Artists' Besties and Hard Seltzies
"news for gen z"
Austin Butler named Cartier ambassador (if you’re asking, wait, who is Austin Butler? read this); millennials are saving golf by rebranding it; The Sims is more relevant for young people than ever; and the ‘password child’ is the favorite son of the digital age.
BUZZFEED WANTS TO REBRAND AS “NEWS FOR GEN Z”, gawker
“I don't think that anyone in BuzzFeed leadership has spoken to a 17-year-old, understands what they are interested in or what they think of BuzzFeed,” Baird said. “Gen Z thinks [BuzzFeed] is for Millennials on Facebook — to reorient your entire strategy around these people who don't even really give a shit about you is also baffling to me.”
ON DISCORD, MUSIC FANS BECOME ARTISTS’ BESTIES, COLLABORATORS, AND EVEN UNPAID INTERNS, pitchfork
According to Discord’s Head of Talent Partnerships, Kenny Layton, approximately half of the company’s talent department is now devoted specifically to helping musicians and their teams navigate the platform. The growing list of stars active on Discord ranges from experimental mainstays like FKA twigs and 100 gecs, to corporate EDMers Swedish House Mafia and Gen-Z jazz aficionados DOMi + JD Beck.
HARD SELTZER WHITE CLAW TARGETS AUDIENCES AT U.K. SUMMER MUSIC FESTIVALS, talkingretail
My upstairs neighbors — three Gen Zers — threw a massive party last weekend, and every person who attended buzzed my door first which, while very annoying, did allow me to see what they brought to drink. And they all brought White Claw. Given the crowd (and the garbage bags), I think no fewer than 1,000 White Claws must have been consumed. Anyway! Having obviously already acquired every last U.S. Gen Zer as a customer, White Claw is apparently setting their sights on the U.K.
HOW DATING APP LOX CLUB FOUND THE PERFECT MATCH WITH TIKTOK, adweek
Lox Club’s paid advertising on TikTok drove 13,000 total conversions, measured by app downloads, in January and February; some of Lox Club’s most viral TikToks feature a classic online dating marketing strategy: showing couples who successfully met on the app.
WILL A TIKTOK-LIKE VIDEO FEATURE MAKE A GROCERY APP GO VIRAL?, retailwire
Weee is a new TikTok-ish grocery app that allows shoppers to buy groceries directly in-app, with an emphasis on hard-to-find Asian and Hispanic snacks. I’m not sure young consumers need “TikTok for snacks” — on TikTok, millions of people already share their snacks — but they’ve raised more than $800 million in funding so they certainly have a shot. (Interestingly, they brought on Jon M. Chu — famously* the director of Justin Bieber: Never Say Never as “chief creative officer.”)
*to me, at least…
One last thought:
I’ll see you back here next Tuesday. Have a great long weekend!