Challenge
Tokischa’s disruptive persona resonated strongly with niche fans, but she needed a strategy to expand her reach globally without losing authenticity.

Insight
Gen Z Latin music fans value artists who embrace bold individuality and cultural honesty, rejecting overly polished, mainstream marketing.

Strategy
Positioned Tokischa as a fearless cultural disruptor through a brand strategy that highlighted her unapologetic identity, collaborations, and presence across digital and festival touchpoints.