Luminate’s proprietary “Artist Awareness” metric defines a household name as exceeding 40% recognition among the U.S. population aged 13+, revealing a significant disconnect between pure streaming volume and general fame. For example, despite dominating charts, Morgan Wallen sits at only 37% awareness, whereas artists like Lorde achieve the 40% threshold by bridging Gen Z appeal with Millennial and Gen X recognition.
This analysis highlights a critical ceiling in the streaming-first economy: algorithmic dominance does not equate to cultural permeation. To break the 40% barrier, the data points to the necessity of transmedia strategies—such as Jelly Roll’s expansion into film and TV—to capture the multi-generational attention required for true mass-market status.
Curated by MusicResearch.com from Luminate Blog. Read the full article at: Artist Awareness: Measuring What It Takes to Be a Household Name
