Rhythm is a Dancer

Lessons in Sonic Branding and Audio Identity from M&S!

Marks & Spencer, a brand stereotypically associated with “old people cardigans” and sensible shopping, has taken a bold turn this Christmas.

Their latest festive campaign uses Snap!’s Rhythm Is a Dancer — a 1992 Eurodance anthem — to promote their holiday collection. On the surface, this feels odd: a retailer known for tradition and comfort leaning into a track born from rave culture. Yet that very tension is what makes the choice so powerful.

By pairing a nostalgic dancefloor hit with their seasonal offering, M&S is signalling energy, reinvention, and a desire to connect across generations. It’s a reminder that sonic branding can challenge expectations and refresh a brand’s identity in surprising ways.

The Power of Bold Contrasts

Snap! paired melancholic vocals with euphoric dance rhythms — a contrast that gave the track emotional depth beyond the typical club hit. In sonic branding, this principle is gold: pairing unexpected elements creates memorability. A brand soundscape that blends warmth with urgency, or tradition with innovation, can cut through the noise and lodge itself in the listener’s mind.

Takeaway: Don’t be afraid to juxtapose. Bold contrasts make audio identities distinctive and sticky.

Audience Testing as Strategy

Rhythm Is a Dancer wasn’t intended to be a single. It was audience reaction in clubs that forced the label’s hand. That feedback loop turned a hidden track into a worldwide phenomenon. For brands, the lesson is clear: test your sonic assets in real-world contexts. Play your audio logo in-store, on social media, or in podcasts. Watch how people respond before committing to a full rollout.

Takeaway: Sonic branding thrives when it’s audience‑driven, not just studio‑perfect.

Cultural Recycling and Longevity

The track has been remixed, reissued, and rediscovered by new generations. That adaptability is what keeps it alive. A strong audio identity should be designed for cultural recycling — flexible enough to be reinterpreted without losing its essence. Think of Intel’s five‑note logo or Netflix’s “ta‑dum”: both are instantly recognisable, yet endlessly adaptable.

Takeaway: Build sonic assets that can evolve while staying true to their core DNA.

Nostalgia Meets Discovery

For Gen X and Millennials, Rhythm Is a Dancer is nostalgia. For Gen Z and Gen Alpha, it’s discovery. The same sound appeals differently depending on context. Brands can harness this duality by creating audio identities that resonate with both long‑time loyalists and new audiences. A sonic logo can be retro to one ear and fresh to another.

Takeaway: Position your audio identity to bridge generations — nostalgia for some, novelty for others.

Is M&S’s Choice Genius or Risky?

While the campaign is bold, it raises an important question:

Does leaning into rave culture risk alienating M&S’s traditional audience?

For decades, the brand has been synonymous with reliability, comfort, and heritage. By adopting a track associated with youthful rebellion and clubbing, they risk creating a disconnect with older customers who may not identify with the energy of Eurodance.

On the other hand, this could be a masterstroke in repositioning. By surprising audiences, M&S signals that it is not just a heritage brand but one willing to reinvent itself. The campaign taps into nostalgia for older generations while offering discovery and freshness for younger ones. In sonic branding terms, this is a calculated gamble: the oddness of the choice is precisely what makes it memorable.

Lesson for brands: 

Sometimes the “wrong” track is the right move. Oddness can be the spark that redefines perception.

3 Quick Tips for Brands

1. Test before you launch — pilot your sonic assets in small contexts and measure emotional response.

2. Lean into contrasts — combine unexpected sonic elements to stand out and create memorability.

3. Design for recycling — build audio identities that can be remixed, reinterpreted, and adapted across decades.

Applying the Lessons to Sonic Branding

At Black Lab Music, we believe audio identity is more than a jingle. It’s a living, breathing brand companion. The story of Rhythm Is a Dancer — and its unexpected use by Marks & Spencer — shows us that timeless resonance comes from three pillars:

1. Boldness: Dare to contrast and surprise.

2. Testing: Let audiences shape the rollout.

3. Adaptability: Design for recycling across decades and platforms.

Final Note

Bold sonic choices create timeless resonance when tested, contrasted, and recycled across generations.

That’s the mantra we carry into every project at Black Lab Music. Whether crafting a sonic logo, scoring a campaign, or building an audio identity from scratch, we aim to create sounds that don’t just fill space — they define it.

What do you think? Does the M&S campaign hit the right note, or is it completely off-key?

I'd love to know

Regards

Michael.