How Superorganism formed, creates, and distributes their music is a masterclass in understanding Generation Z and the future of work.
Formed in early 2017 and now based in London, Superorganism, is an eight-member English indie pop band. Their electronically-tinged, meme-infused music is a perfect fit for the internet age. The angst behind the lyrics and deadpan delivery of Superorganism's lead vocalist, Orono Noguchi (an 18-year-old Generation Zer), also fuels the connection with the emerging generation.
Hits like "Everybody Wants to Be Famous" and "Something for Your M.I.N.D." have reached over 10 million people on YouTube and landed them on BBC's Sound of 2018 list. They were also featured on the soundtrack of FIFA 18, Legion, and The Lego Movie 2: The Second Part.
9 Ways Superorganism Is a Reflection of the Future Workforce
The self-proclaimed "music nerds" of Superorganism met online in various music forums and bonded over their shared interest in internet memes.
- Gen Z builds digital relationships with ease. Seventy-one percent of Gen Zers believe they can be friends with someone they have only met virtually (compared to Millennials at 64%, Gen X at 59% and Boomers at 50%)
Noguchi discovered her future bandmates via YouTube, befriended them on Facebook, and eventually met some of them in Japan when they were touring with their former group, The Eversons.
- Gen Z uses social media to connect, contribute, learn, and even evaluate employers. Forty percent of Gen Z say they would use YouTube to determine if they want to work for a company while 37 percent would use Instagram, and 36 percent would use Snapchat.
Superorganism started as a casual recording project with members collaborating remotely from different countries, such as the United Kingdom, the United States, New Zealand, and Australia. Some band members even join media interviews remotely. (Watch this as an example.)
- Gen Z and the future of work will be decentralized. Work can happen wherever and whenever. Seventy-four percent of Millennial and Gen Z managers have team members who work a significant portion of their time remotely (compared to 58 percent of Baby Boomers).
Noguchi singing ability was discovered on SoundCloud, where she had been regularly posting herself singing cover songs.
- Gen Z are influencers with the necessary tools at their fingertips to build a brand or business. Forty-six percent of Gen Z is already participating in the gig economy, according to the latest research from The Workforce Institute at Kronos Incorporated and Future Workplace.
The band had their first hit before they ever met. Noguchi recorded the lyrics to their debut single in 30 minutes via her MacBook Air while in Maine USA. They are entirely a do-it-yourself bedroom band. Similarly, Gen Z superstar, Billie Eilish, writes and records songs in her bedroom and is now the first album chart-topping music artist born this Millennium.
- Gen Z takes a do-it-yourself mentality to work. Seventy-one percent of Gen Z say they believe the phrase, "If you want it done right, then do it yourself."
As of late 2017, seven out of the eight band members live together in a large house in London. The house doubles as a studio where everyone is involved in the writing and production process of the music.
- Gen Z wants to work fluidly. Seventy-five percent of Gen Z would be interested in a situation in which they could have multiple roles within one place of employment.
Superorganism consists of members from England, Japan, South Korea, Australian, and New Zealand, all with diverse talents such as vocals, guitar, writing, drums, visual artist, sound mixing, and production.
When asked about attending college, Noguchi said "[Forming Superorganism] was a really big decision but you don't get to decide when opportunities come. So I'll do this, and I can go to college any time I want."
Many of Superorganism members prefer to adopt mysterious personas rather than reveal too much personal information.
- Gen Z is concerned about privacy. Seventy percent of Gen Z would rather share personal information with their pet than with their boss.
As a Millennial and Generation Z keynote speaker and trainer, I help companies lead, engage, and sell to the emerging generations. If you'd like help solving tough generational challenges inside your organization, click here.