On March 13, Zahra Shahtahmasebi attended Live Nation’s launch of its annual Love Song study – a look into Generation Z and what they’re thinking and vibing. She discovered that not only is she of Gen Z herself, but actually resonates with some of the study’s key themes – namely, feeling nostalgic for an era that is not hers. Personal revelations aside, here is part two of what Zahra learnt about Gen Z and what they are looking for from brands in 2025.
Not all heroes wear capes
Despite being the first truly digital generation, Zoomers say realness and authenticity are most important.
91.5% responded to the Love Song survey saying they value the importance of taking time away from screens, which can be seen in the resurgence of vintage and vinyl tech.
And outside family and friends, respondents listed musicians as the most trusted people in their lives. They love being part of their heroes’ fandom.
A wave of ‘poptimism’, thanks to the likes of Sabrina Carpenter and Chappell Roan, is also sweeping Gen Z and helping alleviate anxiety.
In short, they want in-real-life experiences and moments of connection with their heroes and role models, all while also not losing the immediacy the digital world gives them.
Recent popularity of run clubs is a good example of that balance – an online connection along with regular in-person meet ups, says Erica Valenti, Live Nation’s Integrated Marketing Director.
Stay the course
So for brands aiming to connect with them, this means: “Say it, mean it, show it”, she adds.
Here, consistency is key, says Dan Woolston, owner of entertainment agency Higher Ground Management.
Woolston spoke on Live Nation’s panel, alongside Valenti, Live Nation’s Annabelle Burke, General Manager Festival NZ, Aimee Stewart, Head of Brand Partnerships and Dale Robinson, Creative Solutions Director.
“When I think of someone I rate highly and what makes them real, it’s consistency and constantly showing up,” says Woolston.
“The ones that are doing it well are the ones who stay the course and commit, rather than flashing in and out – people notice and call you out on it straight away.”
Give them a reason
The question you have to ask is “how are you talking to them in a way that adds value?” says Stewart.
“Give them more on the ground, give them another reason to be there.”
Fact is, Gen Z welcomes brands to join the fandom, says Valenti, as long as it is done “right”.
This looks like partnerships that put the artist first; provide practical support to improve fans’ experience; pre-sale ticket access; experiential activations, and align with sustainability efforts.
“If you pick the right artist and in the right way, they will embrace you.”
The panellists pointed to recent examples of brands who are doing just this, including Red Bull’s set-up at Rhythm and Vines. With festivals no longer being about four-day benders, Red Bull showed up with a gym, ice baths, personal trainers and group classes.
Robinson’s final reminder is to never forget the niches. A key finding of Love Song was genre bending, with 85.4% of Kiwi Gen Zers saying they listen to a range of genres from country to Asia pop.
“Big tours are still important, but the ones streaming the most are the niche. Which is cool for marketers – don’t discount a community just because it feels small.”
Read part one here.
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