Sony Music: The cultural feedback loop – insight that helped 4th Floor Creative create a cultural framework to position Sony Music UK artists for Gen Z

Sony Music UK, a music recording company, created a cultural framework to position Sony artists for Gen Z and facilitate its understanding of the audience.

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 coul