You tie in whatever you're speaking about into something that is culturally relevant. For example, you can tie in Zeeza with a student studying in his/her dorm in the middle of winter, sipping hot, steamy, delicious Egyptian hibiscus tea. Many students will be able to relate to this, especially with winter knocking at our door.

When I was in Miami, we went to shoot a music video for a local rapper ended up running into a popular NYC rapper who also wanted their own video. What I decided to do was have them each make a cameo in each other's videos. It added some realness and spontaneity in the music videos

Instead of doomscrolling, I carefully observe what I am seeing and the frequency at which I am seeing it. By doing this, I can identify the trends and sounds that are currently trending through social media