Cash App collaborated with everyone from Travis Scott to Red Bull to Cardi B to Meghan Tee Stallion and Miley Cyrus. These collaborations include cash and stock giveaways, tutorials and Cash App financial wisdom. Through linking itself with celebrities, Cash App embedded itself not only in communities of its users and fans, but also in the wider culture. Collaborations extend to charitable causes, like matching donations and emerging artist promotions.

Cash App curates its brand narrative around the hustle ethos, hip hop aesthetics, and voices of those who have often been traditionally excluded from the establishment but who are in charge of cultural innovation. Cash App started with empathy for a particular group of people and their particular interests, tastes and values. The outcome is that Cash App’s users feel like there’s nothing out there that’s like it - and that they are creating culture together with the app and all others who use it.

The commercial activity becomes cultural activity.

Over time, Cash App created recurring content streams, delivered in Gen Z-meets-hip hop aesthetics and revolving around democratization of investing and improving financial literacy. “Cash App Wisdom” is a series of explainers focused on everything from the basics of stock investing to account protection. Various money lessons are regularly delivered by Meghan Thee Stallion. A Red Bull Racing content partnership brings one up to speed on everything crypto.

Content creates a massive following and differentiates Cash App from other financial applications