XX Artists / Monks

YouTube Artists Breakthrough Moments

According to a March 2025 study ran by Connect by Live Nation, nearly 90% of Gen Z survey respondents stated that music molds their personal identity and helps them navigate the uncertainties of life. Additionally, with trust for artists at an all-time high, they genuinely feel close to their favorite artists, with 67% classifying themselves as “superfans.” Unlike previous generations who solely focus on the music itself, Gen Z also views music as a connection point between the artist, their story, and their fan-based community.

YouTube’s Artist Breakthrough series celebrates the role music plays in Gen Z’s lives, connecting fans and providing avenues for expression through a collective celebration of new and highly-anticipated releases from today’s top artists.

 

Olivia Rodrigo

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Results

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Transition challenge launched by Olivia to spark YouTube shorts creation from community

Elevating the “Livies” fanbase by sharing their reactions to the new music video in a bespoke edit

Quick-turn Content x Community Engagement

To help extend campaign energy while driving participation and chatter with our social community, we developed a series of low-lift, quick-turn engagement posts. Topics were informed and optimized by timely social listening, determining which most searched themes/topics were Gen Z relevant AND driving the highest conversation volume. Audience engagement kept conversations flowing beyond the initial posts.

Results

While this content required very little from a resourcing standpoint, it drove some of the highest levels of (positive) community engagement across the entire Year in Search campaign.

Tapping into the rug tufting trend via a creator commissioned piece of fandom art

Makeup tutorials are an extremely popular YouTube genre. We tapped into this theme via a creator

The “Which Olivia are you?” post drove some of the campaign’s highest engagement, (93.1k likes / 309 comments) by providing fans with the ability to find an artist vibe that best reflects them