Ep 148: Gen Z music fans are able to immediately sense when an artist’s communications with fans feel inauthentic. But marketing has in its nature an element of inauthenticity – so how do you maintain a feeling of authenticity when marketing to this young, online-only generation? And how can artists and teams market effectively directly to these younger fans or potential fans?

Keturah Cummings is founder/CEO of Forward Slash, a social media agency and content production studio that specialises in connecting with youth audiences – and she explains where marketing efforts should be focused in an increasingly D2C environment.

Forward Slash: https://forwardslashinc.co

Keturah's DJ mix with the Sade remix she mentions: https://youtu.be/hKjZ6jXxRro

So Future: http://linktr.ee/sofutureclub

Ice cubes: https://www.guinnessworldrecords.com/world-records/103883-most-ice-cubes-moved-by-mouth-in-one-minute

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