How Music in Advertising Shapes Consumer Attitudes

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Why Music Matters in Advertising

For marketers and brands, capturing consumer attention has never been more challenging. With thousands of ads competing for space, the difference between an ad that gets ignored and one that sticks often comes down to one key element: music.

Music has the power to shape emotions, enhance brand recall, and create stronger consumer connections. Based on research, music in advertising \influences consumer attitudes, emotional responses, and even purchase decisions. But what makes certain ads stand out while others fade into the background?

Why Music Matters in Advertising

The right track can make an ad more memorable, trigger emotions, and even influence purchasing decisions. Studies show that music enhances ad recall, improves brand perception, and strengthens emotional connections with audiences. Whether it’s a custom composition or a licensed track, music gives brands a voice beyond words.

A prime example of music’s impact on advertising is Cadbury’s “Gorilla” ad (2007)—a commercial that became a viral sensation and a case study in how sound influences perception.

Rather than focusing on chocolate, the ad features a gorilla passionately drumming to Phil Collins’ In the Air Tonight. The slow build-up of the song, combined with an unexpected but deeply expressive performance, created an emotional hook that made the ad impossible to forget.

So why did it work so well?

• Music Triggers Emotional Responses – Studies suggest that music can create strong emotional connections, making ads feel more engaging and memorable. The emotional depth of “In the Air Tonight” heightened the viewer’s connection to the ad.

• Music Enhances Brand Recall – When music resonates, it helps consumers remember the ad—and by extension, the brand. Even though the ad wasn’t directly about chocolate, people still associated the excitement of the music with Cadbury.

• Unexpected Pairings Create Impact – The unexpected use of a gorilla playing drums made the ad stand out, proving that music doesn’t always need to be directly related to the product to be effective—it just needs to make people feel something.

Custom vs. Licensed Music: What’s Right for Your Brand?

Brands have two main options when sourcing music:

• Custom music – Composing an original track ensures exclusivity and alignment with the brand’s identity. It’s ideal for companies looking to establish a unique sonic brand.

• Licensed music – Using existing tracks (through music licensing platforms) allows brands to leverage the familiarity of popular songs, creating instant emotional connections with consumers.

Both approaches have advantages, and the right choice depends on the brand’s goals, budget, and the emotions they want to evoke.

Finding the Right Sound for Your Campaign

For brands, music is a way to connect with people. Research shows that when music fits a brand’s message, it makes the ad more effective. But finding the right track isn’t always easy, and sorting through endless options can be overwhelming.

That’s something we’ve been thinking about a lot. And we have launched the Rareform Audio x Black Sheep Music searchable catalog—a tool designed to make finding the right track easier and faster.

• 10,000+ high-quality tracks across different genres and moods

• Curated playlists to help you find the right vibe quickly

• AI-powered search to narrow down results based on mood, instrumentation, and style

• Music and sound design from major Hollywood campaigns

If you’re looking for music for your next project, we’d love for you to check it out. You can explore the catalog or reach out for custom playlists and licensing at team@rareformaudio.com.

What This Means for Marketers

For brands looking to create ads that truly connect with audiences, it’s a strategic tool. Research shows that when music is congruent with the brand’s message and resonates with the audience, it can amplify emotional responses, increase brand recall, and even influence consumer attitudes toward a product.

The takeaway? Choose music wisely. Whether it’s an iconic song or a custom composition, the right track can turn a simple ad into something unforgettable.

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Let’s Collaborate!

Need help building the tone for your production? Hit us up – the Rareform Audio team would love to help you create the perfect soundtrack that speaks to your audience and enhances the power of your visual storytelling to new heights!

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Rareform Highlights

Join our Spotify Playlist and vibe with us! Featuring an array of tunes our team has been listening to.

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