Marketers are using music as the conduit to culture

Together with

The Future. As it becomes increasingly difficult to stand out in a crowded marketplace, marketers are looking for novel ways to put out brand content that resonates with shoppers — and they’re guessing that’s through music. If done right, collabing with a well-known artist to produce an exclusive track or creating original music as a brand may just give brands their viral moment.

Good musical stewards
Digiday highlights how marketers are using music to tap into culture and reach the target demographics of their clients.

  • Pepsi partnered with Chloe Bailey to release a new version of the song “Footloose” with a TikTok challenge.
  • General Mills’ Monsters Cereal brand launched a new zombie DJ character with her own TikTok account featuring a remix of “Monster Mash.”
  • Coca-Cola created its own studio to record original songs.

Tricky business
While reaching music culture authentically is good for business, using a song or artist just to increase cultural cache and the bottom line risks misalignment and even public backlash, according to music marketing execs. Because music can be deeply personal with historical and cultural significance, fans can see right through inauthenticity. Remember the infamous Pepsi commercial with Kendall Jenner?

Kait Cunniff

Kait is a Chicago-raised, LA-based writer and NYU film grad. She created an anthology TV series for Refinery29 and worked as a development executive for John Wells Productions, Jon M. Chu, and Paramount Pictures. Her favorite color is orange.


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