What Brands Can Learn from the Viral Music Strategy From 'Succession'

While the opening titles of a television series are often skipped by viewers, there is something about the theme song for HBO’s 'Succession' that has not only been regarded as one of the greatest of all time by fans, but also has popped up in some unexpected places with the return of the fourth and final season of the cult favorite series. From being played for a pitching change at a White Sox game to inspiring a remix by Joe Jonas, the song clearly has embedded itself into pop culture. 

HBO has led the kind of cinematic storytelling the ad space holds to a gold standard, and though serialized television has faltered significantly in the wake of streaming “all at once” distribution, “Succession” has kept the attention of fans week after week. So what can brand marketers hope to glean from this unexpected hit? From a bird’s eye view, they can see the series’ approach to the theme song as a road map for engaging music as a storytelling mechanism, especially when it comes to social media engagement. 

We’ve hovered over the virtual water cooler on our shared fandom of the 'Succession' series and realized their approach to music is one from which brands can take many lessons. Here is how brands can look to the theme song’s viral success as a blueprint for how to insert themselves into central cultural moments through music:

- Don’t play it safe. The song gives audiences a unique groove of elements that you wouldn’t find in a typical pop track: sleigh bells, choir vocals, and a killer circus-like piano line. All too often brands play it safe, but to truly set themselves up for a viral moment, it’s all about taking creative risks.

- Hone in on your theme and let it guide your direction. The music leans into the overarching grand theme at the core of the series: a sumptuous battle for power at all costs guided by wealth and status, which is craftily woven throughout the entire series, much like an opera. The consistent musical themes help to build the deep character and storyline arches, building momentum and keeping fans on the edges of their seats. Brands can cash in on this highly effective technique by making the investment in not only a strategic sonic identity, but also a holistic sonic toolkit they can use across all of their sonic touchpoints, including in-store activations, voice-enabled devices, and streaming video.

- Infusing classic style with modern flair can turn heads. The baroque-inspired foundation of the track may seem stuffy on its own, but paired with a poppy beat and orchestral piano flourishes,  you get a power track that can’t be messed with. Brands are often trying to reach multiple target audiences with one campaign, but have a hard time balancing how much “new” to infuse into the “old,” and sometimes miss the mark.

Now that the series has officially wrapped (in an epic fashion--but we promise, no spoilers!), the full Season 4 soundtrack has also been released. If brands can look towards the epic theme song as a snapshot of how to create a viral brand music moment, the soundtrack serves as a prime example of how brands can leverage a long-term sonic strategy to connect with fans. Bringing your fans along for a musical journey can cement lasting customer loyalty over time, but maybe consider sticking with the catchiness achieved from the “Succession” music strategy, without the sinister undertones.