WHY 90S MUSIC STILL WORKS FOR TODAY’S BRANDS

There’s no denying that when it comes to marketing soundtracks, 90s music is having a moment. Just think of this year’s John Lewis Christmas ad: using Alison Limerick’s iconic floor filler ‘Where Love Lives’ as its emotional anchor, the premium spot tells the story of a father and a son brought together through a love of music.

And then there’s EE’s Christmas offering, which features another 1990 house classic in the shape of Black Box’s ‘Ride On Time’. Like the John Lewis ad, it’s much more than just a straight-up sync, segueing into a choral interpretation of the track at the climax to maximise its emotional impact. Or how about Marks and Spencer, who have opted to sync Snap’s Eurodance banger ‘Rhythm Is A Dancer’?

It’s no coincidence that brands are looking to license 90s music for their marketing campaigns at a time of year focused on feelings of warmth and nostalgia. But what’s the psychology behind nostalgia and advertising? And how can brands get in on the act?

In this blog we’ll be looking at precisely why 90s music works in advertising and just how brands use the 90s music genre for maximum return.

Nostalgia, Music & Marketing

Nostalgia is defined as a sentimental longing or wistful affection for the past. But how does it affect our behaviour? Well, neuroscientists have discovered that the emotion of nostalgia is actually composed of a series of brain functions, including self-reflection, autobiographical memory, regulatory capacity and the reward impulse.

Nostalgia in marketing works by engaging the brain’s reward system - triggering dopamine release and cultivating warm emotions - while the hippocampus connects past memories to a person’s sense of self.

Regions like the medial prefrontal cortex (vmPFC) also support mood regulation, helping nostalgic messages create feelings of safety, connection and openness. By using music to evoke feelings of nostalgia, marketers can trigger these uplifting, identity-affirming emotions, bypass skepticism and boost brand recall as consumers seek comfort and meaning.

90s Music for Brands

The boom in 90s nostalgia corresponds to the audience marketers are primarily targeting. Being in their mid-40s to early 30s, and statistically more likely to have young children and established careers, millennials are the generation advertisers expect will spend big at Christmas. So it makes perfect sense to evoke nostalgia by harnessing the music of their youth. But what are the best music genres for brand campaigns?

In terms of the music we generally define as 90s, there’s a broad range on offer, from Britpop to rave, trip hop to grunge, pop reggae to new jack swing. Which one you opt for depends on what mood you wish to evoke.

With a typical tempo of between 115 and 130 BPM, 90s house music and rave is unmatched when it comes to bringing momentum to productions. Combine that energy with its ability to evoke feelings of liberation, hope and community, and it’s ideal for sports brands, tech and fashion. Similarly, pop reggae and the R&B-adjacent new jack swing bring uplifting vibes, offering warmth, intimacy and a sense of escapism, making them ideal for 90s-inspired marketing for lifestyle brands.

In the UK, Britpop is arguably the most iconic 90s music genre, offering a swaggering, confident indie-rock sound that’s simultaneously honest and down-to-earth. As a result, it’s a style that works perfectly for fashion and lifestyle brands - especially those seeking to emphasise their British credentials, as heard in Blur’s “Song 2”.

Meanwhile the serrated melodies of grunge offer an edgier feel, offering an atmosphere of authenticity, perfect for brands rejecting over-polished aesthetics. You can read more about selecting the right music for your brand in our blog.

90s Music Licensing

When it comes to 90s nostalgia marketing, licensing classic tracks from the era is a pricey business, not least because there is no set fee for syncing commercial tracks - it’s at the right holder’s discretion. You’ll need to obtain both a sync licence (giving you permission to sync the music with your content) and a dubbing licence (which covers the sound recording of the musical composition) - a time-consuming and costly undertaking.

Alternatively, you could turn to a music library, featuring original, pre-cleared works inspired by 90s music.

At Audio Network, our music is cleared globally, in perpetuity, with the general licence covering both the sound recording and the musical work as standard - so you don’t have to worry about copyright issues. Just as crucially, our extensive catalogue is brimming with exceptional musicianship, and even offers the flexibility of stems and cut-downs on selected tracks, so you can shape your soundtrack to your story.

We have an abundance of authentic, 90s-inspired music, including curated playlists showcasing the best of the era. From grunge to old school hip hop, via 90s pop, browse our catalogue, or speak to your account manager for more details.

Up Next

So now you know all about the emotional impact of 90s music in marketing, why not dig into some more of our blogs, from what brands will sound like in 2026 and why brands should choose real artist and composers, not AI music to neurobranding vs sonic branding, and why it matters for your brand. There are plenty of  expert guides too, from our music licensing 101 to how to license a song for video and how to find music for YouTube videos,  TikTok or Instagram.