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Music as marketing and how to stay above the algorithm
A few thoughts on music's role in creating a brand vibe, and some reading essentials for you this year.
Hyper
January 21, 2025
This week, Oren touches on the importance of BTS, and Clayton gets introspective about the death of sneakers.
But really, we’ve been heads down in a series of new reports launching soon, touching on the rapidly changing landscape for brand creative, diving into the status of home goods brands, and looking at specific tactics for scaling creative.
More soon… and until then, dive into playlists and books with us to keep the ideas flowing.
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Music as marketing
Mastering brand playlists
Many brands try adding an audio dimension to their online presence, but the ones that succeed focus on purpose. Anyone can throw together a corporate playlist - the real magic happens when brands thoughtfully curate music that actually serves their community and reinforces their identity.
Take Satisfy Running, who has mastered the art of functional playlists designed specifically for runners. They don't just create generic workout mixes - they craft carefully sequenced soundtracks optimized for different types of runs and training sessions.
This elevates their playlists from mere background music to genuinely useful tools that enhance their customers' core activity.
On the luxury end of the spectrum, The Row has built an impressive following of over 40,000 listeners on Spotify through their monthly playlists.
Their curation demonstrates impeccable taste levels that mirror their design aesthetic - understated, sophisticated, and distinctly upscale. The music selection itself becomes an extension of their brand values.
And to the image above, that Boiler Room set is currently going viral… what does that Budweiser logo in the bottom left to accomplish? In today’s day and age, is that recognition enough, even for giant brands?
They certainly benefit from the viral hit, but does the era of the sponsor logo now need more intention? We think so.
Some of our favorite brand playlist examples are below 👇
Satisfy - Their “Playlists for the People” under their “Possessed” magazine, gives their audience something that they all want more of - music to run to.
Am Radio - Branching out from playlists into IRL experiences, AM Radio LA does morning DJ sets at coffee shops in Los Angeles. It’s a day party sure to be replicated by cafes worldwide looking for a bit of energy.
Barilla
Perhaps my favorite, playlists timed to the exact length it takes a stype of pasta to be done. Unexpected utility!
Kitsune - A fashion label and record label on equal footing.
One of the few brands whose playlists thrive purely off vibes (and possibly because of fan theories about their creation).
Hotel Costes Paris - Broadcasting 24hrs a day streaming, plus selections, the hotel has brought its lifestyle worldwide, and become a cultural destination in the process.
DS and Durga
Not just playlists, but creative oddball themes, with descriptions often written matching the style of fragrance notes.
Poolsuite
Perhaps the ultimate launch strategy, Poolsuite became so popular as an internet radio station with adjacent curation, it provided the launch platform for the popular Vacation sunscreen brand.
Your reading homework for this year
This year’s theme is staying above the algorithm. How are we thinking and generating ideas beyond what is served to us? To that end, we’re reading more books, and discussing more ideas irl. Some of our favorite book recommendations.
Caps Lock - Exploring the intersection of design and capitalism
The Business of Aspiration - As good of a guide as it gets on modern brand building
Gods & Kings - An inside look at the raw lifestyle of peak fashion design
Like Art - Glenn Obrien’s criticism and an introspective look at what advertising is
A technique for producing ideas - A guide to better, consistent creative thought
The Nineties - It’s important for our younger readers (especially) to understand pop culture pre-internet (and a good refresher for those who lived through it as well)
Art Direction Explained, At Last - One of the few books that touches on the subject of art direction in a way that is tactically useful
As an exercise, we will be reading Caps Lock above as a little “book club,” and Oren will be doing a live in February to discuss as a group. Grab a copy and we’ll share more details via Instagram in stories and his broadcast channel!
Brands as art
Continuing an ongoing series on brands that put art, product, and creativity at the center of their brand strategy, Oren dives into Moncler in a full length on Youtube.
Hyper Reports
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Oren & Clayton ❤️ you