By Kimeko McCoy • January 11, 2024 • 4 min read •
Ivy Liu
Music savvy marketers are realizing the importance of embracing culture through strategic music partnerships. It’s not just about being seen around culture, it’s about being part of it. According to music marketing experts, authenticity and thoughtful artist collaborations are key considerations.
“It’s about you as an organization, valuing something or someone deep enough,” said Phil Osborne, vp of production at advertising and digital agency Ruckus. “You’re not just using someone’s art. You’re owning what that art represents — so a whole other level of brand values.”
From exclusive artist tracks to original brand music, marketers are turning to music to connect with culture, especially with platforms like TikTok providing a huge opportunity for viral hits.
Leading brands are also taking steps to create their own original TikTok sounds, leveraging music to tap into the culture of their audience. For instance, Pepsi partnered with Chlöe Bailey to release a new version of the song “Footloose,” while General Mills’ Monsters Cereal brand featured a new character with its own verified TikTok account. Coca-Cola also embraced music, creating its own studio to record original songs.
According to Brian Feit, founding partner of BMF marketing agency, “Music has really become a link between culture and brands, and it’s allowing a better connection between the artist and the fans.”
With advertising facing increased privacy measures and digital fatigue, marketers are seeking out brand content that seamlessly merges with culture, rather than interrupting it. Music is proving to be a powerful tool, but only if used carefully.
Music marketing experts caution that brands must respect the personal and cultural significance of music when partnering with artists. Being inauthentic can lead to backlash and damage brand alignment.
Feit added, “You’ve got to be really mindful of who you’re partnering with because that’s the demographic that you’re going to get to. And if it comes off as inauthentic, the fans are gonna see right through it.”
Brands must navigate music marketing with caution to avoid potential misalignment and backlash as a result of inauthenticity.