Six Branding Lessons from Reality TV

Reality TV captivates audiences not just through drama and colorful characters, but by how effectively it uses music. Far from being mere background filler, music serves as a core storytelling device, driving emotions, heightening tension, and keeping viewers engaged. From its early days to its current streaming dominance, the genre has turned music into a powerful emotional hook.

Take Netflix’s lineup of reality shows, for example. They treat music like a secret ingredient, amplifying every emotional moment. Music isn’t a supporting act—it’s the headliner.

For marketers, this presents a valuable lesson: think of music as more than a brand asset—treat it as an emotional connector. By finding the right sound, you can turn casual customers into loyal fans. Brands that embrace this approach often succeed in creating memorable, enduring campaigns. Consider Coca-Cola’s classic “Holidays Are Coming” jingle. It doesn’t just sell soda; it sells the essence of Christmas. Similarly, Nike’s “Nothing Beats a Londoner” campaign uses a dynamic soundtrack to capture the energy of London, while recent Super Bowl ads like the He Gets Us campaign use hauntingly simple scores to deliver deeply emotional messages.

So, what can reality TV teach us about making these connections? Here are six key takeaways on how music can forge stronger bonds with audiences:

1. Set the atmosphere.

Reality shows understand how music creates mood. Whether it’s the glamorous tracks of Selling Sunset or the intense scores of Hell’s Kitchen, music helps build the world of the show. For example, in Kitchen Nightmares, somber piano notes mirror the despair of struggling restaurant owners, while uplifting tracks signal hope and redemption. These shifts guide viewers’ emotions, making the story feel more compelling.

2. Deliver impact.

Music doesn’t just accompany drama—it magnifies it. Think about the tension-filled tribal council scenes in Survivor. The crescendo of sound transforms a simple vote reveal into a gripping moment that keeps you on the edge of your seat.

3. Shape emotions.

Reality TV shows expertly manipulate viewers’ feelings through music. Love is Blind uses subtle, emotional scores to make small moments feel monumental. A single note can shift the tone from hopeful to heartbreaking, pulling viewers deeper into the story. The result is an audience that’s emotionally invested, even when they’re aware of the constructed nature of the narrative.

4. Reflect culture.

Music can also serve as a cultural anchor. From the aspirational pop of Selling Sunset to the tribal beats of Survivor, soundtracks enhance storytelling by connecting with familiar cultural cues. For brands, this means using music that not only supports your message but also reinforces your identity and values.

5. Create memories.

Sound is uniquely effective at embedding memories. Think of the theme songs you recall from childhood—even if the show’s plot has faded. Reality TV producers know that a well-placed musical cue can ensure a moment stays with you. For brands, leveraging music in this way creates lasting emotional connections.

6. Maintain consistency.

Reality TV thrives on predictable formats, often reinforced by consistent music choices. Viewers come to expect those emotional beats at certain points, and that familiarity keeps them coming back. The same applies to brand soundtracks—when done consistently, they build recognition, trust, and loyalty over time.

The Takeaway:

Music and sonic branding, when done well, go beyond campaigns. They become part of cultural memory, evoking emotions that stay with consumers. By following the lead of reality TV, brands can transform music from a background element into a key driver of long-lasting engagement.