Marketers Often Overlook Music in Campaigns, but Here's How They Can Start Weaving It Into Strategies

It's easier to connect with a brand that has a positive association for consumers

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Music and artists are the backbone(s) of culture. They frame fashion, drive social media conversation, invent dance moves and memes and are a loss-leader lynchpin of the first trillion-dollar company. We’ve watched brands like Kanye West’s Yeezy and Rihanna’s Fenty Beauty turn entire categories on their head and generate millions in profit as a result.