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.

  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond