The study investigates the phenomenon of visual communication in the music industry through the perception of Generation Z members. Generation Z includes individuals born between 1995 and the early 2010s, characterized by growing up with the internet, social media, and mobile technologies. They are known for their digital literacy, social awareness, and preference for visual content. With the advent of YouTube in 2005, music videos became more accessible to a wider audience, enabling faster and broader distribution of music content. Then, social networks like Instagram and TikTok, which emerged in the 2010s, further accelerated the trend, allowing artists to directly communicate with their fans and promote music content through short videos and other visual formats. This evolution of visual communication has impacted generations, particularly Generation Z, during which many changes have been recorded through technological advances in playback tools, as well as their understanding of music, making visual elements an indispensable part of the music experience. The research was conducted using focus group methodology, and the main research question relates to differences in the perception of the importance of visual communication among Generation Z members, depending on their birth years within the generation. The results of the study show that Generation Z members consider visual communication an important element of the music industry. Older members of Generation Z pay more attention to music videos compared to younger ones. Social networks Instagram and TikTok, according to Generation Z, contribute more to the popularization of the visual representation of music content than YouTube.