Why brands like E.l.f., Wendy's and Gap are branching out into original music

In recent months, a notable shift has emerged as brands traditionally outside the music industry increasingly embrace original music production and entertainment ventures to fortify consumer engagement. Prominent among these are E.l.f. Beauty, Gap, and Wendy's, each leveraging music in distinctive ways to resonate with their target audiences and enhance brand visibility.

E.l.f. Beauty, widely recognized for its cosmetics offerings, has intensified its marketing strategy by releasing "Mirror Mix," an album featuring seven emerging artists, including a Grammy-winning songwriter and a professional WNBA player. This project follows the company’s earlier foray into music with the viral 2019 track "eyes.lips.face." and the 2024 compilation "Get Ready With Music, The Album." The new album is accessible across major streaming platforms such as Spotify, Apple Music, Amazon, and Roblox, reflecting E.l.f.'s intent to meet consumers where they spend their digital time.

The makeup brand’s investment in music forms part of a broader approach termed "disruptive marketing," designed to capture attention through entertainment-driven content that fosters emotional connections. E.l.f. has also explored innovative channels like TikTok reality series and live shopping on Twitch, signaling a strategic evolution from pure product promotion to immersive brand experiences. According to company executives, these efforts have contributed to tripling unaided brand awareness over five years and sustaining 30 consecutive quarters of profit growth.

Financially underpinned by recent tariff refunds totaling $50 million, E.l.f. plans to channel these resources into expanded marketing and competitive pricing, aiming to enhance its market position further. This move underscores the brand's commitment to integrating culture and commerce, positioning itself as an entertainment entity that happens to sell beauty products.

Parallel to E.l.f.'s musical ventures, Gap has inaugurated its "fashiontainment" platform through a partnership with the boy band Just Your Type (JYT). This collaboration encompasses a docuseries, a national mall tour, and a co-branded apparel collection. The initiative marks Gap’s strategic response to its prolonged sales decline and store closures over the past two decades, seeking to revitalize the brand by intertwining fashion, music, and cultural storytelling.

With entertainment leadership spearheaded by a newly appointed chief entertainment officer, Gap aims to create initiatives that transcend traditional marketing, elevating the brand’s relevance within contemporary cultural conversations. Executives emphasize that modern consumers increasingly prioritize experiences and narratives over straightforward product advertisements, prompting the retailer to pivot accordingly.

Wendy's, diverging from earnest musical campaigns, has released an emo-inspired album titled "Songs to Listen to in a Wendy's Parking Lot," characterized by humorous tracks like "She Said She Didn't Want Fries." This project has garnered significant social media traction and streaming numbers, illustrating the brand’s use of satire and viral content to maintain cultural relevance among younger demographics.

The strategic infusion of music into brand marketing reflects a broader trend driven by Gen Z and younger consumers, who exhibit heightened responsiveness to brands that engage with cultural moments and entertainment. Reports from talent agencies highlight that cultural relevance substantially influences consumer awareness, brand perception, and purchasing decisions within this cohort.

Collectively, these initiatives signal a paradigm shift wherein companies traditionally confined to retail or food service are adopting roles as content creators and cultural curators. By investing in original music and entertainment platforms, brands like E.l.f., Gap, and Wendy's are not only enhancing their marketing effectiveness but also redefining the intersections of commerce, culture, and media in the digital age.