As the only rapper to win the Pulitzer Prize, Kendrick Lamar has built a firm brand on renowned lyricism and masterful storytelling. By weaving poignant tales about socio-economic and political issues into his music, his latest album is appealing to fans who expect more from artists.

Coca-Cola is turning consumers to fans through Coke Studio, a global music marketing platform that spotlights emerging musicians. By merging its cultural clout and uniting people via sound, Coke is catering to the growing interest in experiences over things, and desires to discover artistic talent.

Though the Grammys celebrate the best in music, for a real understanding of who’s on the rise in the industry, TikTok may be a better barometer. Why is the platform so integral to Gen Z’s musical exploration? And how is TikTok changing the way they listen to and show love for their idols?

Despite prevailing narratives, myths, and stereotypes about techno and electronic music, Black artists and audiences are working to unearth and reclaim its Black roots, and pave the way for its future. What can brands do to uplift Black creativity across music, fashion, art, photography, and film?