Why Brands Like E.l.f., Wendy's, and Gap Are Creating Original Music

In an era where traditional advertising is losing its grip, major consumer brands are pivoting to a more immersive strategy: creating their own entertainment. Forget the static billboard; the new battleground for consumer attention is the streaming platform and the concert stage. From makeup to fast food, companies are realizing that to capture the modern shopper's heart, they must first become part of the cultural conversation through original music.

Key Takeaways

• Blurring the Lines Between Retail and Entertainment: Major brands like E.l.f. Beauty and Gap are actively producing original albums and content, moving beyond simple product placements to become full-fledged entertainment companies.
• The Rise of 'Fashiontainment' and 'Disruptive Marketing': Retailers are adopting terms like 'fashiontainment' to describe their strategy of blending style with storytelling, aiming to create viral moments that traditional ads cannot achieve.
• Music as a Connection Tool: For beauty brands, original music is a direct line to customer emotion, helping to define brand identity and foster a deeper sense of community among users.
• Gen Z and Cultural Relevance: Marketing strategies are increasingly centered on Gen Z, who prioritize brands that are culturally relevant and tell compelling stories over those with the loudest advertising budget.
• Financial Impact of Viral Campaigns: Successful disruptive marketing campaigns are proving to be highly profitable, with brands like E.l.f. seeing significant triple-digit growth in unaided awareness and profits.

Deep Dive into the Music Marketing Trend

The strategy of 'disruptive marketing' is at the heart of this revolution. This approach aims to create unexpected, attention-grabbing moments that consumers will actively seek out. E.l.f. Beauty is a prime example of this philosophy in action. Their Chief Integrated Marketing Officer, Patrick O'Keefe, explains that the goal is to change the conversation entirely. By building music programs that evoke emotion, E.l.f. aims to be top of mind for its community.

This isn't a new tactic for the brand, but a refined one. Their journey began in 2019 with the viral hit "eyes.lips.face.", which helped propel the brand into new dimensions when it was one of the first to master TikTok. Now, with their second album, "Mirror Mix," featuring seven rising artists including a WNBA player and a Grammy-winning songwriter, E.l.f. is doubling down on this formula. The album is available on Spotify, Apple Music, and even Roblox, proving that the brand is willing to meet its audience wherever they are.

Similarly, the apparel giant Gap is redefining its identity through its new "fashiontainment" platform. This initiative, led by Chief Entertainment Officer Pam Kaufman, focuses on putting brands at the center of cultural stories. Gap's multiyear partnership with the boy band Just Your Type (JYT) is the first fruit of this labor, promising a docuseries, a mall tour, and a clothing collection. This move comes as part of a broader revival for the retailer, which closed thousands of stores over the last two decades but is now looking to reconnect with a younger, culturally savvy audience.

However, the approach isn't one-size-fits-all. While E.l.f. and Gap aim for earnest, resonant music, Wendy's has taken a more humorous route. The fast-food chain recently released an emo album titled "Songs to Listen to in a Wendy's Parking Lot." Unlike the polished efforts of its competitors, Wendy's tracks are humorous renditions like "She Said She Didn't Want Fries." Despite (or perhaps because of) this tongue-in-cheek approach, the campaign has been a massive success, generating over 450,000 streams on Spotify and thousands of likes on social media.

Why Music? The Business Case for Entertainment

The shift toward original music is driven by a simple but powerful insight: younger consumers, particularly Gen Z, are less likely to be swayed by traditional advertising. According to a report from United Talent Agency, cultural relevance is the key to moving consumers through the purchase funnel. For Gen Z, a culturally relevant brand is 90% more likely to be noticed, 87% more likely to be thought of favorably, and 68% more likely to be purchased from.

At E.l.f., this strategy is paying off in tangible financial terms. Unaided awareness—the ability for a consumer to name the brand without any prompting—has tripled in the last five years. The company reported that profits doubled in its most recent quarter, marking its 30th consecutive quarter of growth. This success is fueled by a significant reinvestment in marketing and digital innovation, with more than 20% of net sales going back into campaigns like these.

The financial backing for these initiatives is also unique. E.l.f. has utilized a $50 million tariff refund from the Supreme Court to fully reinvest in its marketing portfolio, ensuring they can sustain the demand created by these viral moments. As CEO Tarang Amin humorously noted, "We're an entertainment company that happens to sell beauty products." It's a sentiment that is becoming increasingly common across industries.

Frequently Asked Questions

Q: Is this trend limited to just a few big brands?

A: No, while E.l.f., Gap, and Wendy's are the most visible examples, this is part of a broader wave. Retailers and consumer brands globally are exploring similar avenues, from launching their own podcasts to sponsoring music festivals. The key is finding the right medium that aligns with the brand's identity and its target audience's interests.

Q: How does a brand ensure the music it produces actually resonates with customers?

A: It starts with understanding the brand's core values and the emotions they want to evoke. E.l.f. focuses on community and self-expression, while Wendy's leans into humor and irony. The music serves as a vehicle to amplify these values, creating an authentic connection rather than a forced one.

Q: Can smaller brands with limited budgets replicate this strategy?

A: Smaller brands can certainly participate in this trend by collaborating with independent artists or creating short-form content that fits their specific niche. The goal is not necessarily to produce a full-length album but to create moments of surprise and delight that can be shared across social media platforms.

Source: https://www.cnbc.com/2026/10/04/elf-wendys-gap-music-marketing.html