It’s no secret that a simple print ad just doesn’t cut it anymore. Marketing has evolved in recent years to include many inbound methods, such as social media. However, as inbound and social media marketing are growing, there is one thing that is just starting to get noticed in the spotlight – music. At first thought, many old-school marketers would question how music could possibly be helpful in marketing their goods and services. The reality is though, millennials respond to music, and millennials have become the target audience for a great deal of marketing in today’s society. Music can help take your marketing to the next level, if it hasn’t already. Here are three ways why you should leverage it to your advantage:

1) Music is social. It brings people together. Whether someone is attending a concert or tweeting about it, there is always some way to interact with the global community about their favorite artists. Tying your marketing to music will give people something to talk about, especially through social media. This doesn’t only go for consumers, though. Companies are partnering with artists so that both parties benefit. UPS and DMB is a prime example. Dave Matthews Band has been campaigning for the “green movement” for years, and with the help of UPS, they were able to achieve their goal. UPS handled the logistics planning and the shipment of stages. As a result, UPS got business and recognition, DMB achieved their “green” movement, and the fans had something new to talk about.

2) People are loyal to their music. Let’s be honest, do you know more than that one song that was constantly on the radio for two months by that one band that you can’t remember the name of? Yeah, me either. The fact is, the top 40 will change every few months, but people will stay loyal to the music they love. To many people, a favorite band or artist creates music that is, in a sense, a culture. They are passionate about what they love, and they will stay loyal to music far longer than they will to a brand of shoes. Companies can use this loyalty to their advantage by creating incentives involving bands or artists. This can range from a meet and greet to a full day spent with your favorite artist to creating a loyalty program – the options are limitless. Music fans will take as many chances as they can to support their favorites, so why not use it to your benefit?

1) The consumer creates the brand. Yes, there is a “brand” associated with music. New music is discovered everyday. Whether or not this music gains recognition depends on the people listening to it. If it’s not well liked, it won’t gain popularity. This goes for many things, obviously, but there is a unique aspect to consider when it pertains to music. To millennials especially, music is not a product that they use a couple times and then move onto the next big thing. To many, music is a way to represent who they are. Because of this, the person listening to certain music essentially is the one creating the “brand” associated with it. Take the recent EDM movement, for example. In the past two years, electronic dance music has taken the spotlight. People view the EDM community as being accepting of everyone – this is clear when you see pictures of music festivals such as Camp Bisco and Electric Daisy Carnival. Crazy costumes and camping together for days at a time show a sense of community, which people thrive on – the brand. The fans have made EDM what it is today.

It can be difficult for businesses to start adapting to using music in their marketing. However, it’s easier than you think. Social media is the first step – this platform allows you to broadcast any news instantaneously through Facebook, Twitter, Instagram, etc. As music becomes more and more prominent in the marketing world, consumers and businesses alike will see the impact.