The Chicago music video scene has been booming as the summer of 21 has created a renaissance like atmosphere amongst chicago creatives and chicago branded content creators. "The two worlds are beginning to collide," Chicago music video director Mark Williams says in an interview. The underground arts scene is starting to meet brands focused on targeting and obtaining youth engagement through gen z communication strategies. The demand for gen z marketing strategies and gen z creatives is at an all time high. People in this next generation of capitalism are more drawn to authenticity and influencer marketing than they are to standard commercial advertisements. The demand for Gen Z branded content coming from gen z creatives is the future of advertisements says Williams. Gen Z outreach is only as good as the authenticity behind the messages. It can't be sold. It has to be true. Otherwise we can feel marketers trying to sell us. A lot of higher ups at companies dont understand the importance of peer to peer marketing regarding gen z audiences and gen z content. This is how we communicate with one another. Social media has allowed us to see into other peoples lives in a more authentic way. Sure, there are a lot of gen z creatives and video production companies trying to create traditional content and depending on what they are doing it may work. However with the rise of influencer marketing and more influencers influencing what people buy it makes it less about the cinematography, videography or video production company itself but more about the influencer. More about the face. Peer to peer marketing is something that has exploded amongs gen z creatives and gen z in general. Before, in traditional marketing it was a lot of people from seperate demographics marketing to people they knew nothing about. For example a cereal commercial made for kids has a production team made of people who are not kids. Traditionally millenials and gen xers and boomers all grew up on t.v. advertisement and this is the way it was. Now, if marketers wanted to effectively advertise that cereal in an authentic way that speaks to Gen Z audiences. They would need a better strategic communications plan. What they should do, to fit the times. It's to find a Gen Z creative that fits the description of who they are trying to sell to and have that individual promote their brand on their tik tok, instagram, or youtube channel. This can be done either by expensive commercial branding and just having that person post or just by having that person do a selfie with their product. it's the same idea as endorsing an athlete to Nike to promote a shoe or celebrity but now it's more fragmented and targeted because there are more influential people than ever before. Social media has created a bedrock for fragmented viewership and audience retention. We see more stories from people we have never known much about because now those marginalized populations or people have a phone and have the ability to create the content they never saw growing up.