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Understanding the influence of local music on Gen Z
A global brand sought to explore how Gen Z in the U.S. connects with local music culture and its influence on their sense of identity, community, and belonging. The goal was to uncover actionable insights for leveraging local music as a unifying force to engage this digitally native and socially conscious generation.
Data-driven analysis of Gen Z music conversations
Quilt.AI analyzed over 9.8 million Google searches, 4,000 social media posts, and 410 keywords across platforms like TikTok and Twitter. Using a combination of natural language processing and emotional clustering, the research revealed recurring themes in how Gen Z interacts with local music, including cultural pride, social exploration, and emotional rootedness.
Harnessing music as a bridge to Gen Z audiences
These insights empowered the brand to craft campaigns and initiatives that resonate with Gen Z’s values of community, authenticity, and self-expression. By aligning with the generational drive for connection and cultural pride, the brand is positioned to create meaningful engagements through music.
Exploring themes that drive Gen Z’s engagement with local music
The analysis uncovered three pivotal themes illustrating Gen Z’s relationship with local music culture:
Use Quilt.AI’s insights to align your brand with Gen Z’s love for local music, creating meaningful connections through shared cultural touchpoints.
“If you have only daughters in the house, people will talk about it saying “these people don’t have a son, who will carry on the family name?”. Relatives and neighbors talk about it in a very negative way. They will not allow the parents to live in peace.”
Tweet from Nepal
“Actually daughters are fine as well, but a sense of security a safety can only be provided by a son, no?”
Tweet from China
This community minded segment enjoys a sense of belonging. As such, they care about how they are perceived by others, and try their hardest to fit in and uphold duties. They are most likely to follow trends and respect influential figures.
Driven by a sense of purpose and responsibility, Idealists want to do good in the world. They put in the work to drive positive change and impact. However, there’s also an undertone of realism, as they know that action is limited.
Characterised by their expressiveness and independence, Explorers pride themselves on having a different approach or mindset to life. This includes spirituality enthusiasts, solo travelers, and freelancers, among others. They seek to live life on their own terms.
This segment comprises of highly ambitious goal-getters. Their goals are not always conventional ones (i.e. graduating at the top of their class), but rather tend to be about finding their passion and excelling at it. They look for opportunities at every corner and strive to leave a lasting impression.
Driven by a need to prove themselves to the world, signallers are hard-working and practical individuals. To them, success is about financial stability and external validation. As such, traditional status symbols are important to them.
This passive segment are merely observers of the world: they don’t take things too seriously, they aren’t concerned with other people’s opinions on them, nor do they hold any strong opinions themselves. They are “here for a good time” and enjoy a nihilistic sense of humor.
Protective of traditions; Afraid of shame; Influenced by social norms.
🙅 Deniers
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