Music: The Transformative Power in Culture and Advertising

In the session, we will explore the emotional impact of music and its consumption by new generations, addressing the behavior of "super fans." We will discuss the relevance of a song in the success of an advertising campaign and analyze the musical genres that are trending globally, highlighting the importance of regional Mexican music both in Mexico and on a global scale.

We will discuss the relevance of music in shaping the behavior of Generation Alpha and Gen Z, and the inspiration and aspirations it generates in them, from the way they dress to the way they speak. We will talk about the "super fan" and their commitment to an artist, highlighting their impact on the consumption of merchandise and concerts, as well as music. We will review cases where music synchronization has been key to making a series or movie memorable, and the importance of a good song in a successful advertising campaign. Additionally, we will share some data on the global trend of Mexican music, its projected growth, and its cultural impact.