If you’re like us - you either got 50cent songs via bluetooth from your friends in class, or broke your mum's laptop with viruses through Limewire.
When platforms like Spotify and Netflix first launched, they were game changers. We may see them as utilities now as we’re so used to on demand content - but they completely changed the game when they first launch. We have a lot of loyalty to these platforms because they provided us (and still provide us) with an amazing service that we had never had before. For years these platforms have used their algorithms to learn more about us, providing us with personalised content and recommendations.
This loyalty just isn't the same for Gen Z.
Gen Z have grown up with so many platforms that they can consume content on, for free, whenever they want. They don’t have the same brand love or loyalty for these platforms and actually many of the new gen are using platforms like TikTok for music discovery.
Spotify needed to get Gen Z to love them.
And their new move into the metaverse through Roblox is on point. They know the audience they want to target are playing in these spaces, so they created an experience in Roblox to connect with them and build that brand resonance. Players can connect with artists, complete interactive challenges, unlock exclusive content and create new music. This experience has an 84% rating, which compared to other branded experiences on the platform is a W.
We'd be interested to see what they do next IRL. It's one thing connecting with this audience in the digital space, but it's key that they elevate culture for Gen Z IRL too.