Try to imagine the helicopter attack in “Apocalypse Now” without “Ride of the Valkyries” playing in the background. It’s almost impossible. That speaks volumes about the importance of music in visual storytelling. 

While soundtracks are – by definition – background music, video creators working on commercial projects must keep music choices top of mind. The right song or score creates an emotional connection with audiences, whether they’re watching their favorite series or a pre-roll ad. When done well, music and visual choices become inseparable. Microsoft arguably perfected the practice, paying $3 million to pair The Rolling Stones’ “Start Me Up” with its Windows 95 launch. 

So which tracks are creating those magic moments for video creators and marketers today? To find out, we broke down three of the leading trends from Musicbed’s Music in Film Trend Report 2025.

Y2K is Back, Baby!

Back in 1999, people thought Y2K would bring about the end of technology as we know it. While that crisis was averted, turn-of-the-century music is having another moment. Understanding – and tapping into – people’s need for nostalgia is crucial for brands trying to break through the noise with their campaigns.

Today’s consumers are seeking out like-minded companies, both in values and in taste. Whether you are a fan of Robbie Williams’ “Millennium” or not, statistics show the late 1990s and early aughts are cool again. A recent Spotify poll found six in 10 people are more likely to engage with an ad that feels nostalgic and reminds them of past memories, and three out of four respondents say feelings of nostalgia connect people. The goal for brands is to create an implicit memory, in which a song, feeling, and moment are stored together.

Hence, brands are turning to Guster, MXPX, and other bands Millennials grew up listening to for their latest video ad campaigns and content. Taco Bell recently employed this strategy by featuring Harvey Danger’s “Flagpole Sitta” to reintroduce a menu item in late 2024. It was the talk of social media.

“As a millennial, music from the early 2000s holds a special place in my heart — specifically the punk-style music that defined my youth,” said Musicbed Creative Director Spencer Cogburn. “Experiencing a resurgence in this style of music in advertising is fun, feels relatable, and creates brand love instantly.”

Winning With the Classics

Brands are also having success turning back the clock much further. Classical scores are resonating with notable ads such as Nike’s “Winning Isn’t for Everyone” campaign.

Rest assured, it’s not just you: There’s something about Beethoven's Symphony No. 9 that screams importance. While these songs are old, their age isn’t as relevant as the gravitas they establish. A song’s longevity and craftsmanship can reflect well on the content, product or service a brand is promoting.

With its “Winning” campaign, Nike takes it to another level, adding Willem Dafoe’s iconic narration. The combination of the actor’s unmistakable voice with Beethoven’s dramatic touch elevates winning into an artform, Musicbed notes.

Quirky Is In

Music, perhaps more than other art form, is a matter of personal taste. Today, brands are striking the right chords with somewhat offbeat musicians who speak to niche target audiences. 

Video creators and marketers at companies like Apple are adding personality to their work by opting for independent musicians who may be described as quirky. Jamie Drake, The Walters, and Abby Holliday are among the most popular musical artists whose work is now being spotlighted by significant brands.

Using under-the-radar or emerging artists can create lasting connections between a brand and a musician’s work. This leads to situations where anytime a person hears a certain song, they think back to hearing it in the context of an ad, which ultimately leads back to the services brands are promoting.

Musicbed sees the quirky angle as increasingly effective. “Quirky indie isn’t a trend: it’s a brand-building superpower,” the report says.

The brands that make the most emotional connections through their video content over the next year will be the ones that use music the best. Learn more about the trends Musicbed is seeing (and hearing) in the full report.