Stay Ahead of the Curve: 2026 Music Trends For Campaigns and Productions

With the start of another year, new productions and brand campaigns are already underway, so it's important to be aware of key music trends influencing the media, advertising and creative space.

Here are some important trends that could shape your 2026 campaigns and productions:

The power of nostalgic storytelling

Emotional storytelling can connect with audiences across all generations and demographics. This year we're going to see a major re-emergence of nostalgia and nostalgic storytelling across social media, fashion, popular culture and music. Music, in particular, can trigger memories and feelings associated with the past. Therefore being intentional with your music choice and selecting a track from a particular genre, era, or style can help to evoke strong feelings of nostalgia, which have been proven to significantly increase brand recall. This can make campaigns and productions more impactful in the long run (Withfeeling, 2023).

Now more than ever, Gen Z and Millennials are leaning heavily into nostalgic tunes, with music from artists such as Zara Larsson and Fetty Wap trending heavily on social media. Using music reminiscent of the 90s or early 2000s could help capture the attention of new audiences, particularly those craving a return to simpler times and a comforting feeling of nostalgia.

 

The importance of using authentic sound

In an era where audiences are craving authenticity and human creativity, music is an essential tool for brands to tell real stories in a compelling way. In 2026, brands need to focus on creating a high-quality sonic identity to tell their story, whilst using emotive soundtracks that benefit from human creativity and artistry. AI-generated music can lead to a project lacking the kind of emotional depth needed to connect with audiences.

 

An increase in dynamic 'context-aware' ads

This year, there will be an increase in audio advertising strategies that leverage sound to promote products, services or brands. These ads are delivered through online digital platforms, such as Spotify and Netflix, enabling brands to reach consumers in a variety of new ways and in new environments.

Research conducted by Spotify shows that 75% of listeners remember ads better when they recognise their settings and context. This is because listeners are more receptive to messaging when it targets their moods. For example, for those listening to rock music, campaigns and ads leaning into a nostalgic narrative may be more effective as the genre typically evokes strong emotional memories.

 

Cinematic storytelling

In 2026, more brands will move beyond creating standard advertisements and aim to create campaigns and productions that are more cinematic in nature.

Some brands have started using music with orchestral builds and epic compositions to create campaigns that feel less like an advertisement and more like a cinematic experience.

A recent example is John Lewis's 2025 Christmas ad 'Where Love Lies', which combined emotional storytelling, cinematic camera angles, nostalgic music and a heartwarming message to leave a lasting impression on viewers. We expect this to continue over the course of 2026 where brands and production houses strive to capture the attention of audiences and viewers who value high-quality productions of cinematic standards.

 

Set the tone for 2026

Whether you're aiming to lean more into nostalgic or cinematic storytelling, creating a strong sonic identity or experimenting with audio advertising, the music you choose has the power to take your projects to the next level.

Elevate your next production by exploring Universal Production Music's award-winning catalogue with tracks covering every genre, mood and emotion.