The Soundtrack as Spoiler: How A24’s “Past Lives” Signals a Shift in Indie Film Marketing
Nearly 70% of moviegoers say music influences their decision to watch a film, and A24 is leveraging that connection with surgical precision. The inclusion of Mitski’s “My Baby (Got Nothing at All)” on the soundtrack of Celine Song’s “Past Lives,” starring Dakota Johnson and Pedro Pascal, isn’t just a musical choice; it’s a calculated move signaling a broader trend: indie films are increasingly using soundtracks as a primary marketing tool, and a direct line to emotionally resonant audience engagement.
Beyond the Score: Soundtracks as Pre-Release Buzz Generators
Traditionally, film soundtracks were afterthoughts – released after a movie’s success to capitalize on its popularity. Now, we’re seeing a reversal. A24, known for its savvy marketing, is at the forefront, strategically releasing key tracks like Mitski’s before the film even hits theaters. This isn’t accidental. “Past Lives” is a deeply emotional story about connection and regret, and Mitski’s music, known for its raw vulnerability, perfectly complements that narrative. Releasing the song early allows the emotional core of the film to seep into the cultural consciousness, creating anticipation and a pre-existing emotional connection for potential viewers.
The Mitski Effect: Indie Authenticity and Targeted Reach
Mitski isn’t a mainstream pop star. Her fanbase is intensely loyal and deeply engaged with her artistic vision. Choosing her – and releasing the song strategically – taps into that existing community. This is a key element of the shift. Indie films are increasingly targeting niche audiences with highly curated soundtracks that speak directly to their sensibilities. It’s about authenticity and signaling to a specific demographic that this film “gets” them. This contrasts sharply with the broad-appeal soundtracks of blockbuster films.
The Data Behind the Trend: Streaming and Social Media Amplification
The rise of streaming services like Spotify and Apple Music has fundamentally changed how people discover music – and films. A song like “My Baby (Got Nothing at All)” doesn’t just live on the soundtrack; it lives on playlists, in user-generated content on TikTok, and in social media shares. A24 actively encourages this, often providing snippets of the song for promotional use. This creates a viral loop: the song drives interest in the film, and the film drives listens to the song. According to data from Luminate (formerly Nielsen Music), soundtrack streams have increased by over 300% in the last five years, demonstrating the growing importance of this marketing channel. Luminate provides detailed insights into music consumption trends.
TikTok’s Role: Emotional Resonance and User-Generated Trailers
TikTok is arguably the most important platform in this equation. The platform’s algorithm prioritizes emotional resonance, and a poignant song like Mitski’s is tailor-made for viral moments. Users are creating their own “trailers” for “Past Lives” using the song, effectively becoming unpaid marketers for the film. This user-generated content is far more authentic and persuasive than traditional advertising.
Future Implications: The Soundtrack as a Film’s Identity
This trend isn’t going away. Expect to see more indie films prioritizing soundtrack selection and release as a core component of their marketing strategy. We’re moving towards a future where the soundtrack isn’t just an accompaniment to the film; it is part of the film’s identity. Films will be judged not only on their visuals and storytelling but also on the quality and relevance of their musical choices. This will also likely lead to increased collaboration between filmmakers and musicians, with soundtracks being conceived as integral parts of the creative process from the very beginning. The line between film and music will continue to blur, creating new opportunities for both industries.
What soundtracks have recently captured your attention and influenced your movie-going decisions? Share your thoughts in the comments below!
