Russian boy bands lead the discussion: the results of the study

The service “Kion Music” together with Brand Analytics conducted a study dedicated to the 16th anniversary of One Direction to find out which male musical groups are most popular with the Russian audience. Analysts found that Russian-speaking users of social networks discuss domestic boy bands 2.5 times more often than foreign ones. The leaders are the South Korean BTS (it is well ahead of the Backstreet Boys) and the “Sweet May”, whose popularity, despite the fact that it peaked in the 90s, continues to be supported by active discussion on social networks. The study emphasizes the stability of classical trends in the musical preferences of young people.