K-pop, reggaeton, hip hop. I feel like I’m hearing a LOT of music and beats in ads that’s influenced by what minorities are listening to recently. How deep is the participation by creatives from those communities behind the scenes these days? Are they driving the creation of those ads, or is the music more of a gloss to add cultural flavor and appeal?

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Nah. It’s not culture. It’s pop culture. So nope.

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