Background & Situation;

Youth voter turnout rate was at 32.5%, with only 2.5% purchasing newspapers.

Gen Z in Japan had seemingly stopped engaging with the world around them. All they need is their insular community on social media.

They are losing the urge to know about the world and the ablity to comprehend societal issues and their impacts.

Brief/Objectives;

This was a serious issue; not just for business, but for the reason-for-being for newsapers and traditional journalism as a whole. Asahi Shimbun - Japan's oldest newspaper company - devised a challenge; to engage in a completely new way and stimulate youth demographic interest in news media.

"Journa-Rhythm" is a completely new style of both journalism and audio content. It is an exchange between art and broadcast media, where artists respond with raw, unfiltered perspectives to the days biggest news. Each headline can become a rhythmic rap, imagined and brought to life by talented artists and musicians. Podcasts featuring interviews of these artists and journalists, discussing the lyrics are also broadcast to the world. Journalism meets the power of audio. "Journa-Rhythm" is attracting the interest of Gen Z and triggering a shift in mindset and outlook on how they engage with the greater world around them.

Target audience was Gen Z youth, who don't read newspapers, don't vote, and learn about society mainly through social media like Twitter.

Truly a generation isolated from society.

To change the relationship between Gen Z and journalistic media, we analyzed their way of living in depth. We recognized that audio content,

such as music and podcasts are deeply relevant to them. We invented a completely new type of reporting that combines the appeal of music with the power of journalism and the written word.

We designed a wholly unique, music-driven journalistic communication architecture.

We assembled Gen Z HipHop artists to cover major news stories. As news would break, they would immediately compose, create, write and release tunes based on the news stories, communicating their unfiltered and raw perspectives.

It was nothing less than Breaking Music for Breaking News.

Media channels were designed to engage with Gen Z by placing music at center.

First, the track was released on music streaming services such as Spotify and videos were posted on YouTube and other video sites.

Short-contact media such as Twitter and TikTok, saw edited videos featuring the most compelling parts of the song/video. Marketing our content as music culture, as opposed to newspapers, helped spread the word. Deeper brand experiences were delivered through long-form podcasts featuring discussions between jounrnalists and artists. This discourse and unpacking of the rap/lyrics stimulated listener thought.

Always heated and impassioned, the dialogue shook up Gen Z.

This branded audio content which revamped “old” newspaper media, shook up the relationship between journalism and Gen Z. It harnessed the power of audio to pique youth interest in societal issues. Not only was the music appreciated, it also fueled major conversations and discourse about media/journalism. The Asahi Shimbun succeeded in attaining the image as the most innovative newspaper company for Gen Z, the consumers who hold the key to the future.

83M Twitter Impressions

337% Podcast Downloads

No. 4 in Apple podcast downloads in Japan

134.6% Conversations started on news topics.