"""

Brands are using music as a new-generation marketing tool

In the U.S., music marketing is emerging as a more visible growth driver for retailers and quick-service restaurant chains. E.l.f. Beauty has released Mirror Mix, an album featuring seven rising artists, while Gap and Wendy’s have also expanded their marketing strategies with entertainment-led projects.

E.l.f.’s new album is available on Spotify, Apple Music, Amazon and Roblox. The company says the move is designed not only to spotlight independent artists, but also to serve as a touchpoint that strengthens its connection with customers.

E.l.f. channels rising profits into marketing and digital

The company’s music push came as it reported strong financial results. E.l.f. said its profit doubled in the latest quarter, marking its 30th consecutive quarter of growth.

Management reinvested more than 20% of net sales in the first quarter of the fiscal year into marketing and digital initiatives. The company said that share is expected to rise further over the rest of the year.

Tariff refunds helped support the budget

Part of the higher spending plan is being funded by tariff refunds. E.l.f. received $50 million in the three months ended June 30, and plans to use the money both to preserve pricing advantages and to increase marketing across its brand portfolio.

E.l.f. also measures marketing success by how well consumers remember the brand without prompting. According to the company, that figure has climbed from 13% to 45% over the past five years. The brand previously released a song that went viral on TikTok in 2019 and, in 2024, put out its first full-scale album before its second album.

Gap and Wendy’s are also seeking entertainment-led growth

Gap has formed a multi-year partnership with the boy band Just Your Type (JYT). The deal will include a multi-part documentary series, a nationwide mall tour and a co-branded clothing collection. The project is the first collaboration on the company’s newly launched fashiontainment platform.

Gap’s move follows a long restructuring period. Between 2001 and 2021, the company closed about 2,000 stores, while annual sales fell by $3.5 billion.

Wendy’s, meanwhile, has introduced a humorous emo album titled Songs to Listen to in a Wendy’s Parking Lot. The album’s lead track has drawn more than 450,000 plays on Spotify, while the announcement received hundreds of thousands of likes on Instagram.

Gen Z impact is showing up in the numbers

  • According to a June report from United Talent Agency, 90% of Gen Z are more likely to notice brands they find culturally relevant.
  • In the same group, favorability stands at 87%, consideration at 81% and purchase intent at 68%.

The data shows that brands are allocating more budget not just to advertising reach, but to cultural impact, engagement metrics and creative formats that can help drive store traffic.

"""