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Music as Marketing
Bruce Hamilton
July 29, 2025
The smartest brands aren’t just running ads. They’re curating an audio experience. Music has become one of the most powerful tools in modern marketing, from TikTok soundbites to full-blown artist collaborations. This week, we break down how brands are using music to drive culture, why owning a sound is as valuable as owning a logo, and what it means for the future of brand storytelling.
This week in pop culture & business
Tea became the #1 app then experienced a massive breach
The dating safety app Tea has suffered a major data breach, exposing over 72,000 user images along with sensitive profile information. The app, designed to help women verify identities and flag unsafe interactions with men, is now under scrutiny for its security practices. While Tea has launched an investigation and promised enhanced protections, the breach raises serious concerns about privacy and data protection in the rapidly growing dating app industry.
Sydney Sweeney has become an economic force
Sydney Sweeney has unexpectedly become the face of a meme stock surge after a viral ad campaign for American Eagle jeans sparked a frenzy on WallStreetBets. The actress’s endorsement coincided with a spike in the retailer’s stock price, fueled by retail traders rallying behind the brand. While American Eagle’s fundamentals remain steady, the stock’s sudden jump highlights the continued influence of celebrity culture and viral moments on market movements.
The NFL is in talks to acquire 10% of ESPN
The NFL and ESPN are closing in on a landmark deal giving the league an equity stake in ESPN in exchange for expanded media rights. The partnership will see more NFL games and exclusive content streamed on ESPN platforms, including ESPN+. This move would strengthen Disney’s sports portfolio while deepening the NFL’s influence in its media distribution, marking a significant shift in the relationship between leagues and broadcast partners.
LVMH is looking to sell Marc Jacobs
LVMH is in talks to sell Marc Jacobs, according to sources familiar with the matter. While discussions are still early, the potential sale would mark a rare divestment for the luxury conglomerate. Marc Jacobs, which has seen fluctuating performance over the years, remains a recognizable name in fashion but is no longer a core growth driver for LVMH. A sale could allow the brand to refocus under new ownership while LVMH concentrates on its strongest-performing labels.
OpenAI CEO Sam Altman warns there is no legal confidentiality when using ChatGPT as a therapist
Sam Altman has warned users that there is no legal confidentiality when using ChatGPT as a therapist, emphasizing that conversations are not protected under doctor–patient privilege. While OpenAI maintains strong privacy protections, Altman stressed that ChatGPT is not a licensed mental health provider and should not be considered a substitute for professional therapy. The statement comes amid rising use of AI chatbots for emotional support, highlighting the need for transparency about privacy and limitations.
Music as Marketing
In 2025, music isn’t just entertainment. It’s one of the most powerful tools in brand building. From viral TikTok soundbites to curated playlists on Spotify, companies are realizing that sound can create emotional connections in ways visuals and copy simply can’t.
Why Music Works as Marketing
Music has always shaped culture. But in today’s attention economy, its role has evolved from background noise to brand signal.
Emotional impact: Music triggers memory and emotion faster than almost any other sensory input.
Shareability: A sound clip can travel across platforms in seconds, embedding a brand into the cultural conversation.
Community building: Playlists, concerts, and collaborations create touchpoints where brands live in a consumer’s lifestyle, not just their shopping cart.
From Soundtracks to Sonic Branding
Music playlists have become marketing channels:
Nike Run Club curates workout soundtracks
Starbucks creates seasonal playlists aligned to store vibes
A24 curates emerging artist playlists that align with film releases
Music-First Platforms are the New Billboards
TikTok, Instagram Reels, and YouTube Shorts are all sound-driven ecosystems. In 2025:
Over 70% of trending TikTok content is tied to specific tracks
Brands that own or partner around trending sounds see significantly higher ad recall
Emerging artists are building careers by strategically aligning with products, platforms, and brands
The New Playbook: Music as IP, Not Just Asset
In 2025, forward-thinking brands don’t just license music, they own music IP.
They sign deals with artists
They release exclusive tracks or remixes for campaigns
They create events that live beyond traditional ad campaigns
They craft playlists to create an audio experience
Music is no longer an accessory to the marketing strategy. It is the strategy.
Music as marketing isn’t new but the way it’s integrated into brand storytelling has changed. Brands are no longer just buying 30 seconds of a song. They’re embedding themselves into culture, streaming platforms, and fandoms.
And in a noisy world, being part of someone’s playlist might be the best brand placement money can buy.
Curated Vibes
Featured Playlist: 2:15pm in Palm Springs
Spotify / Apple Music
Movie of the week: Fantastic Four
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