For the launch of the all-new Chevrolet Groove, we know that our younger audience wanted a car that reflects their youthful lifestyle. We identified music as a key avenue to connect with Arab millennials and learned that despite listening to more music than anyone, they are under-represented in the regions music space. So we created ME-Pop, a brand-new music genre that combines different Middle Eastern artists, styles, and origins, to give our audience the representation they craved.