As a young person, you walked into a room and asked, ‘what kind of music do you listen to?’

If I said ‘Pop’, and you said ‘Rap’ — we weren’t friends. This just doesn’t happen anymore, says Alice Kimberley, Vice Media’s Head of Strategy and Insights.

The boundaries between genres have fallen away, and the genre-less fan has risen.

According to a Vice Magazine survey, 78% of young people said they couldn’t be defined by the genre they listened to. That’s actually a profound change, when you think about it and completely changes things.