Language Barrier? What Language Barrier?: Why Gen Z Is Listening Globally
Graphic by Emma Vigiolto
In the past, the idea that music had to be understood to be enjoyed was almost a given. English-language hits dominated English-speaking markets, and most international artists faced significant barriers to mainstream success unless they translated their lyrics or collaborated with Western stars. But that era is fading fast. Today’s young listeners aren’t just tolerating songs in languages they don’t speak; they’re embracing them. Music is a global language, and people are now tuning into everything from K-pop to Afrobeat, and Reggaeton to French rap.
To understand why global music is thriving among Gen Z, it helps to understand their listening habits. Gen Z, born between the late 1990s and early 2010s, are digital natives who grew up with streaming platforms like YouTube and now TikTok. Their music discovery is mostly algorithm-driven, not genre-bound, and definitely not language-dependent. Their playlists are often a blend of artists from around the world, all coexisting without needing lyrical comprehension. What matters most is the vibe: how the music feels, not necessarily what it says. This is reflected on platforms like Spotify, where non-English-speaking artists regularly chart across multiple countries, and on TikTok, where global trends catch fire before translations or cultural context even enter the conversation. For Gen Z, emotional resonance and visual or sonic aesthetic can outweigh lyrical clarity.
The Rise of K-pop, Reggaeton, and More
K-pop might be the most visible example. South Korean acts like BTS, BLACKPINK, TWICE, and Stray Kids have built massive international followings while primarily singing in Korean. BTS, in particular, have filled stadiums worldwide and hit No. 1 on the Billboard Hot 100 with songs like “Dynamite” and “Butter,” which are in English, but many fans were already on board before the group made the linguistic pivot. In fact, their 2020 single “Life Goes On,” sung primarily in Korean, also debuted at No. 1 on the Billboard Hot 100. It marked the first time a predominantly Korean-language song topped the chart, further proving that for younger listeners, language is no barrier to connection or chart-topping success.
Then there’s Reggaeton and Latin trap. Puerto Rican superstar Bad Bunny was the most-streamed artist on Spotify globally for three consecutive years (2020–2022), despite rarely releasing music in English. In 2022 alone, his music garnered over 18.5 billion streams, according to Spotify. Now, he will be performing at the 2026 Super Bowl halftime show. Bad Bunny’s success has paved the way for artists like Rauw Alejandro and Feid, whose Spanish-language hits dominate charts across North America, Europe, and beyond.
Afrobeats, with artists such as Burna Boy, Wizkid, and Tems, have similarly transcended their Nigerian roots to become a staple on global playlists. French rap—once niche outside the French-speaking world—has also seen a rise, with artists like SCH and Ninho finding audiences across continents. Then, you have an artist like Aya Nakamura who blends Afrobeats with French rap.
Why Lyrics Don’t Matter (At Least, Not in the Old Way)
Of course, lyricism matters in a song. Lyrics can tell stories, express emotion, and carry cultural or political significance. This isn’t to say Gen Z doesn’t value those things. In fact, many actively seek out translations or lyric breakdowns after they connect with a track. What’s different is that the language barrier isn’t a dealbreaker. It's not about ignoring lyrics, but rather expanding the ways you can connect with music beyond language alone.
So, why don't younger listeners care about the language barrier? There are several reasons:
1. Emotional Resonance:
Even if listeners can’t understand the words, they can feel the emotion. Tone of voice, melody, and production communicate feelings just as powerfully as lyrics. Like I previously mentioned, it’s about the vibe, and in an era of reaction videos, dance trends, and mood-based playlists, vibes reign supreme.
2. Visual Culture:
With music videos, live performances, and social media clips often accompanying songs, Gen Z gets context visually. A powerful performance, a stunning aesthetic, or a viral TikTok challenge can make a song resonate regardless of the language it's in.
3. Curiosity and Cultural Openness:
Gen Z is more globally minded than any previous generation. Social media connects them with peers worldwide. As a result, they’re more open to exploring different cultures, and music is a natural entry point.
4. Translation Tools and Fan Communities:
Lyric translations are more accessible than ever. Fan-run Twitter (X) accounts, YouTube channels, and Reddit threads often provide line-by-line translations and cultural context. Being a fan of a global artist has become its own subculture, complete with shared language and inside jokes.
5. Anti-Monoculture Sentiment:
In a world saturated with English-language media, there’s a certain appeal in listening to something different. For some listeners, streaming global music is a way to push back against cultural homogenization and celebrate diversity.
The Role of Streaming and Social Media
None of this would be possible without the platforms that have redefined the music discovery landscape. Spotify, Apple Music, and YouTube offer global access to music, often with no regional restrictions. Curated global playlists like “African Heat,” “¡Viva Latino!,” “K-Pop ON!,” and “Global Rap” give users access to a world of sounds with a single tap.
TikTok, perhaps more than any other platform, has fueled the virality of international hits. Take the viral success of the French track “Dernière danse” by Indila, for example. Many TikTok users posted their own covers of themselves singing the song or making their own remixes. Or, Nigerian singer CKay’s 2022 hit, “love nwantiti (ah ah ah),” which exploded on TikTok and soundtracked everything from thirst traps to travel montages. The track, sung in Pidgin English and Igbo, has reached almost 1 billion streams on Spotify and charted globally. French rap and Afrobeat are seeing similar surges, often thanks to choreography-driven trends and fan-generated content that transcends language entirely. TikTok doesn’t care what language a song is in if it has a catchy beat or memorable hook. A 15-second clip is all it takes to launch a track into international stardom.
Cross-Cultural Collabs Are the New Norm
It’s not just listeners who are globally minded. Many artists are, too. They’re collaborating across borders, blending languages, and experimenting with global sounds. Spanish-English bilingual songs are increasingly common, and multilingual lyrics are no longer a novelty. Take PinkPantheress, who samples UK garage and jungle; or Tems, who fuses alternative R&B with Neo soul genres; or even global projects like 88rising, which brings together Asian artists from across the continent to create genre-blending hits.
English-speaking artists are eager to tap into non-English markets, and vice versa. Rosalía and The Weeknd have collaborated in Spanish with “LA FAMA.” BTS has teamed up with Halsey, Coldplay, and Nicki Minaj. Even some indie artists are reaching across borders to feature international voices and sounds.
These collaborations don’t just create hits. They reflect a cultural shift where music is no longer segmented by language, but shaped by a shared sense of global identity.
Conclusion: No Translation Needed
While some critics have dismissed Gen Z’s global music appetite as a fad, the data says otherwise. Streaming numbers, festival lineups, and Billboard charts reflect a lasting shift. Music is one of the most accessible art forms, and Gen Z is using it to build bridges across cultures.
Language may shape identity, but it no longer dictates taste. Young listeners are showing the world that musical fluency doesn’t require perfect comprehension. They’re driven by curiosity, openness, and an innate ability to connect emotionally across borders.
The next time you hear a song in a language you don’t understand, don’t skip it. Just give it a listen. Most young listeners already are, and they’re changing the sound of the world in the process.