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KPN Retains Young Audiences via Music State Platform

Brand
KPN
Platforms
None
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KPN faced the challenge of retaining young audiences after removing their youth label. To address this, they launched Music State, a mobile-first music platform tailored for Gen Z users. By partnering with Spotify, artists like Bokoesam and De Sluwe Vos, and labels such as Top Notch and Spinnin Records, Music State delivered daily content to engage its target audience. The platform successfully boosted customer acquisition and brand loyalty, demonstrating KPN's ability to maintain relevance in a competitive market. The initiative highlighted the power of music as a bridge between product and audience, proving that a user-friendly approach can drive long-term engagement. The success of Music State showcased KPN's strategic ability to adapt and innovate while preserving its core values.

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Published around: March 13, 2023 ?
Added to Agency Inside: March 25, 2026

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