The Soundtrack of Marketing

Music has always been a driving force in culture, shaping the way we celebrate, connect, and even make purchasing decisions. Today, it’s more than just a background element—it’s a strategic marketing tool. When brands tap into the power of music, they unlock the emotional depth that sparks real connections, fuels engagement, and leaves an impact that lasts long after the moment fades.

 Let’s dive into how music is influencing marketing strategies, particularly in the experiential space, and explore why nostalgia, AI, and digital platforms like TikTok are rewriting the rules.

From TikTok to the Big Stage: Music’s Influence on Marketing

Virality on TikTok may feel spontaneous, but brands can no longer rely on chance. Success requires active listening, speed, and strategic alignment with what audiences are already engaging with. Brands now have to act quickly to capitalize on trending sounds, finding creative ways to associate themselves with the moment before it passes.

But what makes a song “TikTok-friendly”? The answer: there’s no formula. As our own Digital Strategist Ellis Finney-Wright puts it:

“I see people throw that term around all the time, but ultimately there is no rubric to making a TikTok-friendly song or ad. Popular artists have deep cuts chartinvg that they released 20 years ago, and breakout artists are getting top 5 hits that they made in their bedroom all because five seconds of their song became popular. There’s no blueprint.”

This unpredictability presents both a challenge and an opportunity for brands. The resurgence of older songs — like Headlock — has shown that nostalgia is a powerful force, and brands should be paying more attention.

“Nostalgia is such an underused tactic from brands. People are searching for a way to connect with their past now more than ever; searching for a bit of normalcy by doing things like listening to songs from our college years or watching comforting sitcoms from our childhoods. Why can’t brands tap into that well a bit more?” – Ellis Finney-Wright

Brands that recognize the cultural power of music — whether it’s nostalgic throwbacks or viral hits—can craft campaigns that don’t just capture attention but resonate on an emotional level. And for those looking to take it a step further, integrating music into live experiences.

Some brands are taking this even further. Coca-Cola’s Coke Studio platform doesn’t just use music in advertising — it actively funds and collaborates with artists to produce original content. By positioning itself as a cultural contributor rather than a sponsor, Coke strengthens its brand equity while empowering artists to create. The result is marketing that feels additive to culture, not extractive.

The Role of Music in Experiential Marketing

Experiential marketing thrives on emotion, and nothing sparks emotion quite like music. According to Jaclyn Smith, Director of Operations at Deep Cuts Entertainment, RedPeg’s music wing, music allows brands to create intimate connections with consumers:

“People are passionate about music, but industries such as insurance might not inspire a similar emotion. It’s finding a way to connect the two… getting your audience passionate about your brand by incorporating something they love the most — music.”

Some brands have already mastered this connection. For example, Marriott Bonvoy has extended music moments beyond the concert venue by hosting exclusive fan experiences within its properties around major tours. By turning hotel spaces into cultural hubs, Marriott transforms loyalty from transactional to emotional.

In a post-pandemic world, this strategy is even more effective. Consumers are more willing than ever to spend money on experiences, making music activations a natural fit. Brands that curate unique, immersive music moments will win the hearts (and wallets) of their audiences.

Technology, AI & the Future of Music-Driven Brand Experiences

As experiential marketing continues to evolve, technology is redefining how music is used in brand experiences. AI-generated music, hologram concerts, and virtual performances are no longer futuristic concepts — they’re here.

Take AI-generated music: The Beatles were nominated for a Grammy with a song that used AI to complete unfinished recordings. This raises questions about authenticity but also highlights the technology’s potential. Meanwhile, ABBA’s hologram concert in London has sold out multiple shows, proving that digital replicas can create real emotional connections.

“AI has great potential for experience, and ABBA Voyage is a perfect example of that. Using motion capture and advanced visual effects, ABBA performs as digital avatars resembling their 1979 selves while a live band plays alongside them in a custom-built arena. The show has been a massive success, selling out multiple performances and proving that technology can create immersive, nostalgia-driven experiences that feel just as real as a traditional concert.” – Jaclyn Smith

Another underutilized strategy? Long-term artist partnerships. Instead of one-off sponsorships, brands should invest in ongoing relationships with musicians. Bud Light’s years-long partnership with Post Malone has been a win-win, reinforcing brand loyalty in a way that a single sponsorship never could.

And finally, expect brands to extend their music experiences beyond concerts. Marriott Bonvoy, for example, hosted exclusive fan events inside their hotels for Taylor Swift’s Eras Tour, creating a layered brand experience that went beyond the venue itself. This showcases a key shift in the industry — music marketing isn’t just about the performance anymore. It’s about extending the experience beyond the stage.

Music has always been a universal language, and in marketing, it has become one of the most effective tools for creating lasting brand experiences. From TikTok-driven virality to immersive live events, the future of music in marketing is dynamic and deeply intertwined with cultural shifts.

The key for brands? Listen. Listen to how people engage with music, where they find meaning, and how it shapes their experiences. Those who do will create marketing moments that don’t just sound good — they resonate.