Licensed commercial background music (BGM) is a strategic tool employed by various businesses to enhance customer experience and reinforce brand identity. In the hospitality sector, establishments such as hotels, restaurants, and cafés utilize curated playlists to create specific atmospheres that align with their brand ethos. For instance, a luxury hotel might play soft jazz to convey sophistication, while a trendy café could opt for indie tracks to appeal to a younger demographic. Similarly, retail environments, from high-end boutiques to supermarkets, leverage BGM to influence shopper behavior and prolong dwell time. Research indicates that appropriate background music can increase sales by up to 10%, particularly when customers are stressed or tired.
The benefits of incorporating licensed BGM extend beyond ambiance creation. A well-chosen soundtrack can enhance brand identity by aligning musical styles with the company's image, thereby making the brand more memorable to consumers. Moreover, music has the power to evoke emotions, creating a deeper connection between the customer and the brand. For example, upbeat tempos can energize shoppers, while mellow tunes can encourage relaxation, influencing purchasing decisions and overall satisfaction.
Several businesses have successfully integrated music into their branding strategies. Starbucks, for instance, curates in-store playlists featuring indie and acoustic music to foster a cozy, creative atmosphere that resonates with its target audience. Nike stores often play high-energy, motivational music to reflect their athletic brand identity and inspire customers. Abercrombie & Fitch is known for its loud, club-style music, which appeals to its youthful, trendy clientele. These examples illustrate how thoughtful music selection can serve as a powerful branding tool, enhancing customer experience and reinforcing brand image.
Source: Supermarkets cash in with in-store radio, even as shoppers tune out. Financial Times. January 28 2025. | The Influence of Music on Consumer Behavior in Retail Environments. Illustrate Magazine. September 15 2025. | Creating Brand Identity with Music: Case Studies from Leading Businesses. Jukeboxy. June 10 2023.