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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.
Whether it’s movies, candy or gifts, holidays like Christmas, Halloween or Valentine’s Day can seem to focus on consumption. But the rise of short-form video platforms has recently turned the holidays into an opportunity for creation, bringing friends and families together to produce their own content. Seasonal and cultural moments throughout the calendar year have long served as inspiration for marketers looking for ways to drive engagement with artists’ music.