Music has always had the power to move us – and now, thanks to streaming platforms and social media algorithms, it also gives us the power of time-travel! Algorithms are reviving old hits, reshaping their meaning and introducing them to entirely new audiences. Copywriter Rachel Welland explores what that means for brands trying to stay relevant.
“It’s that song! From that show, film or advert…”
“But that’s like 100 years old!”
Cheeky – but not entirely wrong (even if 2006 being 20 years ago feels criminal).
It’s a familiar and often nostalgic moment hearing a track you love, only to realise it’s been rediscovered rather than newly released. Suddenly, songs from decades ago are back in the charts, trending across social feeds and featuring in the soundtracks of the latest must-watch series or viral video.
Or they burst onto the scene, propelling artists to dizzying heights as they become the force shaping culture, the algorithm and even brands themselves. Let’s take a look at some of the most standout cases of the algorithm curating our playlists!
Scene-stealers turned chart-toppers
Take Saltburn, the divisive, bizarre black comedy thriller from 2023. I can’t say I was a fan of the sheer absurdity of the story, but it was undeniably memorable.
And then there’s the ending… If you know, you know.
Suddenly, ‘Murder on the Dancefloor’ is back. The noughties pop classic by Sophie Ellis-Bextor was reborn for a new generation, climbed the charts again and reclaimed its status as a feel-good anthem…albeit now paired with some rather unforgettable imagery.
It was a real example of the algorithm in action: cultural moments drive streams, streams drive visibility and visibility creates resurgence.
The revival was so significant that Sophie Ellis-Bextor even made it into our plans at Denfield. In 2024, she took centre stage as the headline performer at Hendy in Wonderland, the Group Awards event we created – proving that the right cultural moment can reignite a career and captivate audiences all over again.
TikTok: the launchpad and the lifeline
If film revives, then TikTok amplifies.
One of the latest artists riding the highs of the TikTok influence is Alex Warren, who’s been a big feature in the charts in recent years with tracks like ‘Carry You Home’, ‘Bloodline’ and the heartfelt ‘Ordinary’.
His rise is as compelling as his music and well documented across the social media platform. After a difficult childhood and periods of homelessness, Warren’s journey and his heart-warming relationship with his wife has shaped the emotional core of his songwriting, creating a powerful connection with fans.
That authenticity has helped turn his songs into cultural moments, even crossing into film, where recognition of the music is increasingly driving interest in films like Reminders of Him.
And recently, Warren utilised the platform again to drop clips of his latest song, ‘Fever Dream’, using the audio on TikTok before the song came out, creating significant traction. Warren essentially did all the promotion in advance, so when he walked into a live award show to perform it for the first time, the audience sang along, and he also racked up five awards at the iHeart Radio awards.
TikTok has also fuelled a remix renaissance.
Old tracks – sometimes 20, 30 or even 50 years old – are being reworked into fresh soundbites. These algorithm-friendly snippets then soundtrack thousands of videos, embedding themselves into culture all over again. And if you can accompany your content with a viral-worthy dance trend – or you’re picked up by one – you’re onto a winner.
The only downside: a generation that can recognise the remix, but not the original.
From episode to earworm
A great soundtrack can make a good show unforgettable.
Few examples demonstrate this better than the Netflix phenomenon, Stranger Things. When ‘Running Up That Hill’ by Kate Bush soundtracked Max’s dramatic escape scene in season four, it didn’t just dramatise the moment – it reintroduced an 80s classic to the world. It was back in the charts nearly 40 years after its original release, and this success was repeated when it also featured in the fifth and final season that concluded at the end of 2025.
Similarly, Metallica saw a resurgence when, in season four, beloved character Eddie Munson created the ultimate rock and roll moment by performing ‘Master of Puppets’ to divert the demobats in the Upside Down only to sacrifice himself in the process and die a martyr’s death and subsequently breaking everyone’s hearts in the fandom – damn it, Duffer brothers!
And of course, I challenge anyone who’s seen the first season of the show Wednesday not to associate Lady Gaga’s 2011 hit ‘Bloody Mary’ with Jenna Ortega’s iconic dance.
That’s the algorithmic ripple effect.
Ads you can’t skip…and can’t forget
You may not like them and want to hit that skip button the second it pops up, but like it or not, ads have an impact, especially when paired with the right track:
- Cleaning product Flash reworked Queen’s familiar tune and lyrics of the same name to match its name and purpose, creating something instantly recognisable. And it’s made even more memorable (and entertaining) by its always creative delivery.
- Jet2 have spent over a decade leaning into the power of Jess Glynne’s ‘Hold My Hand’ – love it or hate it. They’ve recently seen a fresh wave of attention thanks to TikTok memes breathing new life into its signature sound. It became a trend, used by people who would comedically and sarcastically taunt things that should be better than they are.
- ‘Makeba’ by Jain has been used by brands like Levi’s, Marshalls and major broadcaster TNT Sports, who’ve tapped into this track’s global, infectious musical quality to enhance their global identity and resonance.
- Few songs embody brand alignment quite like ‘Unstoppable’ by Sia. Its empowering, feel-good tone has made it a natural fit for brands like Samsung and Lancôme Paris, both of which tap into its message of confidence and strength to reinforce their own.
The right song doesn’t just support an ad – it becomes the ad.
What’s the song behind your brand story?
Music is no longer just a creative decision. It’s a strategic one.
Algorithms reward familiarity, emotional connection and shareability. The right track can:
- Reinforce your brand identity
- Increase recall and recognition
- Tap into existing cultural momentum
- Create entirely new associations
The marketing budgets that were traditionally put into radio streams and TV show appearances, etc., aren’t needed in the same way anymore. Building up hype online is a great way to build traction and anticipation for your product. In today’s algorithm-driven world, the right song might just be the difference between just being seen and being remembered.
If your brand had a soundtrack, what would it be? What tune would make customers immediately recognise your brand?
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