Why brands like E.l.f., Wendy's and Gap are branching out into original music

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    "url": "https://www.cnbc.com/2026/10/04/elf-wendys-gap-music-marketing.html",
    "title": "Why brands like E.l.f., Wendy's and Gap are branching out into original music",
    "excerpt": "In this article Watch out Sony, a new music producer is in town. And this time it's the same brand that makes your favorite lip gloss. E.l.f. Beauty announced late last month the release of \"Mirror Mix,\" an original album featuring music from seven rising artists. The album comes as the makeup company ramps up its marketing spend, fueled in part by tariff refunds . E.l.f.'s pursuit of music is part of a growing wave of retailers blending shopping with entertainment. The album features artists including a WNBA player and a Grammy award-winning singer-songwriter. It's available to stream on Spotify , Apple Music, Amazon and Roblox , according to a press release. In addition to elevating the voices of independent artists, the new music is intended to help E.l.f. better connect with its customers, Chief Integrated Marketing Officer Patrick O'Keefe told CNBC in an interview. \"When you put community at the center of everything … programs and campaigns and building music, which evokes emotion … when you do that, it changes the conversation. And we want to be top of mind with our community,\" O'Keefe said. \"Mirror Mix\" is E.l.f.'s second album, following the company's 2024 release of \"Get Ready With Music, The Album.\" Its first venture into music, the song \"eyes.lips.face.,\" debuted in 2019. \"We were one of the first movers on TikTok, and we created an original song around eyes, lips...",
    "product": "Songs to Listen to in a Wendy's Parking Lot",
    "summary": "Wendy's debuted an emo album titled \"Songs to Listen to in a Wendy's Parking Lot.\"",
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    "published_at": "2026-10-04T12:00:01Z",
    "article_sentence": "In recent weeks, Wendy's also debuted an emo album titled, \"Songs to Listen to in a Wendy's Parking Lot.\""
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