Cannes Film Festival is partnering with TikTok to broaden their audience. For young consumers, pop culture is driven by fast-moving social media, and our Pop Culture Redefined Trend Report found that previously large cultural moments and events young people care about are no longer dictated by live TV. To reach this next-gen audience, long-standing media events are embracing creating content for social channels, and as the Cannes Film Festival celebrates their 75th anniversary, their reluctance to partner with the internet is finally ending. In the past, Cannes has been notorious for banning social media posts from its red carpet, but now they’re welcoming TikTok as one of their “elite sponsors.” The collab is due to “the fest’s desire to diversify its audience”—in other words Gen Z and Millennials. (Variety)
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