How Sober Curiosity and Music Are Redefining Nightlife

Gen Z is changing how we socialize and redefining nightlife by embracing sober curiosity with music leading the way. With a focus on inclusivity and connection, nights out are becoming more about the people, the music, and the memories, not just what’s in your glass.

The New Soundtrack of Socializing: How Sober Curiosity and Music Are Redefining Nightlife

by Angel Vicioso, Chief of Playlists at TouchTunes

The sober curiosity movement is gaining momentum, especially among Gen Z, redefining what it means to connect and socialize. For this generation, a night out isn’t just about what’s in their glass but shared experiences, meaningful interactions and authentic connections that make every moment unforgettable. Rather than centering social life around alcohol, Gen Z embraces a more inclusive approach, welcoming both drinkers and non-drinkers into the same space. 

At the heart of this transformation is music, which facilitates social connections, brings people together, and fosters community. Whether it’s the comfort of a favorite song or the thrill of discovering a new one, music has an unmatched ability to bring people together. It fuels social connections, bridges gaps between strangers, and creates shared moments, proving that a great night is defined by the people and experiences around you.

The Rise of Sober Curiosity

Gen Z’s focus on wellness, authenticity and inclusivity is fueling a growing interest in non-alcoholic beverages and the emergence of an important new option. According to IWSR, non-alcoholic drink volume surged by 29% from 2022 to 2023 and is expected to grow another 7% by 2027. A study by NCSolutions found that Gen Z’s interest in sober curiosity spiked 53% from 2023 to 2024, with 61% planning to reduce their alcohol consumption.

“inclusive spaces with low-alcohol or alcohol-free choices”

Embracing sober curiosity is not about rejecting socializing but creating inclusive spaces with low-alcohol or alcohol-free choices that promote authentic connection among different groups. Venues have the chance to rethink their engagement approach by creating experiences that bring drinkers and non-drinkers together – through shared elements like music or games – ensuring everyone feels welcome.

Music as a Social Connector

Music has a way of turning any gathering into a shared experience. Whether it’s a DJ spinning tracks, a live band setting the stage, or friends queuing their favorite songs on a TouchTunes jukebox, music brings people together. From date nights to darts leagues, the right song at the right moment creates connections that last.

“sharing your jams with someone else can create an instant connection”

Science backs this up: Listening to music triggers a dopamine release, the brain’s “feel-good” neurotransmitter. It also stimulates oxytocin production, the hormone associated with bonding and social trust. That’s why hearing a song you love – and even better, sharing your jams with someone else – can create an instant connection.

Music is more than just entertainment; it’s a form of self-expression and a way to connect with cultural movements, often uniting people over shared values and interests. From viral TikTok hits to curated TouchTunes playlists, Gen Z blends technology with social experiences, enriching in-person interactions. 

Setting the Tone: Music and Venue Atmosphere

For venues looking to tap into this cultural shift, music can make all the difference. The atmosphere is shaped as much by a space’s soundtrack as by its drink menu, and different music experiences can elevate the environment. Bars and restaurants are uniquely positioned to embrace this movement, not by eliminating alcohol but by expanding the ways customers can socialize. Vibrant, music-driven atmospheres encourage people to stay longer, engage more and return for the experience – not just for drinks. 

“redefining how social spaces function”

Just as Gen Z is reshaping networking by blending digital and in-person interactions, they’re also redefining how social spaces function – using music, technology and community to create welcoming environments. This hybrid approach to socializing reflects a broader cultural shift. Raised in constant connectivity, Gen Z seamlessly integrates technology into their lives, yet they crave in-person interactions. By embracing digital and face-to-face engagement, they are transforming nightlife into something more dynamic – where music, atmosphere and inclusivity take priority. 

The Future of Socializing

The sober curiosity movement isn’t about removing options but adding them. It’s about making sure everyone finds their place in social spaces, whether raising a tequila espresso martini (like me) or their favorite mocktail. At its core, the movement is reshaping how we socialize, focusing on wellness, inclusivity and authentic engagement. Music remains an equalizer, and regardless of what’s in your cup, the experience remains just as important.

As more venues embrace this shift, they have the opportunity to create environments where connection, music, and atmosphere take center stage. With TouchTunes encouraging everyone to play your heart out, these spaces reinforce that a great night out isn’t about what you drink but the songs you sing, the people you meet and the memories you make.