NEW YORK — Couples on the latest season of “Love Is Blind” enhanced their romantic journey with tunes like Billie Eilish’s “Birds of a Feather” playing in the background. This shift towards more recognizable tracks was evident throughout the season, featuring hits such as Miley Cyrus’ “Wrecking Ball,” Justin Bieber’s “Holy,” and others, marking a departure from the often generic music previously used during key emotional scenes.
Chris Coelen, the creator and CEO of Kinetic Content, noted that this change was aligned with the show’s fifth-anniversary celebrations. “We decided, in this Season 8, to coincide with our fifth anniversary, to really embrace popular music in a big way,” Coelen explained. The series leaned heavily into popular music, utilizing familiar tunes in every episode.
“Love Is Blind” isn’t alone in this approach; many reality shows balance the use of well-known songs and unfamiliar tracks. These lesser-known tunes aren’t the product of artificial intelligence, which presents significant copyright risks, as explained by Jody Friedman, music supervisor for “The Bachelor.” Instead, music supervisors often turn to custom compositions or secure licenses directly from artists and other sources like production music libraries.
Covers of popular songs are another tactic used by music supervisors. On “The Bachelor,” Friedman opted for a cover of Phil Phillips’ classic “Sea of Love,” which is less costly to license than original recordings and provides a creative twist. Similarly, Sara Torres, the music supervisor for “Love Island USA,” employs covers. She believes that hearing a familiar song in a different genre might attract viewers who aren’t typically pop fans.
Music libraries play an integral role as well. If licensing a well-known track like BTS’ “Butter” is too costly, supervisors can search for an indie alternative that evokes similar emotions. Friedman mentions that indie library fees for television might range from $1,000-$1,500 per use, whereas commercial songs can cost between $20,000 and upwards of $100,000.
The practice of using “real songs” has varied across different dating shows. Although “Love Is Blind” had used popular tracks before, such as Lee Ann Womack’s “I Hope You Dance” in an earlier season, the most recent season saw an increase in Top 40 hits. Coelen believes these songs enhance the viewing experience: “Emotions are so connected to certain pieces of music, and they can conjure up feelings that we relate to.” However, requests to speak with the show’s music supervisor, Jon Ernst, were declined.
“Love Island USA” has also incorporated mainstream music, following the precedent set by its U.K. counterpart. James Barker, an executive producer, asserts that using commercial music contributes to the vacation-like atmosphere of the show. The production team pre-clears tracks to accommodate the show’s rapid production schedule, ensuring they can seamlessly fit music into the narrative.
“The Bachelor” integrates commercial songs within its programming as well. Their 29th season included notable moments such as the cast’s Spanish adventure being accompanied by “I Like It” by Cardi B, Bad Bunny, and J Balvin. Previously, artists like Colbie Caillat, Boyz II Men, and the Backstreet Boys have been featured on the show. While pop songs might appear one or two per episode, the rest of the music budget goes towards less expensive selections.
Looking ahead, both Coelen from “Love Is Blind” and Barker from “Love Island USA” anticipate further use of popular tracks. “Not only are you engaged with the characters, but the songs and artists that you care about listening to at home are being represented on television,” Barker remarked, emphasizing the emotional bridge music creates for viewers.