Boys & Girls agency, specializing in media representation and PR, has established an unconventional collaboration with a representative of the rising Generation Z. Their new client is eighteen-year-old singer THERA, who is currently experiencing a breakthrough moment in her career as part of the European tour of global star Jason Derulo.
Collaboration with a representative of the youngest adult generation brings a fresh perspective to established mechanisms in music PR. According to agency representatives, the young artist’s approach differs significantly from more experienced show business veterans, particularly in terms of professional humility and strategic brand building. Although the current association with Jason Derulo offers immediate media impact, the singer has decided to pursue a path of gradual, authentic career building without excessive leveraging of the more famous colleague's name.
Working with clients born after 2000 also exhibits specific characteristics in communication. While older generations of managers or artists often question prestigious media outputs, younger talents react more immediately to achieved milestones, even if they may appear economical in the digital environment.
“When you tell me that you’ve arranged an interview, I’ll just write: Great, thank you. But in reality, I’m screaming with joy,”
described singer THERA, detailing the behind-the-scenes of mutual communication via social media.
Boys & Girls agency, accustomed to dealing with company directors and creatives from various industries, sees this experience as an impetus to re-evaluate client relationships. The generational difference is particularly evident in the appreciation of media space in magazines like Forbes or Elle, titles that older generations often take for granted, while for emerging artists they represent crucial career milestones.
The case of the young singer shows that Generation Z can bring an honest approach to work and a high degree of self-reflection into the creative industry. For PR managers and agents, this means adapting to a different style of feedback and utilizing authenticity, which is key for this age group. According to agency representatives, the approach of the youngest talents can also be an inspiration for seniors in the field.