Music has this type of power, which is why marketers and promoters use music in this way. It is the most effective memorization tool. Some even said that when you want to memorize a line, a poem or a story, you sing. There are few studies on the effectiveness of music as an advertising tool. This is why the researchers carried out this study, to test whether music plays an essential role on the brand image and familiarity of shampoo products. The objective of this study is to show the role that music plays in shampoo advertisements. Furthermore, although the concept of music used in branding is very common, it is underestimated and with the help of this study, the researchers also aim to make many people aware of the concept of using branding. music in advertisements. In addition to the previous objectives, the research also aims to provide insight into consumers' perception of music typically used in shampoo advertisements. The study is limited only to identifying the role that music plays in brand familiarization with certain shampoo products and not all. and not discussing the overall use of music as an advertising tool