
Published 16 February 2023
Rihanna’s Super Bowl 2023 Apple Music Halftime Show was about more than just pop credentials. The music, beauty and lingerie mogul delivered a marketing tour de force, including canny-meets-shameless product placement and a hefty slice of the insouciant cool her Gen Z fans adore – all while creating space to spotlight a milestone in disability representation.



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‘Passion tracking’ apps and online platforms cataloguing pop culture interests (e.g. film, books, gaming) represent a surging desire for an alternative to established social media, populated by hobbyist fans seeking depressurised, algorithm-free communion. We decode a scene offering a wealth of audience intel for...