How a Florida Teen Became Queen of Gen Z's Favorite Video Platform—and a Top Brand Influencer

Meet 16-year-old Baby Ariel, Musical.ly's biggest star

How can you keep pace with an accelerating marketing ecosystem? Join us at Brandweek Sept. 12–16 in Miami alongside leading CMOs, founders and change makers from GatoradeMarriottAlo YogaCampbell'sUncommon James and more. Book now.

If you haven’t heard of Baby Ariel, one of two things is probably true: You’re either legally allowed to vote, or you’ve never used Musical.ly, the hyperaddictive social media platform that counts more than 100 million users, or “musers,” many of them Gen Zers.

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