Every June, Pride and the LGBTQ+ community’s contributions to the world take center stage via joyful celebrations. But you cannot forget that Pride started as a riot. Specifically, the 1969 Stonewall Riots—a series of demonstrations in response to a police raid at the Stonewall Inn—kicked off the LGBTQ+ liberation movement.
With increasing acceptance of queer people, today the community is as large and diverse as it has ever been, with over 2.4 million Americans identifying as LGBTQ+. According to Gallup, LGBTQ+ identification has more than doubled in the past 12 years, with growth connected to higher identification in younger adults.
This population is not a monolith, and it encompasses a spectrum of unique identities that need spaces that embrace them fully. Music and podcasts that reflect and celebrate the LGBTQ+ community’s identities and values create ideal safe spaces for them to express their pride. While pride goes far beyond June, brands can tap into the community’s connection to audio to celebrate year-round.
Audio as a safe space
For queer people in diverse communities, audio is a safe space where they can navigate the nuanced intersectionality of their cultural heritage and LGBTQ+ identities. According to SiriusXM Media’s recently conducted “Cultural Pride Soundboard” study, 67% of LGBTQ+ multicultural listeners say audio (music and podcasts) connects them with their culture and community. Facing the challenges of finding complete belonging in both multicultural and LGBTQ+ spaces, their journey is one of empowerment and self-discovery.
Music drives acceptance and pride
The history of LGBTQ+ multicultural communities converging in the music space demonstrates the diverse roots in all music, as well as the strength of diversity in sound. Despite an original lack of safe spaces and societal setbacks, Black LGBTQ+ cultural innovators like Larry Levan and Frankie Knuckles paved the way for the community to find refuge in the music and on the dance floor. They created the house genre, spinning in clubs like NYC’s Paradise Garage and Chicago’s Warehouse clubs where LGBTQ+ and civil rights movements came together in solidarity.
From yesterday’s underground club scene to today’s mainstream, June is also Black Music Month, acknowledging and celebrating the roots of Black music in pride. According to the “Cultural Pride Soundboard” study, 82% of LGBTQ+ multicultural listeners are proud to see and listen to artists who represent them and their community. Music provides comfort, a sense of belonging and joy to LGBTQ+ multicultural people, helping them to express themselves freely and live more authentic lives.
Podcasts establish trust and belonging
Over the last decade, podcasts have emerged as a safe space for queer people of color, where listening to your favorite hosts can feel like an extension of your community in the sonic space. According to SiriusXM Media’s recently conducted “Podsurvey User” study, 66% of LGBTQ+ multicultural podcast listeners say podcasts allow them to hear from diverse creators/storytellers and 72% value the transparency and authenticity of their favorite podcast hosts.
From staying informed about news and current events to getting the latest tea in pop culture on LGBTQ+ podcasts like Vibe Check or Keep It!, listeners explore their interests and keep coming back because of the candidness and vulnerability of their favorite podcast hosts. According to the “Podsurvey User” study, 58% of LGBTQ+ multicultural podcast listeners never miss an episode of their favorite podcasts and 56% can’t get enough of them. Podcasts are uniquely intimate, allowing LGBTQ+ multicultural podcast listeners to feel close to the hosts, creating a strong sense of trust that is hard to get from other media.
Reach the LGBTQ+ community year-round
For brands aiming to resonate with the LGBTQ+ community, authentic engagement goes beyond Pride month and surface-level knowledge; it requires a deep appreciation of their rich cultural narratives. According to SiriusXM Media’s “LGBTQ+ Listener” study, 67% of LGBTQ+ listeners are generally skeptical about brands only displaying support during key moments like Pride month.
Here are some best practices for brands to resonate with the LGBTQ+ community year-round:
- Know the audience: Deeply understand the wants, needs and feelings of this multifaceted community.
- Amplify voices: Integrate authentic LGBTQ+ stories and narratives (especially of multicultural, transgender and non-binary people) consistently.
- Build diverse teams: Bring diverse members of the LGBTQ+ community into the creative process to lead everything from ideation to copywriting to casting.
- Test and learn: Perform audience research and test creative, product and service concepts prior to launch to optimize performance.
- Show continued support: Build long-term relationships by partnering with, promoting and uplifting diverse creators.
- Demonstrate commitment: Invest in LGBTQ+ communities and content to build a symbiotic relationship between brands and consumers.
Celebrating the LGBTQ+ community and queer creators isn’t exclusive to June. Brands can authentically connect with the LGBTQ+ community year-round, and audio is the perfect solution to drive impact for your brand.
