This submission details a highly influential piece of work by 4th Floor Creative (Sony Music UK's creative and strategic hub) and One Minute to Midnight. The project focused on bringing the cultural energies of Gen Z to life so that the business could understand how best to position their artists in the most culturally powerful ways.
The study combined expert explorations, interviews and ethnography, but crucially used a gamified human values methodology to both unpack Gen Z drivers and identify the values they sought from music artists.
The research resulted in the development of key principles of engagement which have...