The Influence of Music Partnerships in Modern Marketing

Music has long played a vital role in marketing strategies, but with the meteoric rise of TikTok, it has become an increasingly powerful tool for connecting with audiences.

Major brands worldwide are recognising this trend and leveraging music to establish deeper connections with their consumers. One such brand making waves in the music scene is Coca-Cola, which recently announced its summer music campaign featuring an original song ‘Be who you are (real magic)’, by acclaimed American songwriter and musician, Jon Batiste. This campaign was launched on Coca-Cola’s new global music platform, Coke Studio.


Coke Studio aims to unite Coca-Cola with consumers across the globe through their shared love of music. The platform not only produces original music releases but also serves as a host for some of the world’s most iconic live music festivals, including Lollapalooza in Sweden, Tomorrowland in Belgium, and Coachella in California, among others. By integrating music into their marketing efforts, Coca-Cola seeks to forge stronger emotional connections with their target audience.

Javier Meza, Coca-Cola’s senior vice-president of marketing in Europe, recognises the unparalleled ability of music to uplift and connect people. He acknowledges that today’s target audience is more engaged with music and digital audio than ever before. Meza emphasises that music provides a sense of connection and encourages self-expression, often serving as the catalyst for memorable shared experiences.

However, Coca-Cola is not the only brand to recognise the power of music in marketing. For the past seven years, the Levi’s Music Project has been at the forefront of connecting young talent with renowned artists. This initiative goes beyond traditional marketing strategies and focuses on nurturing aspiring artists through workshops, education programs, and concerts.

The relationship between brands and the music industry is undoubtedly a win-win scenario. Brands possess the ability to bring immense value to the table. With their vast audiences and innovative platforms, they can revolutionise how talent is fostered and discovered. By partnering with established artists and creating unique experiences, brands can capture the attention of consumers in a way that traditional advertising alone cannot.

Music has transcended its role as mere background noise in marketing campaigns. It has evolved into a key driver of engagement and emotional connection. Brands that recognise this shift and embrace music as a strategic element of their marketing efforts stand to benefit greatly. By aligning themselves with the universal language of music, brands can tap into the hearts and minds of their target audience, fostering deep connections that extend far beyond a transactional relationship.

Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch here.