MUSIC

Equipping Apple Music with a nuanced, insight-driven understanding of Gen Z engagement, interaction and perception of the platform, to identify opportunities to better serve and retain Gen Z listeners.

Deepen Avid’s understanding of Gen Z creators’ adoption, perception and interaction with Avid’s music software. Uncovered driving factors for Gen Z creators that draw them to Avid, while identifying the barriers, learning pathways, price sensitivities, and product experiences that affect Gen Z consumer retention. Simultaneously increased awareness of Avid’s tools through on-campus presence.

Increasing YouTube Premium adoption among Gen Z, by strengthening awareness, clarifying value, and uncovering what motivates or discourages students from converting to paid subscriptions.

Strengthened Skywalker Sound’s connection to Gen Z musicians and audiences at UC Berkeley around their recording stage by building visibility, trust, and engagement, while performing a competitive analysis of recording stages across the Bay Area, and creating a sustainable channel for rising Bay Area creative talent to learn about and access Skywalker’s recording stage.

Understanding Gen Z perceptions of Dirtybird’s artists, events, and overall brand identity, including reactions to music style, messaging, visuals, social media presence, and merchandise Prototyping and testing the Dirtybird Social Club experience with a college audience through an activation to explore how Dirtybird’s “beyond the music” community identity can reach younger audiences and resonate with Gen Z by incorporating fun, engaging local activities.

Explored how Dolby can support podcast creators through tools, partnerships, and programs that enhance audio creation and storytelling, particularly around interview-style podcasts. Understanding creator workflows, motivations, and opportunities for innovation, with attention to user-generated content (UGC) dynamics and Gen Z audience influence Incorporated the Dolby XP app experience and test creator and audience reactions to Dolby Atmos-enhanced podcasts through focus groups and activations to assess perceived value and authenticity.

Expanded Island Record’s artist Sabrina Carpenter’s audience through on-campus activations and a ticket giveaway.

Hosted artist Ben Goldsmith, organizing 2 local concerts for him and capturing live-event content for his social media.