Music is a core part of who Gen Z and Millennials are. YPulse’s Music data shows 82% of 13-39-year-olds agree, “Music is a part of how I define who I am.” That’s why young consumers spend so much time curating playlists, sharing their annual music recaps as badges of honor, and proudly bragging when they were already listening to an artist before they blew up. For many, music serves as a form of expression, helping them communicate their identities, and naturally, the artists behind the music are a big part of the equation. For brands, understanding how these musicians fit...