E.l.f., Wendy’s and Gap use music to move beyond traditional advertising
E.l.f. and Wendy’s have released albums while Gap has built a music-linked partnership, as the brands seek attention and cultural relevance.
By Hana Yoshida · Markets Reporter
3 min read
Brands’ original music marketing is taking different forms at E.l.f., Wendy’s and Gap. E.l.f. has released a second album, Wendy’s has put out an emo record, and Gap has begun a multiyear project with a boy band that combines programming, live events and clothing.
The common goal is to earn attention beyond a conventional ad placement and make the brands part of entertainment and cultural conversations. CNBC reported that the efforts are aimed especially at reaching Gen Z shoppers, whom its reporting described as drawn to culturally relevant brands.
Why are brands releasing original music?
For E.l.f., music is a way to build a connection with customers and keep the company prominent with its community, Chief Integrated Marketing Officer Patrick O’Keefe told CNBC. He said music can create an emotional response, while the company describes its wider approach as “disruptive marketing” intended to make consumers take notice.
The cosmetics company announced “Mirror Mix” in late September. The seven-artist release is E.l.f.’s second original album, following 2024’s “Get Ready With Music, The Album.” Marketing Dive reported that E.l.f. Made, the company’s entertainment arm, created the new project and that the album is being promoted through Genius’ Open Mic series as well as E.l.f.’s Roblox space.
The campaign also illustrates why music can give a retailer more than a short-run commercial. According to CNBC, “Mirror Mix” is available through Spotify, Apple Music, Amazon Music and Roblox, placing the material across streaming and gaming channels. O’Keefe told CNBC that E.l.f.’s 2019 song “eyes.lips.face.” went viral and helped explain the meaning behind the brand’s name.
Marketing Dive reported that E.l.f.’s first album generated more than 500,000 Spotify streams and 10 million views. Those figures apply to the 2024 release, rather than “Mirror Mix,” and the available reporting does not provide comparable sales, customer-acquisition or profit results for the new projects.
How are Gap and Wendy’s using music differently?
Wendy’s recently announced “Songs to Listen to in a Wendy’s Parking Lot,” an album featuring emo artists, according to Marketing Dive. The supplied reporting does not identify commercial results from that release.
Gap’s venture is broader than an album. CNBC reported that the retailer’s first deal under its new “Fashiontainment” platform is a multiyear partnership with Just Your Type, or JYT. The plan includes a multi-episode documentary series, a national mall tour and a clothing collection.
Gap Chief Entertainment Officer Pam Kaufman said in a company statement cited by CNBC that the JYT collaboration was designed to be bigger than a campaign and to place Gap’s brands within stories and cultural moments that people care about. Gap CEO Richard Dickson said in a January statement that traditional advertising campaigns alone were no longer enough, arguing that customers buy into brands that tell stories and drive cultural discussion.
The examples show companies testing entertainment as repeatable branded content rather than treating music as a one-off advertisement. The evidence supports their stated strategy and the distribution opportunities involved; it does not yet establish that the releases will increase revenue or customer loyalty.
This story draws on original reporting from CNBC.