Despite its proven ability to influence customer behavior, background music is often overlooked in commercial settings, including in Indonesia. Many businesses fail to see it as a strategic element, leading to inconsistent or ineffective use of music in their spaces. Unlike lighting or interior design, background music is often left to chance, with no guidelines on volume, tempo, or genre selection. This can result in employees playing music based on personal taste rather than what suits the brand or customers. Additionally, there is a misconception that music is merely background noise rather than a business tool. Studies show that slow-tempo music can encourage shoppers to stay longer, while upbeat tracks can boost energy in fast-service environments. However, without structured planning, businesses miss out on these benefits.
Another major challenge businesses face is navigating licensing and legal considerations. To avoid costs or compliance issues, some companies choose to forgo background music altogether, missing an opportunity to enhance customer engagement. This issue is particularly relevant in Indonesia, where government intervention and a lack of cohesive arts policies have historically impacted the development and sustainability of the music sector. The complex and rapidly evolving music landscape, influenced by digital streaming and technological disruptions, has also created uncertainties for businesses, making it challenging to integrate the music effectively.
To overcome these challenges, businesses can benefit from clear guidelines on music selection, volume control, and licensing. Partnering with professional music curators or legal music providers can help ensure compliance while maintaining brand consistency. Additionally, supporting local musicians through curated playlists or collaborations can add a unique, culturally relevant touch to the customer experience. With a well-structured background music policy, businesses in Indonesia can enhance customer experiences, strengthen brand identity, and create a more engaging commercial environment.
Source: Mapping the Indonesian music sector: An ecology of opportunities and challenges. British Council. 2020. | The social and applied psychology of music. Oxford University Press. Hargreaves, D. J., & North, A. C. 2017. | Bridges to the ancestors: Music, myth, and cultural politics at an Indonesian festival. University of Hawaii Press. Harnish, D. 2011. | Royalty-free music in Indonesia: Trends and opportunities. MusicVybe. 2022.