Beats has cameoed in some iconic music videos – but Gen Z aren’t just watching, they’re creating.

So we partnered with pop provocateur Ashnikko to co-create the music video for her new single Daisy on TikTok.

Written for the campaign, the track celebrates colour and self-expression.

Ashnikko launched four TikTok challenges tied to the new Powerbeats Pro colours, calling on targeted Gen Z communities to take part.

The best entries, handpicked by Ashnikko and Beats, were featured in her final film.

#BeatsDaisyChallenge was viewed 8.1 billion times. Add to that an uplift in brand awareness and purchase intent. But, the best number of all is that 2.2 million Gen Z-ers uploaded videos to be a part of our campaign.

Lovie Awards Best Influencer Endorsement Gold

TikTok’s Most Creative Campaign 2021

Rollacoaster Magazine Cover Story

Featured in NYLON, Wonderland + Vogue