Millennials, defined as those born between 1980 and 2000, are quickly becoming the most important customers that brands will find. They are the largest generation in world history and combined, they will soon have a wallet force larger than that of the baby boomers.

In a quest to decode millennial behavior, marketers have placed a microscope on millennials’ spending habits. While we are still a long way from cracking the code, one thing is for certain: this is the first generation of digital natives and they are defined by the digital world that they have known since infancy. They differ from previous generations by how they think about customer service, and how they want brands to engage with them.

One of the most effective, yet often most overlooked methods of creating consistent experiences for customers, is by leveraging music and entertainment media to connect these channels. Music helps to magnify the factors that make your brand unique, and connects with customers on an emotional level. Music transcends cultures, demographics and geographic borders–making it the most efficient and meaningful way to engage customers.

Music can convey emotion without words. But your business needs to do it in a way that amplifies your brand and helps consumers remember you, not just the music. By using music in a way that allows your brand to organically insert itself in the consumer’s everyday life, that consumer relies on you. And that doesn’t mean giving away free music; customers can get that. It’s about cutting through the clutter and curating meaningful choices. In this way, your brand becomes more than a product–it becomes a trusted filter.