Universal Music Group

### 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.

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