Musicalizing a Car Commercial Means Assuming Sound Doesn’t Accompany: It Communicates.

By Rafa Rodríguez — Beatamina Music Marketing

Published: June 10; Updated: June 24.

The vehicle already has a visual and brand narrative, but the musical work defines rhythm, intention, and emotional context.

It’s not just about embellishing—it’s about constructing a sonic language that aligns with the design, target audience, and overall tone of the communication.

Cadillac and a New Direction

One of the projects that marked a distinct stage in my career was Cadillac’s campaign in the year 2000. The brand projected an image ahead of its time, with an aesthetic vision oriented toward the future. The challenge was translating that vision into sound: a mix of the classic and the modern, between what Cadillac represented in automotive history and what it wanted to represent in the following decade. It was a conceptual synthesis that reaffirmed my interest in this type of narrative.

Not All Cars Sound the Same

The automobile, as a product, has multiple layers: technology, status, lifestyle. Each campaign highlights one of these layers depending on its commercial goal. Musically, this means understanding not only the script but also what the brand wants to project in the medium term. In that sense, every musical composition starts with a question: What is the personality of this vehicle, and how are we going to encode it sonically?

Brief, Direction, and Decision-Making

A good brief outlines the essence of the experience: is it aspirational, family-oriented, functional? From there, the type of energy the track must convey is defined. Dialogue with the director is also essential. In many cases, the music ends up determining not just the editing tempo, but even the visual approach. Starting this conversation early on enhances the result.

Music, Editing, and Sound Design

Designing an effective musical piece in this context requires treating sound as an integral part of the montage. It’s not just composing but understanding how it will coexist with effects, dialogue, and silence. In some cases, elements of the car itself—like the engine, doors, or vibrations—are incorporated as instruments, creating a specific texture that reinforces the campaign’s identity.

Cinematic Sound Design

Many contemporary campaigns prioritize a cinematic visual aesthetic. In these cases, the musical language adapts—not by replicating conventional soundtracks, but by working with atmospheres that resonate with the aspirational or emotional tone of the narrative. The music needs to support this direction without imposing or diluting it

Sonic Identity and Differentiation

Visual overload among brands has created a new form of competition: how to sound different. Brands are beginning to seek a musical identity that doesn’t rely on libraries or templates. It’s no longer enough just to sound good—you must sound like them. Some automakers even commission exclusive sounds—like BMW with Hans Zimmer—to reinforce that identity.

New Consumers, New References

Brands are changing their narratives to appeal to more conscientious audiences. This means the music must evolve, too. Everything—from genre selection to instrumentation—communicates something. Consistency between values, lifestyle, and sound is now a central part of the creative process.

Timing Matters

Ideally, music should be integrated from the early stages of production. If the track exists before filming, it can even influence the shots. It also enables more precise synchronization and a more organic integration into the edit. In fast-consumption platforms like TikTok or Reels, defining a leitmotiv or a short musical hook that maintains identity—even in six-second formats—is key..

Rafa Rodríguez, composer and music producer specializing in campaigns for the automotive industry.