Why it matters

When brands advertise by buying vanilla inventory on music apps, they miss out on the evolving nuance of music being a warm and personal space for listeners. Music listening is becoming a more solitary experience, but it is also in tandem, becoming a means to experience music with others in an intimate space. Brands need to refresh their playbook on how best to be a part of the youth consumer’s changing relationship with music.


  • Music is the most exciting space to forge connections today, but the key is flexibility and relevance in how brands execute their messaging.
  • There is a growing trend of intimate music gatherings across cities in India. Find an event series that has a natural fit by checking the genres of music and the audience profile attending it.
  • Do not apply quantitative metrics to these associations. It is about quality fit over quantity.