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February 5, 2024

Music & Marketing

Elli Haddick

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Elli Haddick

This last week was a doozy. We lost all of Taylor Swift's music (and so many others) on TikTok. Then, last night at Grammy’s, she announced a new album, so I thought we could talk about the connection between music and marketing. 

When I was a sophomore in college, I randomly signed up for a class titled “History of Rock & Roll.” I was in need of electives and thought listening to music for the semester would be kind of fun. But what I didn’t know was how little I actually knew about music.

I experienced a genre of music I never really appreciated. But I noticed that music always brings people together. Music has the power to evoke emotion and connect audiences. 

The relationship between music and marketing has a rich history, evolving with changes in generations, technology, and media. From radio jingles to TikTok, music continues to be the glue that sells. 

Jingles and Brand Recall

Many successful marketing campaigns have employed jingles – short, catchy musical tunes associated with a brand. Associating a particular song or musical theme with a brand can help establish brand recognition and make the brand more distinctive in consumers' minds. McDonald’s is going 20 years strong with the iconic “I’m Lovin’ It.”

Advertising Campaigns

Music is frequently used in advertising campaigns to enhance the overall impact. A well-chosen song can complement the message of the advertisement, capture attention, and create a positive association with the brand. In 2015, Jeep combined their Renegade with the song of the same name and had everyone thinking of their car every time this came on the radio.

Collaborations and Sponsorships

Brands often collaborate with musicians for special events, sponsorships, or endorsements. This collaboration can help both parties reach new audiences and create a unique marketing synergy. RunDMC wrote “My Adidas” before he ever at a deal with Adidas. They genuinely loved them that much. Adidas had a history of collaborating with athletes but quickly learned the new market RunDMC was creating. 

Social Media Content

Music has been a part of social media since Myspace. Recently, I heard someone refer to social media, or rather TikTok, as the new radio. It has now become the place to discover music, and brands continue to utilize music to sell their product. Brands still can’t use trending audio on TikTok without purchasing the licensing, but brands are getting creative, paying influencers to use their songs to create trends and viral videos. Need inspiration for TikTok content read our article 11 TikTok Content Ideas for Businesses.

Music continues to play a significant role in marketing by creating emotional connections, enhancing storytelling, and contributing to brand identity. And because of social media, this is attainable for all brands, not just brands who can afford a Super Bowl ad. Speaking of the Super Bowl, what are you more excited about the game, the halftime show, or the commercials? Send me your answers! As a true marketing nerd, my favorite thing about the Super Bowl is the commercials. Here is my all-time favorite Super Bowl commercial from last year by Tubi.