When a brand selects the right song for its marketing campaign, it immediately resonates with audiences. Within the first few notes or lyrics, the song sparks an emotional connection. Those viewers then follow the story being told throughout the whole ad, but the journey doesn’t end there. When it comes time to make a purchase, those are the campaigns they remember.
With that in mind, commercial filmmakers and creative marketers are no longer treating music as a simple soundtrack. The song selection says just as much about the product as the visuals. Savvy directors are considering the score at the beginning of the creative process, not after the commercial has been shot.
Musicbed, a licensing agency for filmmakers, brands, and agencies, studies the shift in its 2026 Commercial Filmmaking Trend Report. One consistent theme emerges: filmmakers must be intentional, or they risk losing viewers’ attention altogether.
“Audiences feel authenticity instantly,” the trend report states. “They can tell when music is glued on for vibe, versus chosen because it says something real.”
Here are three musical trends the report identifies as defining modern marketing.
Intentional Contradiction
Filmmakers are increasingly and effectively selecting music that seemingly tells a different story from a campaign’s visuals. The report describes this approach as “intentional contradiction,” using contrast to pull viewers deeper into the story. Nothing quite draws in a consumer more than a thoughtful surprise. Playing against clichés and predictability lets the viewer know they’re in the hands of a brand with something to say. The goal isn’t to shock, but to engage, inviting the audience into the brand’s imagination.
Nike has demonstrated a “masterclass” in this technique over the past year, according to the trend report. One notable example is its mix of Edith Piaf’s “Non, Je Ne Regrette Rien” (“No Regrets”) over athletes paying tribute to the late Kobe Bryant during “Have a Hard Year: Kobe,” which launched in January 2025. A standard choice would be to pair sports with a fast-paced score, but juxtaposing grueling action with touching French ballads delivers an imaginative touch.
“They reshape the narrative into triumphant and impactful moments that drive home their message with clarity and punch,” the report observes.
Storytelling Through Song Lyrics
The long-standing default of instrumental music is giving way to lyrical storytelling. Lyrical music can establish mood, era, and atmosphere in ways that instrumental music alone cannot achieve, Musicbed says.
“Lyrics can repeat key brand attributes or desired emotional states, turning a thirty-second spot into an earworm that keeps the product in consumers' minds,” the trend report finds.
For instance, Chanel No. 5 deftly included Lorde’s “Team” over Marion Cotillard dancing seductively on the moon with Jeremie Belingard in a now iconic ad. The lyrics, performed by Cotillard, symbolize joyful and equal partnership, the essence of the campaign that highlighted the uplifting qualities of modern luxury.
Nostalgic Callbacks
Younger millennials and Gen Z remain highly coveted audiences for brands. While the generations are all grown up, they never left their early years (including college) behind, as nostalgia has a unique power to influence how we think and feel. As a result, filmmakers are finding songs from the turn of the century resonate strongly in brand films, product launches, and lifestyle commercials.
Instacart struck gold, turning back the clock in a successful campaign promoting prices from yesteryear on goods. Fittingly, the shopping ad selected “Semi-Charmed Life" and "Never Let You Go” by Third Eye Blind, which rose to fame in the late 1990s.
“Music from that era, or even music that feels like that era, can make a viewer pause, remember, and feel something genuine,” Musicbed says in its trend report.
In 2026, the most effective creatives will be those who use music to create authentic, emotionally resonant moments. To explore all of the trends shaping commercial filmmaking, download the full report here.
