Earlier this month, pop sensation Sabrina Carpenter made an unexpected entrance into the gaming world - not through a soundtrack feature or background score, but as a fully playable avatar in Fortnite. Donning bouncy blonde locks and a bedazzled microphone, it’s a spitting image of the famous pop singer, who has been dubbed ‘Gen Z royalty’ for her presence both in digital spaces and in the physical world through her collectable vinyl releases. 

In fact, the new skins’ (the customisable outfits an avatar wears) sparkly adornments shone almost as bright as the buzz that they created in the media. 

While OG Fortnite users took to social media to express that the new skins felt misplaced, die-hard fans of Sabrina’s music flocked to the platform, later going to social media to say ‘this is what community feels like’. And, in a recent episode of Gen-Z-geared Barstool Uncut that aired on Snapchat, which unpacks hot topics in media, internet personality Brianna LaPaglia claimed that despite ‘not knowing much’ about Fortnite or the gaming universe, ‘being able to dance and act like Sabrina Carpenter’ is what truly awakened her interest in the news story. 

Die-hard fans of the singer are marvelling over the finer details of the release - the butter-yellow dresses and shimmering moonboots that are a digital copy of the outfits Sabrina’s been wearing IRL during her Short n’ Sweet tour. They’re revelling in the most minute yet distinctively musical details, such as the Music Pass, which allows gamers to access a treasure trove of some of the singer’s top tracks, like ‘Nonsense’ and ‘Juno’. 

Undeniably, there is something to be said about Gen Z using Fortnite, and digital platforms more generally, to make connections with music fanbases and subcultures they are a part of. 

However, that doesn’t mean that they’re relying solely on them. Sabrina Carpenter sold out of her new special edition vinyls last week before she even had the chance to announce them. 

There was a recent survey conducted on vinyl fans across the globe showing that more 18-24 year-olds are listening to vinyl, cassettes and CDs than any other age group. Young people are reviving the vinyl trend of the 90s with a modern twist. The current craze is building strong musical communities both in record stores and online, finding the less obvious ways to enjoy music. And Gen Z, who are both ‘digital-native’ and simultaneously craving a return to pre-digital era trends, is lapping it up. 

Of course, the fact that Sabrina Carpenter shows up in both digital and physical worlds teaches a key branding lesson on connecting authentically with younger consumers. Consumers today are looking for brands that can take up space in both lanes. They appreciate that Sabrina Carpenter evokes feelings of nostalgia through her image and music, with her old-Hollywood aesthetic. But, also that she connects via digital platforms like Snapchat. They love that they can collect her sell-out special edition vinyls in stores and then later dress as her with a “skin” in their favourite game or stylish, sparkly outfits in their Bitmojis. The duality that exists here is evidence of why brands should avoid viewing Gen Z as a monolith. Like the crackle before a vinyl record starts playing, brands’ sweet spot with Gen Z can only be found by evolving, expanding and showing up where Gen Z is, with sincerity. 

We see this in digital spaces, where music lovers unite to share and react to viral clips from live performances. This week, we’ve already seen many popular Coachella moments. From performances by the likes of Megan thee Stallion and Charli XCX to celebrities’ reactions in the crowd, digital platforms have created a space for users to both repurpose and create their own content. Let’s take the internet’s reactions to clips showing the difference between Coachella crowds and other festivals, such as Glastonbury. ‘Do audiences even go crazy anymore?’ a fan at home posted. Moments like this help real-world music experiences live on and evolve through online fandoms - becoming inside jokes, memes, and cultural touchpoints for whole communities.  

For brands, this presents a powerful opportunity - an opportunity to truly understand just how valuable authentic, in-the-moment engagement can be. Brands that show up in these digital spheres - either by collaborating with artists, creating meme-worthy moments, or encouraging user-generated content - can tap into these moments of cultural relevance. However, it needs to feel authentic. It can’t be surface-level or appear performative. In practice, this looks like brands partnering with creators whose values already align with their own - individuals who can share their real, personal connections to it.  By observing how fandoms interact with short-form content, brands can champion campaigns that feel less like ads and more like part of the chorus. 

Gen Z isn’t just changing the record, they’re buying and remixing it. Through Fortnite skins, viral Coachella moments and a renewed love for the fizzy crackle of vinyl, they’re proving that music communities span both the physical and digital spheres. The takeaway is simple: choosing between nostalgia and innovation won’t work - it’s about blending the two in harmony. It’s about showing up in record stores and Snaps. When brands are able to understand the multiplicity that exists within Gen Z, they won’t just be background noise - they’ll leave a lasting note.