Music is a great way for brands to connect with the target consumer they are aiming for when promoting a product online. Social Media Today reports that brands using music and sounds on TikTok experience a 120% increase in awareness, with 88% of consumers stating that the sound on a TikTok is vital to the viewing experience. To reach consumers in the most effective way through music, Sephora has created Sephora Sounds, a music collective that supports up-and-coming artists while complementing the retailer’s social media content.
Sephora Sounds features over 55 emerging artists and aims to highlight their proprietary music and soundtracks by showcasing through the retailer’s social media posts. When creating the initiative, Sephora learned that 70% of participating artists had never been given a paid brand collaboration, and 60% stated that their friends in the music industry had similarly never been given such an opportunity. The retailer wanted to provide this opportunity for a range of talented artists and has reported that within just one month of a pilot campaign, Spotify listenership has grown by an average of 30K for each musician.
Artists featured in Sephora Sounds include 2023’s spotlights: Aint Afraid, a sister duo composed of twins Inah and Yahzi who used singing to overcome the struggles of poverty and homelessness at a young age; SuperKnova, aka Ellie Kim, a Korean-American transgender musician who creates Queer Pop music, helping listeners to embrace their true selves; and Precious, a Nigerian-American pop singer/songwriter who has collaborated with well-known industry names including Baby Tate.
“For Sephora, inclusivity among creators doesn’t just end with beauty. We believe it should exist across all forms and industries, and that begins with giving voices a platform to be heard,” Brent Mitchell, Vice President of Social Media and Influencers at Sephora, tells BeautyMatter. “Within the sound-on world of TikTok and social media today, we’re thrilled to be able to feature and amplify a diverse range of musical artists on our social platforms, showcasing the soundtracks that make up the sounds of Sephora—a sound of strength to empower all creators.”
To be selected as one of the 55 artists featured on Sephora Sounds, musicians must fit at least three of the following five descriptors: authentic, memorable, uplifting, empowering, and unexpected. “These descriptors are unique identifiers in the catalog for a reason. Often, artists are boxed into one genre or label that doesn’t represent them or their music. This roster of artists is inclusive, diverse, and allows them to fully express their creativity and authenticity without limitation. The dedication to this process is what sets Sephora Sounds apart,” Mitchell continues.