When Brands Hit the Right Note: Unlocking Culture Through Music
Rah Bhatt, Director, Creative Strategy | MassiveMusic
Think of the last song that gave you goosebumps – the one that briefly stopped time. Maybe it was Fleetwood Mac’s “Dreams” resurfacing on TikTok, or Kendrick Lamar’s emotionally charged Super Bowl performance sparking a national conversation. Music isn’t just entertainment – it’s emotional glue, binding us together and shaping the soundtrack of our lives.
Renowned neurologist and author Oliver Sacks put it best: “Music is part of being human – we’re neurologically attuned to it.” Neuroscience agrees, showing music’s ability to trigger dopamine, sync our heartbeats, and shift our moods in seconds.
Now imagine brands working not just with music, but with partners who truly understand its DNA. Suddenly, the goal isn’t just creating a catchy tune – it’s building deeper meaning, creating connection, and becoming part of culture.
Yet fewer than 20% of Fortune 500 companies invest in a well-defined sonic strategy. And this goes far beyond logos or jingles – it’s about a holistic sonic ecosystem: music strategy, UX sounds, retail environments, live experiences, and more.
Brands that get this are winning. Taco Bell’s collaboration with Doja Cat wasn’t just a fun campaign – it was a cultural moment. McDonald’s tapped into Travis Scott’s influence to reshape perception and connect with younger audiences. Even Crocs flipped their narrative by teaming up with Post Malone, transforming from niche to must-have. Desperados Beer collaborated with Latin Grammy-winning Colombian producer OVY ON THE DRUMS and Venezuelan rapper MICRO TDH to create the track “GUAO GUAO,” capturing the spirit of Latin culture and immersing listeners into the brand’s energetic identity.
But these aren’t flukes. They’re the result of thoughtful partnerships with music and audio specialists who help brands understand what elements make a piece of music stick, and why it matters to people. When brands can pinpoint what truly moves their audience and build around that, they don’t just join cultural conversations – they help write them.
In the end, music and sound aren’t just accessories. They’re part of how we feel, remember, and belong. Brands that learn to harness this don’t just sound better – they connect more deeply, stick longer, and matter more.
So the next time you hear a brand’s sonic expression – whether it’s in a campaign, a playlist, or the subtle hum in an app – pause and ask: does this feel like meaning, or just noise?
The brands that rise above the noise are the ones who stop trying to be heard – and start learning how to listen.
What culture will your brand compose?
