Coldplay is one of the biggest bands of the 21st century. They're known for their emotional lyrics that focus around love, hope, and loss. They've been around since 1997, and as such, have the perception of being an older band. Their core audience consists of mostly millennials and older generations who grew up with their music - so while Gen Z knows many of their most played, popular songs, they don't have the same connection to Coldplay as older generations do. The group’s earliest albums are BritPop and Rock, but the band has experimented with alt. rock, pop, and electronic genres.

To reintroduce Coldplay to GenZ by positioning them as a relevant brand they can connect with, to inspire them to listen and connect with the Coldplay community that fosters acceptance, love, and sustainability.

We're talking to college students and recent graduates (18-25 years old) who grew up listening to Coldplay's most well-known songs, either because their parents love Coldplay or because they would hear it on the radio. They’ve never attended a Coldplay concert, but love live music and regularly attend concerts. They like the "younger" artists like Taylor Swift and Sabrina Carpenter, they purchase artist merchandise because they think it looks cool, and they like following and supporting artists journeys. Since they're reaching the age where they become "real adults," they're enjoying the trends of nostalgia because it brings them comfort and reminds them of their childhoods.

The rebrand should feel nostalgic, reconnecting the audience with the Coldplay brand. It should be colorful and vibrant, reflecting the core essence of what fans love and connect with in Coldplay’s established brand, and emotional, reinforcing the power of the band's lyricism. The imagery should feature cosmic visuals that pay homage to the themes and symbolism in their songs, presented in a retro, dreamlike style.