Why brands like E.l.f., Wendy's and Gap are branching out into original music
E.l.f. Beauty released an album titled "Mirror Mix" as the brand plans to increase its marketing spend for the rest of the year.
TL;DR
- E.l.f. Beauty released its second original music album, "Mirror Mix," featuring rising artists.
- The move is part of a growing trend where retailers are merging shopping with entertainment.
- Gap has partnered with a boy band for a docuseries and clothing collection, while Wendy's released a humorous emo album.
- These brands aim to increase cultural relevance and connect with consumers, especially younger demographics like Gen Z.
- E.l.f. is increasing its marketing spend, using tariff refunds to fund initiatives like music releases and digital platforms.
- E.l.f. has seen a significant increase in unaided brand awareness and has experienced 30 consecutive quarters of growth.