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Since being discovered on The X Factor, Zayn has been thrust into the spotlight as one of this generation’s biggest stars. From One Direction, to his standout solo career, wooing fans and creating hit records has been nothing out of the ordinary for him. With a massive public following and a new upcoming album, Zayn and his team were looking for a new channel to leverage his audience. While social media and streaming services have made his music more accessible than ever, it still comes with major drawbacks for an artist. Fans can feel disconnected and mass targeted, while artists are left in the dark from knowing their biggest supports. For an album that he called “his most personal project to date,” it was only right to use a personal experience to invite fans on his journey.