Brands should go beyond tradition ads to connect with Gen Z: Spotify report

The report suggests that brands aiming to engage Gen Z should focus on creating shared, authentic experiences and investing in concerts and IRL events

by e4m Staff
Published: Oct 29, 2024 2:02 PM | 4 min read

With every swipe bringing fresh content to their feeds, Gen Z is quick to scroll past ads that lack authenticity or engaging content. Known for their shorter attention spans, Zs craves genuine connections, both online and offline. According to Spotify’s Culture Next Report, 82% of Gen Z in India find music listening to be a refreshing escape from endless doom-scrolling.

The report suggests that brands aiming to engage Gen Z should focus on creating shared, authentic experiences rather than relying solely on traditional ads. Here are five strategies brands can use to connect with this vibrant, connection-driven generation.

Embrace the Power of Collaborative Playlists and Experiences
Gen Z seeks support and guidance as they navigate new life experiences, and brands can be there by creating or sponsoring audio-visual companions for their formative “firsts.” Since Gen Z creates 60% of Blend playlists, brands can join this trend by curating shared playlists tailored to Gen Z’s moments, such as “Pre-Game Hype” or “Late Night Feels.” For example, playlists around relatable scenarios like “College Road Trip” or “Workout Beats” add personality to brands while aligning with Gen Z’s love for authentic, shareable experiences. This approach allows brands to co-create the soundtrack to Gen Z’s lives, reinforcing relatability and connection.

Invest in Concert and IRL Event Sponsorships

Live events are crucial for Gen Z, with 74% attending concerts in the past year. They are drawn to real-life connections centered on shared passions, whether at concerts, in-person album listening parties, or podcast tapings. Diljit Dosanjh’s recent Dil-Luminati Tour exemplifies this, where brands like Levi’s and Lemonn connected with concertgoers through interactive and memorable experiences. By sponsoring or hosting events like live music shows, brands can connect with Gen Z on a deeper level like Zomato.

"45% of Gen Z in India say that a brand sponsoring live music events or concerts would make them more likely to buy from that brand in the future. By creating a value exchange, brands can engage Gen Z across all their devices throughout the day. To truly connect, brands should think multi-format—audio, video, display—and cross-device, meeting Gen Z wherever they are."

Go Beyond Ads: Become a Co-Creator of Gen Z’s Daily Soundtrack

Gen Z wants brands that act more like friends than advertisers. In fact, 89% of Gen Zs in India agree that a good playlist is essential for any gathering, whether it’s a party or a casual meet-up. Brands can leverage this by creating mood-based playlists that reflect Gen Z’s emotional spectrum, such as “Feel-Good Vibes” or “Sad Bops for Rainy Days.” Brands that participate in these audio-driven experiences can build deeper emotional connections with Gen Z.

The "Demure Effect" exemplifies how viral moments shape Gen Z listening habits, as they increasingly create and engage with themed playlists reflecting these cultural phenomena. For example, one week after social media influencer Jools Lebron’s viral posts, user-generated playlists labeled as "demure" surged nearly 2,500% in the U.S.

Be a Cultural Insider with Tailored Playlists and Unique Themes

Gen Z values brands that “get it.” Spotify’s data shows 72% of Gen Z playlists have “POV” themes, creating mini soundtracks for relatable moments. Brands that echo this culture—such as a playlist for “Main Character Energy” or “Rainy Day Feels”—demonstrate that they understand and embrace the Gen Z mindset. By incorporating trending audio formats and personalized AI experiences, brands can leverage Spotify’s streaming intelligence to target Gen Z in ways that feel intuitive and genuine.

Partner with Emerging Artists
As the music industry expands, brands can support up-and-coming artists to stay relevant with Gen Z. India’s music industry generates approximately Rs 12,000 crore in revenue annually, yet growth potential remains high. By aligning with rising musicians or hosting interactive album launches and listening events, brands can position themselves as supporters of Gen Z’s favorite artists. Given Gen Z’s love for live music and IRL connections, they’re likely to respond positively to brands that prioritize and support their favorite artists and music-driven events.