To hold the attention of millennials is no easy task. Especially considering this generational cohort grew up with the Internet. They don’t need cable—they have podcasts and YouTube.

However, some of the of most popular podcasts and YouTube-based shows feature artists of the previous generation. Podcast such as N.O.R.E. and DJ EFN‘s Drink Champs are products of the artist who hosted them. But why do millennials continue to tune in each week? Lets dive into this question for a closer examination.

On Drink Champs, the veterans of Hip-Hop are invited to share a few drinks and good conversation. Interestingly, each guest has been in Hip-Hop for a decade or longer. Once the drinks start flowing, there’s no telling where the conversation might lead. Guest and listeners know nothing is off limits.

Generation X Hip-Hop fans often say younger fans lack knowledge of the history, but this could very well be the new way they consume Hip-Hop history. Some of the genre’s best kept secrets have come to light on this show. Coupled with the veteran status of it’s host, there’s never a shortage of stories. Stamped with authenticity, guests feel comfortable enough to share information which may not be accessible by traditional media.

The guest list includes: Lyor CohenKevin Liles (ep.41), 50 Cent (ep.21) Ja RuleJadakiss (ep.2), DMX (ep.3), Jermaine Dupri , Snoop Dogg (ep.23), Damon Dash (ep.34), Peedi Crakk, Oschino (ep.35), E-40 (ep.31), Royal Flush of The Lost Boyz (ep.38), KRS-One. The list goes on. No matter the episode or the guest, listeners are taken on a journey through Hip-Hop.

Significantly, millennial listeners may begin to research artist or individuals they may not know.

Likewise, DJ Akademiks, Star and Nadeska Alexis are also keeping millennial attention on their Everyday Struggle web-show. The honest, open-ended discussions on Hip-Hop and pop culture can muster up some heated opinions. Packaged as friendly debate, Akademiks has a reputation for saying what the people feel.

Hence, this is could be why millennials tune in to digital media forms created by Gen X artist and enthusiasts.