Whether you are a marketer, an inventor or a frontman in a rock band, chances are that you've faced decisions about choosing music for marketing. Advertising is the soundtrack to our lives––influencing what we hear and see each day. Considering our roles in these decisions and the power music can play in our lives, how do we transcend the tired formulas of the pop culture in exchange for fresh points of view? This talk explores the challenges around connecting advertising content with innovative music and what happens when it succeeds. We explore stories about brands and music exposing several points of view including the musician and those who create music strategies.