THE GENERAL, A SENIOR CAR INSURANCE BRAND, NOTICED PEOPLE ON TIKTOK MAKING SONGS IN THEIR CARS. SO, TO CONNECT WITH A YOUNGER AUDIENCE, IT SET UP A MOBILE RECORDING STUDIO IN A CAR — SOUND STUDIO. PARTNERING WITH EPIC RECORDS, A BIG MUSIC LABEL, THE GENERAL SCOUTED TALENT FROM TIKTOK. THEY GAVE EMERGING ARTISTS RECORDING SESSIONS AND A CHANCE TO LAUNCH THEIR SONGS ONLINE. 

THIS MOVE WASN'T JUST ABOUT CAR INSURANCE; IT SHOWED THE GENERAL SUPPORTING NEW VOICES IN MUSIC, BLENDING CAR CULTURE WITH A SOCIAL MEDIA TREND AND A BIG RECORD LABEL. IT MADE THE GENERAL NOT JUST AN INSURANCE BRAND BUT A PART OF CURRENT CULTURE AND CREATIVITY.