Client: Music Platform
Project: Gen Z Music Creators
Categories: Technology, Music, Culture
Tags: Gen Z, Creators, Music
We sought to understand how emerging artists in Mexico and other Latin American countries connect with their audiences, focusing on the strategies that forge emotional bonds with Gen Z listeners. Insights from this study supported the client in developing a global perspective on this generation and new engagement approaches across their products.
Methodologies: I was part of the project’s core research team, leading in-depth interviews with Mexican artists and synthesizing cultural insights that revealed how music functions as a key language of identity and belonging for this generation.
