Gen Z Marketing Isn t Easy Logitech s Allying With TikTok Stars To Make It Work forbes.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from forbes.com Daily Mail and Mail on Sunday newspapers.
Computer accessories and software maker Logitech has launched a first-of-its-kind awards show called the Song Breaker Awards, which will recognize native TikTok creators who are shaping popular music as we know it. Hosted by TikTok phenoms Sienna Mae Gomez and Larri 'Larray' Merritt, the event is slated for March 13 at 8 pm ET, streaming live on TikTok on Logitech’s channel, as well as Gomez’s and Merritt's. The stream will feature appearances by Lil Nas X and rapper-songwriter 24kGoldn. The Song Breaker Awards, airing ahead of the Grammys, will recognize creators whose dance challenges, memes, and other TikTok content have made the largest impact. A recent report authored by TikTok, for instance, found that nearly 90 songs that trended on the platform last year climbed the Billboard Top 100 charts, while more than 70 artists who rose to renown on the platform subsequently nabbed major label deals. Nominees for the event include Avani Gregg, Brian Esperon (who c