The fall 2022 back-to-school campaign from American Eagle Outfitters is one that's focused on music and it introduces the first-ever brand campaign with the TikTok SoundOn platform. The AE back-to-school campaign features Gen Z musicians like Blu DeTiger, spill tab and Tabakian x Tanisako and it promises to engage the community in an authentic, interactive way.
SoundOn, TikTok’s new music marketing and distribution platform, gives artists the freedom to upload their music straight to TikTok (and 90 other platforms) to start earning royalties. As part of this back-to-school campaign, the brand will enlist one of its artists to create a custom song.
For this year's back-to-school season, American Eagle Outfitters is also targeting Gen Z consumers with music-focus initiatives on Meta Quest 2 and Roblox.
Musical Back-to-School Campaigns
AE is the First to Use TikTok SoundOn for a Campaign
Trend Themes
1. Music-focused Back-to-school Campaigns - There is an opportunity for other brands to capitalize on the trend of targeting Gen Z with music-centric advertising campaigns for the back-to-school season.
2. Tiktok Soundon Brand Campaigns - Other brands can look into utilizing TikTok's new SoundOn platform to promote their products and services in an interactive and engaging way.
3. Cross-platform Music Marketing - Using SoundOn and other cross-platform music marketing opportunities could be a way for businesses to reach a wider audience and increase revenue streams.
Industry Implications
1. Fashion Retail - Clothing and accessory brands can follow American Eagle Outfitters' lead and incorporate music into their back-to-school campaigns to appeal to Gen Z shoppers.
2. Music Streaming and Distribution - Companies that provide music streaming services or distribution platforms like TikTok's SoundOn could explore partnerships with brands to offer exclusive content and music collaborations.
3. Gaming - Gaming brands like Roblox and Meta Quest 2 can explore music-focused collaborations with fashion and music brands to offer immersive and interactive experiences for their users.