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THE ERA OF BRANDED MUSIC IS JUST THE BEGINNING

By Blog, News

The era of branded music is just beginning as marketers are beginning to see music as an additional pathway of communication and expression of their own brand in order to reach consumers.

Marketing Dive online have created a a great article outlining the dos and don’ts of musical branding campaigns.

Major brands like Oreo and Lay’s have tapped mainstream musicians to craft original songs, but not all the efforts are chart toppers.

For years, analysts have eulogized the jingle, those musical catchphrases that underpinned marketers’ efforts for decades. But while the jingle might be considered dead, the era of branded music is just beginning, as advertisers increasingly tap mainstream artists — not just to pop open a can of Pepsi like Britney Spears — but to craft full-length original songs for their campaigns, such as Migos for Mountain Dew or Kelly Rowland for Dove.

“It’s more critical than ever that brands consider their audio strategies … and music is clearly a key part of that,” Lauren Nagel, Pandora’s VP and executive creative director, told Marketing Dive. “There’s a really natural connection for marketers to start to see music as an additional pathway of communication and expression of their own brand in order to reach consumers.”

Nagel noted a Nielsen survey that found 75% of Americans chose music as their top form of entertainment, surpassing TV (73%). Marketers are listening to that consumer interest, as a slew of recent campaigns have seen them enlist pop stars, R&B singers and rappers to write and perform original songs.

“There is this kind of tendency to build a musical identity and partner with well known artists,” Steve Milton, co-founder of sonic-branding agency Listen, told Marketing Dive. “The challenge that you have is you’re leaning on the brand of that artist, and so to build a brand asset, it’s like you’re going into partnership mode off the bat.”

“I think there can be a symbiotic or reciprocal relationship happening there that actually is not selling out, but adds value to both sides.”
Steve Milton, Listen, co-founder

Click here to read full article by Chris Kelly

COULD LIVE STREAMED CONTENT BE THE MOST EFFECTIVE EMPLOYEE ENGAGEMENT TOOL?

By Blog

Could Live Streamed Content Be Your Most Effective Employee Engagement Tool?

 

Music makes the world go around. There are few places in today’s High Street, from stores and salons and restaurants and pubs, where it does not add to the overall experience. Even banks, building societies and many an office are aware of the positive benefits of music.

Yet even today, and particularly at this time of year, businesses can get the music mix so wrong: constant Christmas tunes played on an endless loop – potentially irritating for customers and workers alike.

It needn’t be so, and often isn’t. Forget the generic CDs on repeat, savvy retailers, restauranteurs and other businesses realise that, rather than background music, in-store streaming is all about the “now”.

Live services allow people to interact and businesses to tailor their communications on the fly: providing news, entertainment and promotions to boost consumer mood and more. You’re providing an experience, creating an atmosphere. It’s real time, it’s immediate and it fosters a sense of community.

Our clients, including JD Sports, HSBC and Subway understand the power of music, delivered in-house, on brand and, increasingly, away from the business premises through Smartphone apps that also deliver supporting content such as promotions, forums and location services.

And it is not only customers who benefit from these brand-based stations: it also boosts the morale of employees; impacts their productivity and allows them to feel part of a bigger whole.

Could in-store “radio” actually be your most effective employee engagement tool?

There’s nothing more fundamental to having loyal, engaged and productive employees than good communication.

It absolutely makes sense for today’s brands to become media owners, curating experiences that reach their audiences. And one of a brand’s audiences, its potential biggest advocates, is its employees themselves.

Take HSBC, whom we first started working with in 2005, trialling the HSBC Live station that was later rolled out to its network of 1,100 branches. Its brief was to create a more consistent retail environment, providing a mix of news, music and sport as well as promotions for the bank’s range of financial services. It became apparent early on that customers appreciated the service – but so too did HSBC’s body of 45,000 staff in the UK.

Unsurprising: as a broadcaster I know how music especially is woven into our identity as human beings and influences our mood and energy levels. If it works for a consumer in a shop just how much more powerful is it for that till worker, that bank cashier, hairdresser or waiter in that environment for a shift of some six hours or more?

There’s growing evidence to support this claim. In one study a University of Illinois researcher gave MP3 players to 75 out of 256 retail staff to wear at work for four weeks. At the end of the test, the music listeners showed a 10% jump in productivity and were described as being “less nervous, less fatigued, more enthusiastic and more relaxed at work than the people in the control group”.

And research conducted by the Institute of Leadership & Management has argued that managers could cut absence from sickness by seven million days a year simply by switching on the radio.

Take that a step further: with a bespoke service, businesses can use audio as a channel to reinforce the corporate brand, bring together disconnected employees and communicate key messages through a shared experience. Think of shout-outs to colleagues, or slots before and after opening and closing hours to rally the workforce or deliver pertinent information.

I think that’s particularly powerful when it comes to Britain’s increasingly fragmented workforce. As we increasingly move to more flexible working solutions, such as working from home, on the road or as the use of contractors, subcontractors and occasional workers grows, it is vital businesses are able to communicate simply, easily and in a human way.

Where the workforce is remote and opportunities to collaborate are challenging, sound is – perhaps – our biggest asset.

Openreach is one such example. We’ve worked with the BT-owned infrastructure provider to bring its employees (most of whom are on the road) a 24/7 real time digital audio channel via their phones. Such an App can, of course, also support employee initiatives such as documents, interactive video, messaging and more – all contained within a single, staff-focused hub.

Such streams or stations allow workers to feel part of a bigger community whether they’re front of house, in head office or on the road. It also gives employers an immediate feed-back loop. Who’s listening when, what and how? What are they saying? The data from such services, increasingly, will feed into the business and allow functions such as HR greater insight into the minds of their staff.

Since launching in 2000 as in-store radio providers we’ve seen a rapid evolution of the brand audio landscape – and in a mobile-first, digital and increasingly fragmented world I can only see this continuing.

It’s good for business, good for our customers and good for the productivity, health and wellbeing of our staff – who are our biggest brand advocates for better or for worse.

After all, we’re better, connected.

 

GENERATION Z’S CHANGING TASTES: MUSIC TO THE EARS OF ADVERTISERS EVERYWHERE?

By Blog

For many brands, Gen Z are the new focus of attention as this youngest of generations rise through school and university, and increasingly enter the workforce.

Forget digital natives, these guys – born between 1995 and 2010 – are the first really truly mobile generation.

It’s exciting and scary for advertisers in equal measure: exciting because they really ‘do’ get (and help shape) all these new channels of communication; scary because of the many myths that surround this population.

This audience is concerned with experience above all else – however that is delivered. They want to work for their success, not be discovered, according to a report by Barkley and FutureCast; they believe that equality is non-negotiable; they want brands to be ‘real’ so they can be ‘unique’ and they have their own social media system of rules and etiquette.

In short, this generation is all about presenting their curated identity in a way that is authentic to them – and they expect brands to help them in this purpose.

How can we as marketers capitalise on this, and build brands that are based not on simply selling but that become a bigger and more relevant part of our customers’ lives?

As Gen Z increasingly enters the workplace, they matter more than what they offer in spending power. They matter because what comes instinctively to them today will become increasingly natural to many of us tomorrow.

Let’s take a look at how we can learn from and capitalise on the very particular habits of today’s under-23s.

Gen Z spends significant amounts of time on social media and video platforms. According to research by Adobe, in the UK, the average Gen Z spends a huge 10.6 hours engaging with online content every single day (compared to 8.9 hours for millennials and an overall average of 6.9 hours). They’re mobile-first and use their phone more than any other device. They’ll also use multiple devices at any one time.

This shift in behaviour means that marketers can reach this group whenever, and wherever they are; they can devise strategies that effectively link their retail presence with online ecommerce and deliver experiences – be they digital or physical -through the bridge of the smartphone. Clicks and bricks have never been closer. And nor has the customer.

Take our partnership with JD Sports, for example. This summer we launched JD X, a music service that includes a live channel that’s broadcast both in stores and through its transactional mobile app.

We know our audience is into exclusives, they want to find the best new music, want to search out new experiences and to be part of a community. The live station plays mostly urban music – grime, hip-hop and R&B alongside interviews with athletes such as boxing’s Anthony Joshua (a brand ambassador) and musicians. Customers are encouraged to interact via the app by submitting shout-outs or to catch up on shows they’ve missed. There are also a number of other, complementary content streams that are tweaked and changed on an ongoing basis.

And unlike on other platforms all the data is immediately available to the brand, allowing it to iterate on the go, and to help inform its plans around events, retail environments and so on. Crucially, could JD X be the added extra that makes a customer buy a pair of Adidas from JD Sports rather than any one of the thousands of other outlets?

The audience buys in to the JD universe. Sales are up and the service is being rolled out across Europe and beyond. This is a brand that understands who its audience is – something that is sometimes forgotten in the rush for short term sales at the expense of long-term brand patronage.

Advertising guru John Hegarty said recently: “My obsession has always been, when I’m creating a piece of work, the audience I’m talking to.”

He continues: “If you’re in marketing your job is to ensure your potential audience; everything else is a side issue. If you can inspire them to come to your brand you will have a brilliant brand that will have fantastic value and create great results.”

I couldn’t agree more. By tapping directly into your target audience you’re creating more than communications: you’re creating a community; a club; a hub. Done well and with honesty and integrity you’re also bringing a deeper layer of brand trust, creating interest and excitement, compelling curiosity and inviting surprise through carefully curated content.

For Generation Z, this is expected. They have a collaborative relationship with the brands they endorse and know the value exchange – often preferring it to traditional ‘advertising’, which they see as staid, forgettable and overwhelming in number – too easy to tune out. They want to be partners in much that they do and have a much more mindful attitude to everything from careers and experiences through to health and wellness.

Brands that understand and respect this have a head start. They understand the particular nuances of these younger generations but also consider how these changing behaviours will siphon through to the Gen Xers, the Baby Boomers et al. And, in time, how will Generation Alpha – those born after 2010, reset our expectations?

By Bruno Brooks, founder and CEO of Immedia

We know our audience is into exclusives, they want to find the best new music, want to search out new experiences and to be part of a community. The live station plays mostly urban music – grime, hip-hop and R&B alongside interviews with athletes such as boxing’s Anthony Joshua (a brand ambassador) and musicians. Customers are encouraged to interact via the app by submitting shout-outs or to catch up on shows they’ve missed. There are also a number of other, complementary content streams that are tweaked and changed on an ongoing basis.

And unlike on other platforms all the data is immediately available to the brand, allowing it to iterate on the go, and to help inform its plans around events, retail environments and so on. Crucially, could JD X be the added extra that makes a customer buy a pair of Adidas from JD Sports rather than any one of the thousands of other outlets?

The audience buys in to the JD universe. Sales are up and the service is being rolled out across Europe and beyond. This is a brand that understands who its audience is – something that is sometimes forgotten in the rush for short term sales at the expense of long-term brand patronage.

Advertising guru John Hegarty said recently: “My obsession has always been, when I’m creating a piece of work, the audience I’m talking to.”

He continues: “If you’re in marketing your job is to ensure your potential audience; everything else is a side issue. If you can inspire them to come to your brand you will have a brilliant brand that will have fantastic value and create great results.”

I couldn’t agree more. By tapping directly into your target audience you’re creating more than communications: you’re creating a community; a club; a hub. Done well and with honesty and integrity you’re also bringing a deeper layer of brand trust, creating interest and excitement, compelling curiosity and inviting surprise through carefully curated content.

For Generation Z, this is expected. They have a collaborative relationship with the brands they endorse and know the value exchange – often preferring it to traditional ‘advertising’, which they see as staid, forgettable and overwhelming in number – too easy to tune out. They want to be partners in much that they do and have a much more mindful attitude to everything from careers and experiences through to health and wellness.

Brands that understand and respect this have a head start. They understand the particular nuances of these younger generations but also consider how these changing behaviours will siphon through to the Gen Xers, the Baby Boomers et al. And, in time, how will Generation Alpha – those born after 2010, reset our expectations?

By Bruno Brooks, founder and CEO of Immedia

We know our audience is into exclusives, they want to find the best new music, want to search out new experiences and to be part of a community. The live station plays mostly urban music – grime, hip-hop and R&B alongside interviews with athletes such as boxing’s Anthony Joshua (a brand ambassador) and musicians. Customers are encouraged to interact via the app by submitting shout-outs or to catch up on shows they’ve missed. There are also a number of other, complementary content streams that are tweaked and changed on an ongoing basis.

And unlike on other platforms all the data is immediately available to the brand, allowing it to iterate on the go, and to help inform its plans around events, retail environments and so on. Crucially, could JD X be the added extra that makes a customer buy a pair of Adidas from JD Sports rather than any one of the thousands of other outlets?

The audience buys in to the JD universe. Sales are up and the service is being rolled out across Europe and beyond. This is a brand that understands who its audience is – something that is sometimes forgotten in the rush for short term sales at the expense of long-term brand patronage.

Advertising guru John Hegarty said recently: “My obsession has always been, when I’m creating a piece of work, the audience I’m talking to.”

He continues: “If you’re in marketing your job is to ensure your potential audience; everything else is a side issue. If you can inspire them to come to your brand you will have a brilliant brand that will have fantastic value and create great results.”

I couldn’t agree more. By tapping directly into your target audience you’re creating more than communications: you’re creating a community; a club; a hub. Done well and with honesty and integrity you’re also bringing a deeper layer of brand trust, creating interest and excitement, compelling curiosity and inviting surprise through carefully curated content.

For Generation Z, this is expected. They have a collaborative relationship with the brands they endorse and know the value exchange – often preferring it to traditional ‘advertising’, which they see as staid, forgettable and overwhelming in number – too easy to tune out. They want to be partners in much that they do and have a much more mindful attitude to everything from careers and experiences through to health and wellness.

Brands that understand and respect this have a head start. They understand the particular nuances of these younger generations but also consider how these changing behaviours will siphon through to the Gen Xers, the Baby Boomers et al. And, in time, how will Generation Alpha – those born after 2010, reset our expectations?

By Bruno Brooks, founder and CEO of Immedia

Increase productivity in the workplace

BENEFITS OF MUSIC IN THE WORKPLACE

By Blog

Web FX have produced an interesting article on the affects of listening to music within the work place: Does listening to music at work help your performance? Or does it slow you down?

MUSIC AND PRODUCTIVITY

Music has the ability to influence how we experience things around us, and happy tunes can make work more enjoyable.

If you listen to music at work, you’re in good company. In fact, 61% of employees listen to music at work to make them happier and more productive.

And according to research, it works! Studies show that 90% of workers perform better when listening to music, and 88% of employees produce more accurate work when listening to music.

Listening to music not only boosts workplace efficiency, it can also improve your mental and emotional well-being.

Increase productivity in the workplace
Increase productivity in the workplace

MUSIC AND BUSINESS

65% of business owners agree that music makes employees more productive, and 77% of small- and medium-sized business owners believe that playing music increases employee morale.

In certain industries, such as retail and hospitality, music has an even greater impact on employee performance and attitude. Happy employees provide better customer service, and improved customer experience can lead to more revenue and word of mouth marketing.

In fact, 40% of business owners believe that playing music can actually increase sales, and research shows that without music, 25% of retailers and 33% of hospitality companies would actually lose business.

So if you want to boost your revenue, you may want to grab some headphones, find your favorite station, and get down to business.

MUSIC AND THE BRAIN

Have you ever started crying while listening to a sad ballad or tapped your foot along to a happy tune?

Music arouses emotion from the nucleus accumbens, a major player in the brain’s reward circuit. The nucleus accumbens operates on two neurotransmitters: dopamine, which helps regulate emotional responses, and serotonin, which can affect mood and social behavior.

This is why songs can instantly grab our emotions and transport us back to a certain time and place.

An experiment at McGill College found that listening to music activates the same brain structures and regions linked to other euphoric stimuli, such as food, sex, and drugs. Blood rises and falls with the swells of music in areas of the brain associated with reward, emotion, and arousal.

In addition, music activates that motor cortex, the part of the brain that controls voluntary movements. So if you find yourself moving to the beat of a song, you can thank your motor cortex.

Music in the workplace

Music also stimulates memories from the hippocampus, the center of memory, learning, and emotion located in the medial temporal lobe of the brain. This is why listening to a particular song can take you on a walk down memory lane.

Why people benefit from music in the workplace

WHY PEOPLE LOVE MUSIC

Ever wonder why people are so passionate about music?

Music releases dopamine in the reward center of the brain, the same chemical released when you eat your favorite food or when you get a new follower on social media. And it makes you want more!

This is also why finding new music you love is so exciting. Listening to pleasurable music releases dopamine, and dopamine increases happiness.

People also love music because they can express their personalities and opinions through the music they listen to. And they can often relate song lyrics to experiences in their own lives.

HEALTH BENEFITS OF MUSIC

Listening to music also has a multitude of health benefits. It:

  • Reduces stress and anxiety
  • Decreases pain
  • Improves immune function
  • Aids memory
  • Increases motivation

According to neuroscientists, listening to music magnifies positive emotion through the reward centers of the brain, and it stimulates hits of dopamine that can distract you from painful or stressful situations.

Music therapy is also beneficial for dementia patients, helping them recall memories and emotions.

Health benefits for employees

MUSIC FOR BOOSTING PRODUCTIVITY

Music provides a great escape in noisy office environments, and it can help you drown out distractions to keep you at the peak of productivity.

However, how do different genres of music impact productivity?

In addition, 58% of people completed tasks more quickly when listening to pop music. So if you need to get a job done quickly, play your favorite pop tunes.

Ambient noise is also great for sparking creativity and improving concentration.

Contact Immedia today to discover our award-winning brand engage solutions within Retail, Hospitality, Banking, Automotive and more.

IT AIN’T (JUST) WHAT YOU PLAY – IT’S THE WAY YOU PLAY IT

By Blog

This article title has given me a little tune that will surely get stuck in my head later. But it also has a strong message, which draws attention to the focus of this weeks’ scientific blog: the importance of considering the way that you play music for the public. Ignoring consumers’ psychological reactions to the quality of sound reproduction is likely to have negative consequences for customer satisfaction and related retail behaviours. 

Any public space that provides music to the public would be advised to think carefully about HOW they provide that music; consider music centres, amplification systems, and speakers. There are two reasons why choosing a bad (most often, very low cost) system might have negative effects. 

1) People react quickly and decisively when they are in an environment that is playing poor music. Immedia’s own survey suggests that people will vote with their feet and simply leave a store where they don’t like the music. And poor quality music reproduction (i.e. “tinny”) is never going to be popular. 

2) Poor music reproduction can lead to cognitive dissonance – a psychological feeling of upset caused when there is a gap between what people expect to hear and what they hear. 

The important point about cognitive dissonance is that people’s listening expectations fall in line with their own experience of music, which will largely be based on the systems that they have at home, in the car or on personal music devices. The vast majority of us do not invest hundreds of pounds in music systems, speakers or headphones; but even in this case a poor quality, tinny reproduction will not sound right as it is not what we are used to hearing. 

So, we are not talking huge investment here. A standard system that mimics the quality that most people would have at home is a good investment. Anything less could turn out to be a poor investment. 

Do people really notice changes in sound quality? Science tells us that they do. Olive (2011) found that people prefer the sound quality of CD to MP3 reproduction (where the sound is more compressed) indicating that they “can discern and appreciate a better quality of reproduced sound when given the opportunity to directly compare it against lower quality options.” Pras, Zimmerman, Levitin and Guastavino (2009) also found that people can reliable detect the difference between CD and MP3 quality, especially in genres like pop and rock. 

The science tells us that our ears are capable of extremely fine tuned judgments of sound quality. And if the music we are hearing, especially music we like, is not up to the usual standard then we are likely to be disappointed. In previous blogs I have written about how this type of disappointment in retail music can translate into a negative image. Poor quality music choices can suggest a lack of attention and care. 

The importance of sound quality came across to me when I considered my own behaviour. I like to visit my local shopping centre every couple of weeks as there is a lively fruit and vegetable market, and a number of small local shops. Since I spend a lot of time outside on these trips I usually play my own music on my iPod. But there is one local charity shop where I tend to spend a lot more time browsing compared to any other; thinking back on it now it is the only place where I consistently remove my headphones. The manager places nice upbeat easy listening music on a small music system, of the kind that most people own. And I like it. It feels just like being at home, but with a fantastic pile of vintage bags to explore! I hope they never change. 

THE RIGHT COMMUNICATION IN THE RIGHT ENVIRONMENT

By Blog

Speech has been our main communication medium for thousands of years and there is plenty of scientific evidence that we process language fairly automatically. For example, studies have shown that background speech is more disruptive when we are trying to read or study compared to nonverbal sounds like music, probably because we are automatically drawn to notice the speech..

In order to get a message across in non-direct speech you must pay careful attention to factors such as tone, congruency, and trust. This article explores the science behind quality (i.e. effective) speech communications.

Let’s start with an example that happened to me only a few days ago. I occasionally visit the gym on my lunch hour, where they play commercial radio. In between the songs there are the standard promotions, adverts and infomercials. I had been warming up when my friend turned to me and said, “Did you hear that, that is a really good idea”. I said “What?” I knew someone had been speaking but I had no idea what had been said. Turns out it was an announcement about a new non-emergency phone number for the UK police (101, by the way) – so, good information. But I completely missed it. Why?

Tone and environment: I believe the first reason was the tone. It was a male speaker with a fairly monotone, relaxed voice which failed to capture my attention. And this was not the actor’s fault, as the biggest problem was the environmental incongruence or mismatch. The information that gets my attention in a gym is usually given by lively, energetic voices – as that is how I tend to feel in a gym. So we have two issues here: the temperament failed to grab my attention and the fit with the environment was wrong.

This example highlights the importance of the right communication in the right environment. If you are interested in putting across information to staff or consumers then you must consider what might be the most effective way to use language in that space. Consider the environment. Consider the tone of the voice. Consider the demographics of your consumers or clients as well as their likely aims and mood in your space.

The ultimate aim is a match, or congruency, between message and environment as we process information most effectively when there is minimal cognitive dissonance in our world.

Trust and honesty: Another important issue to consider in generating effective, quality sound communication is trust. Most people have a natural tendency to be wary of adverts; we are well aware of the difference between somebody trying to sell something and somebody providing helpful information.

The key to the successful consumer/ client communication is to give the impression that you are providing useful information rather than trying to wave a product in someone’s face when they would rather just be left alone to browse. This is doubly important in a public area, where our sense of personal space is strong and we are resistant to ‘invasion’. This applies to the auditory world as much as anywhere else – our desire to retain private space is one of the main reasons that people in busy cities walk around with headphones.

And then there is honesty. A long standing finding in psychology regards the Duchenne smile or a variation that became known as the Pan-Am smile, apparently named after the smiles worn by flight attendants on the now defunct Pan American World Airways. These types of smile, most of the time, are fake. And studies show we can reliably tell a fake smile from a real one, even if we don’t know how we are making the judgement. And we can also hear fake emotion in voices as well. So if you are trying to provide information and expect an impression of trust and honesty – qualities that we associate with genuine information – then there is little value in going for a faked emotional expression or tone.

Quality sound communication is built on a scientific understanding of our psychological responses to being in public spaces, the limits and biases of our perception and attention mechanisms, and our ability to evaluate social and emotional intent. Getting the balance right between these features can make the difference between simply hearing speech and listening to the message.

“Immedia have perfected these psychological speech variations in in-store environments. It is these differences that drive effective speech communications and indeed entice further spending decisions supported by honest information and correct tonality.”  – Bruno Brookes, CEO

PSYCHOLOGY OF MUSIC

By Blog

One question that might be on your mind is what can science bring to music strategy? The aim of this blog is to introduce you to the fascinating world of music psychology; discipline and passion, and to demonstrate why this new and exciting science has the potential to take music strategy to a new level. 

Psychology is the study of human beings; how we behave, how we feel and how our minds work. Music psychology aims to understand our mind and behaviour with reference to one of our most powerful, regular and unique activities – producing and listening to music. 

Music is an essential component of human life. There is not a single known human society on earth that does not use music in one form or another, and our love of music is completely unique in the animal world. Other animals use pitch and timbre to communicate simple messages (sometimes refer to as ‘song’) but we are the only being that engages in creative and spontaneous musical behaviours in order to influence our state of mind and body. And we have been musical for a very long time. Archaeologists have discovered bone flutes, carved with great skill and dexterity, that date back 35,000 years. And of course this is likely to be an underestimate in the age of music use; most modern tribes create instruments from biodegradable materials which disappear quickly in archaeological terms. Evidence from fossilised skeletons suggests that humans had developed the bone structure necessary to be able to communicate using musical vocal sounds and gesture over one million years ago. 

So music is not just a modern creation, expression or commercial activity. It has been a part of our lives for so long that it has become a key part of human existence and this is reflected in our minds and bodies. Neuroscience studies show that music is capable of activating the oldest reward centres of our brain. It can energise us for challenging mental and physical situations, including work and exercise. And it can relax and soothe us, from the time that we are infants through to the end of life. 

Furthermore, music can have a large impact on our reactions to everyday environments, including our own homes and cars but, importantly for music strategy, on our behaviours inside and reactions towards shops, restaurants and other commercial premises. But let’s not go too far! Music is not any kind of magic elixir for persuasion. Hearing a piece of music will not convince someone to do something that they do not want to do. But it is true that music it is an essential and too often overlooked factor in how we react to an environment, whether we are a customer, a worker, a resident or just passing by. After all, our auditory environment is not something we can avoid (i.e. our ears cannot be closed!). If we are not happy with the sound around us then our only option is to walk away. Music strategy is about understanding how to maximise an auditory environment for a specific setting whereby an individual in that space is comfortable, relaxed and engaged. 

Our musical reactions are based on millions of years of evolved behaviours, such that many of our brain responses are fast, automatic, and beyond our control. The benefits to understanding the potential influence of music on behaviour and thought processes are significant and immediate. By careful application of music strategy we can improve our sound environments for the better, an activity which benefits everyone who inhabits those spaces. 

In-store music at Christmas

FESTIVE BACKGROUND MUSIC IN-STORE

By Blog

Walk down the High Street at Christmas and the same songs will greet you again and again. You’ll get a bit of ‘Merry Christmas Everybody’, you’ll hear ‘I wish it could be Christmas everyday’ and almost thirty years on, Band Aid’s ‘Do they know its Christmas’ remains a seasonal favourite.
The evidence is that these are also the tunes Britain’s shoppers like hearing. In a study we asked consumers for their favourite Christmas songs as well as their ‘playlist from hell’, and the three songs I’ve mentioned above ranked in the top three.

There is one caveat. Shoppers do like hearing these songs, but not over and over and over. Two-thirds (68%) of shoppers felt that Christmas music played in-store was too repetitive. And it is. An hour in your local shopping centre will prove that point.

At Immedia we talk about the importance of having a ‘sound of your brand.’ Just like every retail brand has a distinct visual identity, so there should be a unique sound the shopper hears when s/he is in-store, tailored to what you sell as well as who your core demographic is.

The problem is, at Christmas there isn’t a sound of each retailer’s brand, there is instead a sound of the High Street. That means retailers are losing an opportunity to target shoppers with a unique sound that provides the right aural environment for them to buy.

We also asked shoppers about the songs they don’t like hearing, and in fact our Christmas Playlist from Hell if anything proves the Sound of Your Brand concept.

The novelty track ‘Christmas in Blobby Land’ by Mr Blobby came top, followed by Justin Bieber’s ‘Mistletoe’ and ex Baywatch star David Hasselhoff’s ‘Stille Nacht.’ Think about this for a minute, Justin Bieber is in that list. And yes, some adults think of him as an annoying teenager.

Yet his record speaks for itself and he has a huge fan base of (mainly) 10-14 year old girls. For example, when Bieber says ‘good night girls’ on social media, 29,000 reply!

This is where the need of a Sound of Your Brand comes in. If you are an electronics retailer, then Justin Bieber probably shouldn’t feature on your playlist. If however, you run a teenage accessories or fashion store, he might well work for you.