Why brands need to stop sidelining music in audio strategy
Brands love podcasts, but music is still where Gen Z creates and connects.
As podcast advertising spend continues its meteoric rise, music has been quietly slipping out of the marketing spotlight. But for brands chasing cultural cachet and Gen Z relevance, that’s a strategic mistake.
This article explores why music still matters deeply in today’s audio landscape, how brands are missing out by deprioritizing it, and what smart marketers are doing differently—especially on platforms like Spotify or SoundCloud that are helping artists and brands shape culture together.
Short on time?
Here’s a table of contents for quick access:
- Music still leads culture—not podcasts
- Most audio listening is still music
- Legacy brands proved this already
- How brands can show up in music the right way
- Lessons from Toyota and Under Armour
- Final note: music as identity, not just media
Patrecia Meliana
Music still leads culture, not podcasts
Podcasts may dominate the media buzz, offering long-form storytelling and influencer cachet, but music remains where culture starts. Whether it’s underground remixes, niche scenes, or hybrid genres like pluggnb and jerk, music is where identity forms, movements ignite, and trends take flight.
That makes music essential for any brand trying to earn cultural relevance. And yet, despite the explosive growth of the creator economy—worth an estimated US$200 billion—many marketers still leave independent artists out of the equation.
Patrecia Meliana
Most audio listening is still music
Here’s the stat that should recalibrate your audio strategy: 74% of all audio listening is music. Not podcasts. Music.
Despite this, ad-supported music streaming has seen flat growth. That’s not due to lack of impact—it’s because many marketers don’t know how to engage beyond basic inventory buys.
Unlike podcasts, music platforms like SoundCloud offer a more emergent, interactive space. That’s where new sounds—and new subcultures—take root.
If your strategy centers only on talk, you’re likely missing reach and resonance, especially among Gen Z, who often use music to navigate identity, mood, and community.
Legacy brands proved this already
The case for music in marketing isn’t new. Some of the most iconic brand campaigns of the last few decades were powered by music—and not just as background.
Pepsi has been aligning itself with pop culture since the 1960s, but it was their 1984 collaboration with Michael Jackson that set the gold standard. The campaign—styled after the Billie Jean video—cemented Pepsi’s position as the drink for a new generation. That momentum carried into later partnerships with Madonna, Beyoncé, and Nicki Minaj, reinforcing the brand’s image as culturally in-tune and youth-driven.
In 2003, McDonald’s dropped its “I’m Lovin’ It” campaign with a Justin Timberlake jingle. The track became a global sonic identity that still defines the brand today.
Years later, they doubled down with the BTS Meal, tapping into K-pop’s global power to drive foot traffic and engagement. And again with New Jeans to promote their new menu.
Other brands followed suit. H&M’s partnership with Charli XCX brought playlists and performances to fashion retail.
Starbucks curated in-store soundtracks through Hear Music to deepen the customer experience, turning background tunes into part of its brand DNA.
These aren’t just nostalgic case studies—they’re proof that music delivers brand equity when done right.
How brands can show up in music the right way
Smart marketers aren’t just buying impressions—they’re co-creating moments with artists and fans. Here’s how music platforms enable brands to build real equity:
- Promoted tracks: Amplify up-and-coming artists whose message aligns with your brand.
- Remix campaigns: Encourage collaboration and spark innovation with open remix challenges.
- Artist partnerships: Let the artist lead and embed your brand authentically into the story.
Unlike traditional ad slots, these formats give brands access to an emotional and cultural connection that podcast pre-rolls can’t match.
Patrecia Meliana
Lessons from Toyota and Under Armour
Toyota’s SCENES campaign offers a standout playbook. After successfully spotlighting Regional Mexicana in 2024, the brand pivoted to SCENES: Latin Electronic in 2025.
The initiative didn’t just highlight emerging artists—it embedded the Toyota Corolla into the artists’ journey, making the car part of the cultural story, not just product placement.
Similarly, Under Armour’s Next Level Creators series featured rising star Lay Bankz, who not only appeared in campaign videos but also dropped a custom remix of her track. It wasn’t just branded content—it was a cultural moment timed perfectly for back-to-school season.
These are cases where brands helped make the moment—not just sponsor it.
Final note: music as identity, not just media
For Gen Z, music is more than entertainment. It’s a tool of self-discovery. According to SoundCloud’s Music Intelligence data, 79% of Gen Z say music discovery helps them understand themselves and the world better.
In this landscape, brands that co-create music experiences earn a place in that journey. Brands that stay on the sidelines? They risk cultural irrelevance.
The message is clear: Don’t just follow where culture is going—help fund it. Help build it.
Because when brands invest in music, they don’t just buy attention—they earn lasting cultural equity.
