In a scene long dominated by male artists, audiences and a hedonistic mindset, Sony Music and Ministry of Sound Records set out to better understand how younger female audiences are radically reshaping the dance music scene.

Through an immersive ethnographic study of four distinct Gen Z female-identifying dance music fan segments, we explored what these audiences wanted from the dance scene, and how they hoped artists would connect with them - on their terms. We workshopped the findings with teams across Sony Music and MoS to integrate the insights into their engagement strategies.

Our insight, stakeholder workshop and documentary film helped reshape the label’s marketing strategy, giving them permission to lean into slow, more wholesome moments of dance music.

‍