The key to connecting with Gen Z 6SHARES On January 1, 2021, I had the privilege to watch Ratatouille the Musical. What sparked on as a single chorus of “rat-themed” creativity on TikTok, soon caught fire among its community, as thousands latched on to the rodent-inspired humor, lending their own talents to the concept – rapidly (and inadvertently) turning a song into a full-blown production. Users contributed original songs, choreography, set and costume design, as well as original playbill artwork – capturing the attention of Disney and Broadway producers to bring this production to life, albeit short-lived. The video stream production was available for 72 hours, and featured a star-studded cast including the likes of Wayne Brady and Adam Lambert.