Music Videos and Commercials By Gen Z Directors Engage Youth with Brands


The Chicago music video scene has been booming as the summer of 22 has created a renaissance-like atmosphere amongst Chicago creatives and Chicago branded content creators. “The two worlds are beginning to collide,” Chicago music video director Mark Williams says in an interview.

The underground arts scene is starting to meet brands focused on targeting and obtaining youth engagement through Gen Z communication strategies. The demand for Gen Z marketing strategies and Gen Z creatives is at an all-time high. People in this next generation of capitalism are more drawn to authenticity and influencer marketing than they are to standard commercial advertisements.

The demand for Gen Z branded content coming from Gen Z creatives is the future of advertisements says, Williams. Gen Z outreach is only as good as the authenticity behind the messages. We are way too savvy. It has to be true. Otherwise, we can feel marketers trying to sell us and we’re not buying.

A lot of higher-ups at companies don’t understand the importance of peer-to-peer marketing regarding Gen Z audiences and Gen Z content. This is how we communicate with one another. Social media has allowed us to see into other people’s lives in a more authentic way. It really raises the stakes for branded content to be entertaining, and for social media influencers to be real with how they interact with it.

Sure, there are a lot of Gen Z creatives and video production companies trying to create traditional content and depending on what they are doing it may work. However, with the rise of influencer marketing and more influencers influencing what people buy it makes it less about the cinematography, videography, or video production company itself but more about the influencer. More about the face.

Peer-to-peer marketing is something that has exploded among Gen Z creatives and Gen Z audiences in general. Before, in traditional marketing, it was a lot of people from separate demographics marketing to people they knew nothing about. For example, a cereal commercial made for kids has a production team made of people who are not kids. Traditionally Millenials and Gen Xers and Boomers all grew up on t.v. advertisement and this is the way it was. Now, if marketers wanted to effectively advertise that cereal in an authentic way that speaks to Gen Z audiences, they need a better strategic communications plan that fits the times.

It’s important for brands and agencies to find Gen Z creatives that make videos that their audience really relates to. That’s why Intertwine makes music videos and branded content. We are Gen Z and we love the music and artists that we work with, such as Coi Laray, K.B. Mike, Nick Cannon, and influencers like Murf Dilly . They are tastemakers and trendsetters.  We bring those relationships, the aesthetics, and the styles that we create when we collaborate with them to our commercial work, like this video introducing young people to careers in AV Tech for AVIXA.

Influencers are a key element too. They can amplify the branded content and create more of it themselves to promote the brand with their own image on their Tik Tok, Instagram, or Youtube channels. Using influencers is the same idea as an athlete endorsing Nike to promote a shoe, but with branded content, we can work with celebrities and more micro-targeted influencers to fulfill a brand’s goals. Social media has created a bedrock for fragmented viewership and audience retention. A smart brand strategy brings people in for cornerstone content and engages them in the disparate corners of social media sites where they discuss with influencers and amongst themselves. Its all about retention and engagement.

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