FRANK SIMONETTI AND VERONICA ZELLE

FOR KNOWING WHERE GEN Z LIVES

SOON AFTER JENA Rose, a 21-year-old singer from Texas, debuted her first single, “Checkmate,” last summer, her largely teen fans launched a campaign to get her) and with Atlantic Records to promote 15-year-old country singer Mason Ramsey. Sweety High tapped its influencers (including Rose) to drive attention to Ramsey’s 2019 single “Before I Knew It” on TikTok, getting fans to post videos of themselves dancing to the song. The song has now appeared in over 500,000 TikToks. “Mason and his team would never think to do that, because they don’t know [that fan base] exists,” Simonetti says. “It sounds simple, but if you’re not in the culture 10-feet deep, you really wouldn’t know all this.”