A brand's identity is shaped from within, but sculpted from the outside: the relationship between music and brands has become a crucial factor in today's context, not only for financial support but also as a strategic element in defining and communicating the core values of the parties involved. How important is value alignment in selecting partnerships? Choosing a network of collaboration means committing to a reciprocal representation between actors: value consistency can lead to ethically strong collaborations, but how flexible can one be? Consequently, how can music fit into marketing strategy dynamics without compromising its principles? What are its responsibilities in sales dynamics? It is essential to analyze the importance of balancing commercial success with ethical commitment, considering music not just as an art form but also as a powerful amplifier of values, experiences, and identities