Rewind & Remix: Why Gen Z is Bringing Back the 90s and 2000s Sound

Something fascinating is unfolding in music: Gen Z born in the digital era is reviving the analog spirit of the 1990s and early 2000s. From boy bands and pop-punk to soulful R&B and early hip-hop, tracks from two decades ago are enjoying massive comebacks. Streaming platforms and social media, especially TikTok, are fueling this wave of nostalgia. But this trend isn’t just about retro fun, it’s reshaping music charts, influencing new hits, and even boosting artists from the Global South. In this article, we explore the emotional, technological, and cultural forces behind this trend, along with its impact on the global and African music scenes.

A Generation Seeking Truth in Timeless Sound
Gen Z, despite being born into a world of endless digital content, is turning to the past in search of something real. The 90s and early 2000s offered raw vocals, storytelling, and genre experimentation—from TLC’s empowering anthems to Linkin Park’s genre-bending rock. Unlike today’s hyper-polished productions, older songs feel emotionally authentic, something Gen Z deeply values. According to research on generational media behavior, this group is drawn to expressive content that feels vulnerable, personal, and relatable. The imperfections in these songs, imperfect vocals, honest lyrics, minimal autotune resonate more than algorithm-engineered perfection. These tracks feel human, and that matters in an increasingly filtered world.

TikTok, Streaming & Industry Wins
Much of the revival is powered by TikTok, where snippets of old songs are turned into viral challenges and trends. A prime example is the re-entry of Natasha Bedingfield’s “Unwritten” onto streaming charts nearly two decades after release. The 2022 Spotify Wrapped revealed that catalogue music (songs older than 18 months) made up over 70% of streams, with 90s and 2000s tracks seeing a sharp spike in popularity. Record labels are cashing in, re-releasing vinyl editions, launching nostalgia tours, and collaborating with Gen Z influencers. Artists like Usher, who headlined the 2024 Super Bowl halftime show, and Brandy, now back in the limelight, have seen renewed chart action. Meanwhile, modern artists like Olivia Rodrigo and The Weeknd channel retro aesthetics in their visuals and sounds, creating a bridge between generations. These are not just revivals; they’re strategic remixes that pay off big.

African Artists Ride the Retro Wave
The global resurgence of vintage sounds has also opened doors for African musicians. African Gen Z artists, inspired by 90s R&B, soul, and hip-hop, are remixing nostalgic elements into Afrobeats, Amapiano, and Afro-fusion. Nigerian artist Tems, who cites Lauryn Hill as a major influence, blends classic soul vocals with contemporary production, gaining international acclaim. Similarly, Burna Boy samples Tony Braxton and Naughty by Nature in his hits, blending the old with the new. South Africa’s Amapiano scene has drawn from house and kwaito roots of the 90s, with artists like Uncle Waffles going viral globally. Even record labels are taking note. Universal Music and Sony have expanded African operations to support cross-generational, global-sounding talent. The revival of past Western genres isn’t replacing African music, it’s elevating it, inspiring hybrid creations that resonate both locally and internationally.

Success Stories and Emotional Healing Through Music
This nostalgic revival isn’t just about trends, it’s healing. During the uncertainty of the COVID-19 pandemic, many Gen Z listeners turned to the comforting familiarity of old music. Mental health studies indicate that nostalgia can provide psychological comfort, reducing anxiety and improving emotional regulation. For 20-year-old student Maya, listening to Destiny’s Child helped her navigate a difficult breakup. “It felt like the music just got me,” she says. Meanwhile, artists have shared how this retro love has reignited their careers. Ashanti, for instance, reported a massive uptick in streaming, booking, and social engagement. Even younger artists like Billie Eilish and Rema cite early 2000s music as core to their artistry. Across streaming charts, interviews, and studio collaborations, this trend has produced genuine success for listeners, creators, and the industry alike.

Gen Z’s embrace of 90s and 2000s music is more than a passing phase, it’s a deep cultural movement driven by emotion, technology, and a hunger for authenticity. Through platforms like TikTok and Spotify, they’ve resurrected a soundscape that transcends time and place. The impact is global, empowering older artists, reshaping streaming strategies, and inspiring new fusions in African and international music alike. With every remix, sample, and retro-inspired track, Gen Z is showing that great music never dies; it evolves, gets shared, and speaks anew to each generation. And in their hands, the past has never sounded so alive.