In our recent article on Billboard Africa, we explored how TikTok has reshaped the global music landscape. Especially African artists, who are harnessing TikTok’s algorithm to reach audiences far beyond their borders. Songs like Skales’ Shake Body and Mike Ejeagha’s Gwo Gwo Ngwo have found new life years after their original release, a pattern we’ve seen time and time again on TikTok, across genres and borders.

But these viral moments aren’t just down to luck. There’s a reason music makes us stop scrolling, and makes us feel something. When brands can tap into this, the magic happens. 

A good sound can make average content unforgettable. And that’s not just our (expert) opinion, it’s backed by science. Music hits the parts of your brain that control memory and emotion, and the songs that live rent-free in our heads can make us remember, feel, and even buy. On socials, this means the right track can be the difference between someone swiping past or sharing your content with their group chat. It sets the mood, gives context, and makes content stick. As mentioned in our article:

"Music has always been one of the most powerful tools brands can use to stand out."

The African music scene has been schooling the rest of the world in how to build culture online. From Afrobeats to gospel to amapiano, these sounds aren’t just chart-toppers, they’re storytellers. Skales dropped Shake Body back in 2015, and it blew up again in 2024 thanks to one TikTok of a footballer dancing.

Here’s the bit you came to us for: if you’re in charge of content, campaigns or anything social-facing, music should be in your strategy toolkit, not just the last-minute sound you add on Reels.

Truffle's Tips:

• Pick tracks that match your brand’s vibe, not just the trending page (although we won’t deny that trending sounds aren’t to be overlooked)
• Don’t be afraid to go niche, because your audience will thank you for not using the same three TikTok songs as everyone else
• Partner with emerging artists to create something fresh and build real cultural credibility
• Bonus points for tapping into genres with global reach and local soul (like… you guessed it… Afrobeats)

At this point, if your social content isn’t using music to its full potential, you’re basically playing your campaign on mute. At Truffle, we’re all about standing out by mixing smart strategy with cultural intuition. Music sits right at the centre of that, and we love helping brands use it to cut through the noise. 

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