In today’s saturated digital landscape, brands are constantly searching for new ways to stand out, connect with audiences, and stay culturally relevant. One of the most powerful, yet often underutilized, tools? Music.

From global fashion houses to challenger DTC brands, music is no longer just a background element. It’s becoming a core part of how brands express who they are, how they feel, and what they stand for.

Let’s explore why music matters more than ever in brand marketing and how your brand can harness its power.

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The emotional power of music in branding

Music has a unique ability to evoke emotion and memory. Neuroscience shows that it activates the same areas of the brain responsible for processing feelings, identity, and long-term memory. That’s why a specific song can instantly transport someone to a moment, a mood, or a brand.

For marketers, this emotional resonance is gold.

In the same way visual branding uses color and typography to trigger recognition, music can create an audible identity that lingers long after a campaign ends. Whether it’s a calming playlist in a wellness app or high-energy beats at a product launch, music shapes how people feel about your brand.

And for Gen Z and millennials, who see music as an extension of self, brands that integrate music authentically are perceived as more relevant, relatable, and culturally in tune.

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Case studies: brands that are building culture through sound

Nike - 'Powering movement through music'

Together, Nike’s Nike Run Club playlists on Spotify have attracted more than 1.2 million followers. Designed to motivate runners, the playlist features energizing tracks and mixes curated by athletes and Nike's creative team. It's a perfect example of how music can support product use cases, deepen brand utility, and build community — all while reinforcing Nike’s core message: “Just Do It.”

H&M - 'The fashion of sound'

According to H&M’s own music team, the company now holds the title of the largest organic brand playlist presence on Spotify, with its flagship playlist, 'The Sound of H&M', attracting over 143K followers. By blending fashion and music, they've built a sound that reflects their identity: youthful, bold, inclusive, and trend-conscious. With curated in-store playlists, music events, and collaborations with rising artists, H&M is turning music into a lifestyle extension of the brand — not just selling fashion, but shaping culture through sound.

‍Starbucks - 'Brewing atmosphere digitally'

Starbucks has long understood the power of sound in shaping ambiance. When they retired their in-store CDs, they went fully digital with their Spotify playlists, attracting over 180K followers. Their Coffeehouse playlist perfectly mirrors the relaxed, creative vibe of their cafés, giving customers the Starbucks experience, even from home.

These brands show that music isn’t a “nice extra”, it’s a strategic branding tool. Whether you’re selling sneakers, coffee, or clothes, the right playlist can turn your brand into a cultural experience.

Creating a seamless brand experience, online and offline

Think about the vibe when you walk into a physical store. The lighting, the scent, the layout - and yes, the music - all work together to create an experience. That same atmosphere can and should be extended into digital spaces.

By curating playlists that match your brand’s personality, you can:

• Recreate the in-store feeling on digital platforms
• Enrich content across social media, apps, and websites
• Enhance brand storytelling through mood and tone
• Build an emotional layer to product discovery and brand interaction

Whether it’s a lo-fi chill playlist for a skincare brand or dance beats for an athleisure line, the right sound can deepen customer connection and build lasting loyalty.

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How to build your own branded playlist

Ready to give your brand a voice, literally?

Here’s how to get started:

1. Define your brand’s sound: What emotions or values do you want your audience to feel?
2. Think genre, tempo, tone: Are you upbeat and energetic? Smooth and soulful? Edgy and experimental?
3. Stay consistent across platforms: Integrate playlists into your social strategy, website, in-store audio, and even email marketing.
4. Update regularly: Keep it fresh and reflective of seasonal moments, product drops, or cultural trends.

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Collabhouse: your partner in music-driven branding

At Collabhouse, we make it easy for brands to find their sound.

Explore our curated library of high-quality, up-and-coming artists across genres, all pre-cleared for sync licensing, so you can use the music legally and instantly.

Want a custom playlist that fits your brand’s exact vibe?
Our team of music curators is ready to help. Whether you're looking for a signature sound or music for specific campaigns, we’ll match you with the right tracks and the right artists.

Authenticity. Simplicity. Cultural relevance. That’s what we deliver.

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Final thoughts: let your brand be heard

Your brand already has a look. Now it’s time to give it a sound.

Music isn’t just a nice-to-have, it’s a strategic tool for deeper emotional connection, stronger brand recall, and greater cultural presence. Just like H&M, you can create an audio identity that turns listeners into fans and customers into loyal advocates.

Let your audience hear what your brand stands for.
We’re here to help you make it sound unforgettable.

👉 Get in touch with our team‍

We’d love to help you craft a soundtrack that truly fits your brand.