?? Spot on. Music in retail isn't just background noise—it’s part of the brand experience. When done right, it creates connection, identity, and discovery. When done wrong, it’s forgettable—or worse, off-putting. At Activaire - Expertly curated background music, we believe music should feel intentional. It should reflect a brand’s personality, evolve with culture, and create a lasting impression. Because if your in-store music doesn’t make people want to stay, explore, and engage, what’s the point? ?? Let’s talk about how sound can be strategy. #MusicMatters #BrandExperience #RetailMusic
It was hot on Saturday, and I was more than ready to leave the house. It was a perfect day to see and hear what was going on in SoHo. I've been knocking around SoHo since I was a teenager and see it as a neighborhood built on creativity, culture, and style. It's where you go to discover what's happening in the world. Sometimes, the shops in SoHo are right on target with their in-store music selections, but this time, I noticed something was off; in many stores, music felt like an afterthought. ???? Let's start with luxury brands. Slow-paced music makes sense here, and I was happy that most luxury brands embraced slowness in their music. Lower BPMs encourage shoppers to linger, notice the details, and immerse themselves in a brand. But while the tempo worked, the selections didn't. Dated. Overused. Uninspiring. It felt like elevator music, not an extension of the brand's identity. In these refined spaces, every detail counts, and while you might win on tempo, sounding behind the times is a major loss. ?? For Millennial and Gen Z-focused brands, Indie Pop was everywhere. But here's the problem: every store sounded the same. It was safe, predictable, and utterly disconnected from what made each brand unique. If you closed your eyes, you wouldn't know which store you were in. The Gen Z musical universe is vast, and there's no reason to rely on the same tired songs everyone else plays. Focus on discovery, not rehashing. ?? And then, there's the Gen X problem. We are LOUD about our music taste, so why are brands getting it so wrong? If you're targeting Gen X, throwing on any old '80s song isn't enough. We've heard these tracks a million times. Worse, some of them weren't even on our mixtapes back then. There's '80s music that feels cool and nostalgic, and then there's the cringy or overplayed stuff. Gen X music has depth, history, and cultural significance. Brands should lean into that and not take the "Best of the '80s" route. ?? Volume levels are always a hot topic. Too loud is a no-no, and most stores got this right. But the ones that got it wrong were too quiet. It might seem harmless, but inaudible music is actually stressful. Your brain works overtime trying to process faint sounds. It's exhausting. And let's be honest: if your store team keeps turning the music down, they don't like it. That's a red flag for your in-store music strategy. ?? Some shops nailed it. They played great tracks that felt on-brand and relevant to the people shopping. I had fantastic music discovery moments and felt like I wanted to be a part of the story they were telling. And they weren't the big names. They were small businesses where the owners had a personal connection to music. One store even had a turntable and a highly curated vinyl collection. These stores felt alive. The music told a story. It wasn't just background music; it was world-building.