Why Music Is Still the Ultimate Marketing Tool
Photo by @felipepelaquim on Unsplash
Before brand strategy decks and marketing calendars, there were burned CDs. Mine were always curated to a theme: moody for late-night drives, hype for pre-game rituals, romantic for the delusions I called a crush.
That wasn’t just teenage angst — it was instinctual brand building.
Even back then, I understood what most marketers now pay thousands in strategy to decode: that music has the power to instantly communicate mood, identity, and intention. And in a world where consumers are scrolling faster and brands are blending together, mood might just be your most valuable asset.
Music Is the New Brand Language.
Today, that same muscle I flexed with a stack of blank CDs is what I bring to my work with clients. One of my favorite, most slept-on tools? Curated playlists.
I use them to distill brand essence into sound. To translate product into vibe. To build community without saying a word.
When it’s done right, a playlist can:
Turn your IG link in bio into a branded experience.
Extend your product story beyond packaging and into emotion.
Invite your audience to spend time with your brand in a way that feels organic.
And the best part? It feels like a gift, not a sales tactic.
Brands That Are Doing It Right.
Let’s run it back to some brands that understood the assignment:
Aimé Leon Dore – These folks aren’t just selling elevated streetwear; they’re scoring your Saturday morning café run. Their “Sound” page is a masterclass in curating aspirational mood through music.
Barilla – A pasta brand said, “What if a playlist was actually useful?” and dropped cook-time timed playlists based on the exact minutes your spaghetti takes to boil. Innovative? Yes. Slightly ridiculous? Also yes. Effective? Absolutely.
Zara – Their in-store playlists have cult followings. The vibe? Euro-cool meets minimalist chic. Their music is an extension of the aesthetic they sell, and fans hunt the tracklists like drops
These aren’t just background noise. They’re part of the brand story. A moodboard you can actually press play on.
How I Use Music as a Brand Tool.
Recently, I had the chance to flex this approach with Doolce + Diego, a dog wellness brand that’s redefining what it means to pamper your pup.
We created three distinct playlists tied to their hero products, each one reflecting the energy and benefits of the SKU:
Get Zen – a vibe shift into calm. Think sunset walks and stress-free paws.
Joint Juice – inspired by motion. Bouncy, smooth, made for mobility.
Forever Young – high-energy, tail-wagging, youthful spirit.
These weren’t just “fun extras”—they became tools for storytelling, UGC prompts, retention, and vibe alignment across platforms.
Music is memory. It’s energy. It’s branding without saying a word.
Why Should You Care?
If you’re a brand looking to build community, extend your storytelling, or just feel more alive in a sea of sameness—a playlist might be your cheat code.
Because the truth is: attention spans are short, but vibes? Vibes stick.
So next time you’re planning a campaign, think beyond content calendars. Ask yourself:
“If my brand had a soundtrack, what would it sound like?”
Then press play.