“This is the kind of music I’ll tell my children was from the best times,” one YouTube commentator remarked. Another added, “This is our Gen-Z Amr Diab.” Since releasing his album, Cocktail Ghena’y (2024), last month and generating numerous viral TikToks and comments about the man behind the anonymous mask, TUL8TE’s unconventional approach prompts us to ask: what defines an artist today? Some might argue it is the star qualities: the personality, charisma, look, and glamour. But for TUL8TE, and especially for Gen Z audiences, it is the authenticity and novelty of the music that takes precedence. In 2024, artists globally have generally adopted two distinct strategies for album rollouts. One approach involves a heavy marketing campaign with numerous photoshoots, performances, magazine interviews, radio appearances, and a meticulously planned release strategy for each single, complete with unique visuals. In contrast, some artists, like TUL8TE, have let their music and creative direction speak for themselves. TUL8TE, for instance, uses his album cover to evoke 90s romantic pop nostalgia. His cover, featuring him holding a rose against a vintage rosy backdrop, taps into the growing internet nostalgia for the 90s while maintaining…
