Universal Music Group

Youth Strategy

The challenge

UMG approached KidsKnowBest wanting to empower the next generation of music fans in an ever-fragmented landscape.

Our solution

Through conducting customised research, we tapped into the unique rhythms of Generation Alpha, gaining a comprehensive and insightful understanding of how this youngest cohort actively engage and interact with music.

The KKB stamp

We tailored a strategy to the specific needs and expectations of this demographic, ensuring they stay connected to music in meaningful and relevant ways.

More work

Hasbro 5 Alive Awareness Campaign](/content/work/5-alive/index.html) PopSockets PopPuck Launch Campaign](/content/work/poppuck/index.html) Kids Included Industry Report](/content/work/kids-included/index.html) Money Talks: Kids, Cash and The New Financial Mindset Industry Report](/content/work/money-talks/index.html) Understanding Gaming Identity and Gender in 2025 Industry Report](/content/work/understanding-gaming-indentity-and-gender-in-2025/index.html) Paramount Influencer Retainer](/content/work/influencer-retainer/index.html) The FA Research & Strategy](/content/work/the-fa/index.html) Toikido Pinata Smashlings Research](/content/work/pinata-smashlings/index.html) Rainbow Designs Paddington Creative & Paid Media](/content/work/paddington-consumer-products-campaign/index.html) Paramount Baby Shark Global Toolkit](/content/work/baby-shark-global-toolkit/index.html) Playmobil Christmas TVC](/content/work/playmobil/index.html) WowWee Baby Shark Finfest Campaign](/content/work/baby-shark-consumer-products-campaign/index.html) Magicbox Toys KookyLoos Launch](/content/work/kookyloos-uk-launch/index.html) Girlguiding Rainbows & Brownies Recruitment Campaign](/content/work/rainbows-brownies-recruitment-campaign/index.html) Zuru Toys Mini Brands Influencer Campaign](/content/work/mini-brands/index.html) Minecraft Influencer Campaign](/content/work/lego-minecraft/index.html) The Entertainer Social Strategy](/content/work/the-entertainer/index.html) Hasbro Monopoly Global Social Strategy](/content/work/monopoly/index.html) Smyths Toys Future of Retail](/content/work/smyths/index.html)