Watch—Gen Z roundtable on music

For Gen Z, music is far more than just a form of entertainment. Social media has brought today’s teens and young adults closer to their favorite artists than any previous generation, leading many of them to view the artists they choose to enthusiastically support—from massive pop stars such as Taylor Swift and Beyoncé to up-and-coming artists like Chapell Roan—as part of their identities. That culture of music fandom has made Gen Zers increasingly eager to allocate part of their shoestring budgets to seeing artists live at concerts, music festivals such as Coachella or artist meet-and-greets. Social media, particularly TikTok, also underpins Gen Z’s music consumption, with songs that go viral on TikTok often (ear)worming their way onto Gen Z’s playlists on platforms such as Spotify or Apple Music. And unlike past generations, Gen Z is more likely to encounter an ad jingle in their social media feeds than on TV, if the internet-fueled craze around Burger King’s “Whopper Whopper” is anything to go by. On April 17 at 12:30 p.m. ET, Ad Age hosted a roundtable with members of Gen Z to get their take on finding and consuming music and what the growth of subcultures around specific artists and Gen Z’s growing desire for in-person experiences with their favorite artists means for marketers. Panelists included Joe Marino, music marketing coordinator at United Talent Agency; Kelechi Nwankwoala, research lead for NeuroLab at Mindshare; and Janki Patel, paid social manager at Billboard. Submit your questions above or here, or during the live broadcast. Follow the conversation on LinkedIn, Facebook and X. This virtual roundtable is part of Ad Age Gen Z Voices; subscribe to Ad Age to get the latest perspectives. Also read: The top 5 music campaigns you need to know about right now Check out the latest Ad Age events and award programs

Watch—Gen Z roundtable on music

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