Choosing the right music for your commercial is more than just a vibe—it’s a strategic branding decision. Here’s how to pick the best genre for your ad and why it can make or break your campaign.
Ever watched a commercial and couldn’t remember the product—but remembered the song?
That’s the power (and potential problem) of music in advertising. The genre you pick isn’t just background noise. It’s emotional coding. It tells the audience how to feel before a single word is said.
Here’s how smart brands use music genres to connect, convert, and stay memorable.
Why Genre Matters in Advertising
Different music genres trigger different emotions and associations. The right genre:
- Sets the tone instantly
- Speaks to the target audience’s lifestyle
- Aligns with the brand’s identity
- Enhances recall and retention
Let’s explore some common genres and when (and why) to use them.
1. Afrobeats – For Vibrant, Youthful Energy
Best For:
Food, fashion, nightlife, lifestyle brands, telcos
Why It Works:
Afrobeats is Nigeria’s heartbeat. It’s vibrant, youthful, and deeply rooted in cultural identity. If your product is fun, aspirational, and youth-targeted, this genre delivers the
hype.
Examples:
- Telco ads promoting data plans
- New drink or snack rollouts
- Music streaming platform commercials
2. Highlife / Palmwine Music – For Nostalgia and Cultural Pride
Best For:
Insurance, banks, national campaigns, older demographics.
Why It Works:
Highlife brings warmth, family vibes, and nostalgia. Use this when targeting Gen X or boomers, or when your brand wants to tap into heritage, trust, and “homegrown”
values.
Examples:
- Legacy bank rebranding
- Retirement savings campaigns
- Father’s Day ads
3. R&B / Soul – For Emotionally-Driven Stories
Best For:
Real estate, hospitals, tech, emotional storytelling
Why It Works:
R&B and Soul evoke vulnerability, connection, and calm. If your ad tells a heartfelt story or revolves around trust, use this to pull on heartstrings.
Examples:
- Real estate ads focused on “finding home”
- Hospital or health insurance brand campaigns
- Mother’s Day or family reunion content
4. Hip-Hop / Trap – For Swagger, Confidence & Rebellion
Best For:
Sportswear, fintech, luxury streetwear, youth apps
Why It Works:
Hip-hop radiates confidence, boldness, and edge. It speaks directly to Gen Z and trend-conscious millennials who love disruption.
Examples:
- Fintech brands doing things “differently”
- Sports brand ad drops
- Personal loan apps targeting hustlers and creatives
5. Classical / Orchestral – For Premium, Timeless Appeal
Best For:
Luxury cars, high-end watches, real estate, legacy institutions
Why It Works:
Classical or orchestral scores instantly signal sophistication, elegance, and old-money vibes. Great for positioning products as “premium.”
Examples:
- High-rise real estate project commercials
- Luxury car unveilings
- University or legacy education ads
6. Folk / Acoustic / Indie – For Authenticity and Simplicity
Best For:
NGOs, sustainable brands, local food brands, family products
Why It Works:
Acoustic or indie folk tracks bring a down-to-earth, honest tone. Use it to connect with audiences seeking simplicity, ethics, and realness.
Examples:
- Agricultural products
- NGO campaigns
- Made-in-Nigeria goods promos
How to Choose the Right Genre: Ask These 3 Questions
- Who is this for?
A 22-year-old vs a 50-year-old hears music differently.- What’s the emotion you want to trigger?
Excitement, nostalgia, trust, ambition, warmth?- Does the music reflect your brand’s voice?
Your product might be cool—but is it edgy cool or cultural cool?
Final Thoughts: Don’t Just License Music. Strategize It.
Music in commercials isn’t filler. It’s a storytelling tool. One genre might elevate your brand, while another could distract from your message entirely.
Choose wisely. Test if you have to. And if in doubt, consult a music supervisor or ad creative who understands both sonic branding and cultural nuance.
