Evolution of Advertising Music... NewJeans, Hearts2Hearts, etc. Target Music Market with 'Brand Singles'

Recently, the advertising industry has been moving away from the traditional CM song method of repeating product names and is instead focusing on 'brand single' marketing that aims to enter the public's playlists. This is a complete content strategy that blurs the line between advertisements and new songs by officially releasing tracks on music sites and even producing music videos and challenges.

According to media reports, the female group Hearts2Hearts will release their new song 'Moonride' in collaboration with Kia on the afternoon of September 9. This song was inspired by Kia's leisure vehicles and was planned as independent content that emphasizes the artist's musical color beyond simple background music.

In the past, Ive's 'I WANT' and NewJeans' 'Zero' have also been cited as successful examples of brand singles. In particular, NewJeans' 'Zero' drew significant attention by reaching the top of major music charts. Industry insiders analyze that music as a medium is a key factor in reducing resistance to PPL (product placement) and inducing voluntary viral marketing from fandoms.

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