When people think of branding, they often picture logos, slogans, or TV commercials. But some of the most powerful brand memories come from music. A few notes, a familiar voice, or a catchy jingle can trigger recognition faster than any image. This is why music marketing has been one of the oldest tools in advertising — and why it still matters today.
Over the past decade, brands in Vietnam and worldwide have invested heavily in music. Some created full-scale music videos, while others relied on short jingles or catchy audio ads. Now, with the rise of new platforms and even AI, music is finding its way back into the branding spotlight. Old tricks are not dead. They are evolving, let’s explore the music marketing with Mueller Group Limited in the article below!
Why Music Still Matters for Branding
Music works because it speaks directly to emotion. A soundtrack can turn a campaign into a memory. A collaboration with the right artist can transform a product into a cultural moment.
- Emotion. Songs capture feelings that slogans cannot.
- Culture. Music connects brands with communities and trends.
- Memory. Catchy sounds stay long after visuals fade.
For brands, music is not just decoration. It is a shortcut to relevance.
MV Collabs: From Overused to Selective
Around 2015–2020, Vietnam saw a wave of brand–artist music video collaborations. Companies like Tiki, Biti’s, and Pepsi turned ads into hit songs.
- Tiki x Bích Phương. Campaigns like Em Chưa Lấy Chồng blurred the line between advertising and pop culture.
- Biti’s Hunter. The Đi Để Trở Về (A Journey to Return) series became a seasonal anthem for youth, embedding the brand in the Vietnamese New Year ritual.
“Đi để trở về” trailer (Video Source: 1989s Entertainment)
At the time, MV collabs felt fresh and impactful. But as more brands copied the formula, audiences grew tired. Today, music videos are no longer a guaranteed success.
Still, that does not mean they are irrelevant. When done selectively — with authentic stories, the right artists, and minimal “product pushing” — MV collabs remain powerful. They are no longer a trend. They are a tool, and like any tool, they need the right context.
Audio Advertising: The Quiet Comeback
While music videos grabbed headlines, another form of music marketing has been quietly making a comeback: audio advertising.
- Spotify ads. Creative audio spots use music and voice to deliver brand messages in a personal way.
- Podcasts. Branded jingles and sponsorships feel native in audio-first environments.
- TikTok sound culture. A 15-second soundbite can turn into a viral trend, giving brands global exposure.
In a time when attention is scarce, audio is intimate. People listen while driving, working, or relaxing. That makes audio advertising one of the most direct ways to connect. What once felt old-fashioned is now one of the smartest plays in the attention economy.
The AI Layer in Music Marketing
Of course, no discussion of modern marketing is complete without AI. In music, AI adds a new layer to old strategies rather than replacing them.
- Personalization. AI curates playlists for platforms like Spotify and Apple Music, making branded music campaigns feel tailor-made.
- AI-generated music. Tools now create custom jingles or background scores at scale.
- Local innovation. Techcombank’s AI-powered song generator in Vietnam let customers create 40,000 unique tracks celebrating personal goals. It was a campaign built on both technology and emotion.
AI is not here to replace musicians or marketers. It is here to amplify possibilities, turning mass campaigns into personal experiences.
Lessons for Marketers
So what should brands take away from the evolution of music marketing?
- MV collabs are not dead. They just require smarter execution and real cultural insight.
- Audio advertising is back. In an audio-first era, short branded jingles can be more effective than flashy videos.
- AI is a partner. Use it to scale and personalize, but never forget the human emotion at the core.
The key is balance. Old tools can feel fresh again when used with creativity. New tools can feel powerful when anchored in emotion.
>>> Read more lessons for any marketer: Go the Extra Mile with Sonic Branding Power
Conclusion: Going the Extra Mile with Music Marketing
Music marketing has never disappeared. It simply changed shape. From brand anthems and music videos to jingles, podcasts, and AI-driven personalization, the common thread remains the same: music makes people feel.
For brands, the opportunity is not in chasing trends but in choosing wisely. A well-placed song or a clever audio ad can last far longer in memory than a viral visual. And with AI now adding new possibilities, the canvas is bigger than ever.
At [mg.limited], we believe great branding happens when you Go The Extra Mile. In music marketing, that means blending the timeless power of melody with the tools of today, ensuring your brand is not only seen but also heard, remembered, and loved.
