Sephora to Amplify Underrepresented, Diverse, and Emerging Artists Through Sephora Sounds

Sephora

Sephora has launched Sephora Sounds, a program that supports and amplifies underrepresented, diverse, and emerging artists. The program features over 55 artists whose music will be featured in Sephora's brand and social media campaigns. Participating artists receive compensation and increased visibility. Early results from the program's soft launch are promising, with artists featured in current or past campaigns seeing a 30,000 increase in monthly Spotify listeners.

Music is key to social media, especially on platforms like TikTok. As reported by TikTok, almost all users (93%) watch videos with sound, and most (68%) say they remember a brand's message better if it's tied to a song they like. However, brands often face difficulties in finding the right music due to licensing agreements. They usually have to stick to royalty-free music or go through a long, expensive process to license music themselves.

Sephora's new program tackles these issues by setting up an ambassador program for artists, who will be able to create custom-made music for its campaigns. This helps Sephora make its campaigns more effective and also helps them with 'sonic branding', a popular new way for brands to connect with their customers through sound. Artists who take part in the program can make money and reach a bigger audience when their music is used in campaigns. Because it helps both Sephora and the artists, expect to see more brands start similar programs, especially if they're already investing a lot in influencer marketing on TikTok, Instagram Reels, and YouTube Shorts.