Nicotine pouch brand ZYN has launched a new content series, ‘Cornershop Confessions,’ created by Trouble Maker.

The content campaign is set in a bespoke cornershop set, presided over by People Just Do Nothing star Asim Chaudhry as ‘The Bossman’.Through candid, humorous and often surprising conversations, a roll call of music talent will step up to the counter to share what’s really on their mind.

The first instalment sees singer-songwriter Becky Hill step into Bossman’s shop. Hill shares anecdotes from her musical journey, alongside insights into her writing process (whilst simultaneously critiquing Asim’s).

The concept draws on a genuine cultural truth: the cornershop is a place where routine errands have a habit of turning into something more, where quick transactions turn to conversation, and real moments of connection.

The series marks the latest step in ZYN's growing investment in the British music landscape. 

The series is the hero content that will be a format that people can engage with live across the festival season. Full episodes are available on YouTube, with more artists set to take their turn at the counter in the coming months.

Jonathan Fraser, Chief Creative Officer at Trouble Maker, said: "The cornershop is one of those rare spaces that belongs to everyone - it doesn't matter where you're from or what you're into, you've got a cornershop story.”

He continued: “What excited us about this idea was the tension at its heart: the most mundane, transactional setting imaginable, turned into the place where people actually open up. The conversations you have with a bossman are free of judgement and it affords artists the chance to tell different types of stories with an authenticity that's extremely hard to manufacture.”

Dor Matot, Head of ZYN UK at Philip Morris International, added: “Music has always been central to how we show up in the UK, from our festival presence to our partnerships. With Cornershop Confessions, we wanted to build on that by creating something more intimate - bringing fans closer to artists through real, unfiltered conversations.”