By Sam Bowser, Marketing Specialist, Community & Content, Songtradr
“If I only could, I’d make a deal with God…”
When Kate Bush wrote “Running Up That Hill (A Deal With God)” in 1985, she likely never imagined it would top the charts again in 2022. Yet, one pivotal moment in Stranger Things changed everything, proving that the right TV sync can transform an old song into a new obsession—and create fresh resonance with a new generation.
TV has long been a powerful catalyst for music discovery, bringing hidden gems to light. Shows like The O.C., Grey’s Anatomy, and Euphoria, have revived songs from old catalogs and catapulted hits into the spotlight.
“Running Up That Hill,” which skyrocketed in popularity after being featured in Stranger Things Season 4, created a cultural moment that led to chart dominance nearly 40 years later. Stranger Things didn’t set out to create a TikTok trend; it simply chose the perfect song for a pivotal emotional arc. This resonated with audiences, and the rest followed naturally.
Connecting with audiences through music:
With so much content out there, discovering music has become a more passive experience. Instead of hunting for new tracks, audiences stumble upon songs through their favorite TV shows, movies, and ads. When a song gets a prime spot on a popular show or ad, it often sees a big jump in streams and exposure, as viewers connect the music with those unforgettable on-screen moments.
Years ago, discovering a song on TV meant either buying the CD or waiting for radio airplay. Today, platforms like Spotify, YouTube, TikTok, and Tunefined enable instant access, allowing songs to spread rapidly. Algorithm-driven recommendations further amplify these viral moments, introducing resurfaced tracks to new listeners based on their preferences.
On social platforms, trending audio can spark or revive a song’s popularity. When a TV sync sparks interest in a track, its use in TikTok and Instagram reels can create a snowball effect, exposing it to millions in a matter of days. Streaming platforms often prioritize these trending tracks, using algorithms and curated playlists to boost their momentum. Some services even offer promotional tools that allow artists and labels to trade lower royalties for greater visibility, further influencing what music listeners discover.
Virality via the small screen:
Music is deeply tied to memory and emotion. A familiar song can transport someone back to a specific moment in their life, making them more likely to engage with it when they hear it in a new context. This is why older songs often go viral after TV placements—viewers attach fresh emotional meaning to them, creating a powerful feedback loop.
The most successful sync placements serve the story rather than aiming for virality. When a song perfectly complements a scene, it becomes part of the emotional impact, leading to organic audience engagement.
Unleashing the power of storytelling through music
Rather than selecting any song that fits the mood, brands should consider how a track’s pre-existing emotional weight enhances their message. A song with nostalgic or cultural significance will create a stronger connection than simply choosing what’s trending.
However, not all nostalgia is universal. A song that resonates with Gen X might not impact Gen Z. Brands should consider which eras, genres, or artists align with their target demographic. Choosing tracks with multi-generational appeal—those that evoke nostalgia for older audiences while still connecting with younger listeners—is a smart strategy.
Use Virality as a Guide, Not a Gamble
TV placements can propel songs to viral status, but relying on virality alone is risky. Instead, brands should analyze trending music for patterns—whether in mood, lyrics, genre, or production style—that resonate with audiences. By leveraging these insights, they can make informed storytelling choices that feel both relevant and emotionally impactful.
Recognizable songs can be powerful, but the key lies in cultural and emotional relevance, not just name recognition. Songs with deep emotional resonance—even if they aren’t currently charting—can create a more lasting impact than simply opting for the biggest hit available. Thoughtful curation helps brands create their own viral moments by tapping into sentimentality and nostalgia in fresh ways.
