me, a Latina, in the media. Today, students have access to more artists and celebrities who share their cultural background and language,” Juarez said.

Students outside of Arizona also say that the exposure of their language in music helps them feel represented.

“If anything, I think it's a good thing that people of different races and cultures listen to music not in their own language,” California State University, Fullerton student, Valeria Casteneda said. “As long as the person listening appreciates the language and culture, I think it's nice.”  

As global music continues to dominate streaming charts and social media trends, its influence on young audiences shows no sign of slowing down. Whether it's singing or dancing to K-pop and Latin music, listeners are discovering that music has the power to connect people in ways it never has before.