Why Gen Z Loves Classic Hits (and it's real marketing power)

There’s something charming about seeing a kid in vintage clothes listening to Zeppelin or Fleetwood Mac. Whether it’s a seventies anthem or a forgotten track going viral again, classic songs are getting second lives—and younger fans are leading the charge.

This resurgence has real marketing power. Licensing classic hits in commercials taps into a powerful mix of recognition and nostalgia. A song that parents once blasted in the car now sparks discovery on social media, creating an emotional shortcut that bridges generations.

But this isn’t just about nostalgia—it’s about authenticity and discovery. Gen Z and millennials, swamped by algorithm-driven content, find real connection in the analog past. Retro aesthetics—flip phones, film filters, vinyl cover art—feel more genuine than endless digital scrolling.

That drive for authenticity extends beyond playlists.

In 2024, music sales via CDs, vinyl, and cassettes rose—even as streaming still dominates the market. Vinyl hit its 18th straight year of growth, and even CDs showed signs of life. For many, the tactile joy of holding a sleeve or dropping a needle feels like owning a piece of the artist—not just renting sound.

This matters for brands. Classic hits aren’t just background noise; they’re cultural anchors. When paired with advertising, they don’t just sell products—they tell stories that resonate across generations. The same song that sparks nostalgia for one audience can feel fresh discovery for another, doubling the impact.

In a world of endless scrolling, classic songs give brands something fans crave: a lasting connection that doesn’t fade after the next swipe.