The central question
You walk into a cafe, someone’s laptop chimes, the barista punches a till, and without thinking you know whether you’re in a hip co‑working spot, a cinema, or some corporate waiting room. Sound is doing heavy lifting in our day to day, and different genres and tones literally nudge people to act, or to stay, or to feel calm enough to sign a contract. I talked this through with Erwin de Boer, and here’s what I walked away with, and what you can actually use.
Sound has three jobs
Sound plays three jobs, often at the same time. First, sound is identity: jingles, sound logos, and recognizable cues. Second, sound is functional: the little feedback noises that confirm an action. Third, sound is environmental: the music and tone that shape behavior in a space.
Sound variables that change behavior
- Tempo, faster or slower, nudges arousal. Fast tempo can increase heartbeat and make people move quicker. Slow tempo can slow the pace, get people to linger.
- Instrumentation carries class cues, think strings and acoustic piano for formality, looped electronic beats for modern and energetic, or distorted guitars for edginess.
- Tonality and melody create emotional direction, minor keys leaning toward melancholy or tension, major keys toward warmth and openness.
- Volume controls interaction, not just mood. Loud does not equal better, it equals intrusive. “Loud doesn’t mean better,” was the blunt, accurate observation that should be tattooed in the marketing department.
Different settings need different strategies
Restaurants, retail, airports, and hospitals all need different music strategies, not just “put on the radio.” An elegant restaurant needs sound that sits under conversation. Retail may use tempo and genre to support pace, energy, and dwell time. Hospitals and waiting rooms need calm, clarity, and low stress. Context decides what good sounds like.
Licensing versus custom music
- Licensing a popular song can buy instant recognition, but costs can be prohibitive and rights are often limited by time and platform.
- Commissioning a custom score gives you control, permanence, and fit. It can be more strategic for long term brand identity.
Use commercial music legally
Do not use a personal Spotify account in a store unless you want licensing trouble. Spotify licenses personal use, not commercial background music. Use services built for business playlists, or license and curate properly.
Common mistakes
- Personal taste drives decisions, not brand fit. The marketing manager’s favorite track does not equal a strategic audio choice. Music is personal, but audio branding is not personal.
- Volume and quality get ignored. Low fidelity or loud music kills experience faster than bad food or poor lighting in many people’s minds.
- Mismatch between visuals and sound creates confusion. As with movies, if the scene is comedic and the music is dramatic, the audience feels something is off even if they can’t say why.
What the research gaps look like
We have basic findings that tempo affects physiological markers such as heart rate, and there are studies showing music reduces pre‑op anxiety. But industry needs more actionable research, like combinatory matrices that show how tempo, timbre, and cultural associations interact to produce behavioral outcomes. Erwin suggested a systematic approach, testing combinations rather than isolated musical variables. It’s messy work, but it gives the composer and marketer a usable map, not guesswork.
Practical checklist
- Start with brand persona, then map musical qualities that match it, not the other way around.
- Decide channels, because a 10 minute orchestral piece is useless if you only need 15 second cues.
- Control volume and audio quality, especially in physical spaces.
- Evaluate cost, licensing, and longevity, choose custom composition when you need a lasting identity.
- Test and iterate, small measurable changes in behavior can compound into real business outcomes.
Sound is subtle, but not optional
Music and sound are not icing, they are ingredients. A well chosen genre and tone will not fix a weak product, but it will shape how people experience that product before they ever read a headline. If you care about how people behave and feel in your space, start treating sound like the strategic tool it is.
The practical point
Sound is subtle, but not optional Music and sound are not icing, they are ingredients. A well chosen genre and tone won’t fix a weak product, but it will shape how people experience that product before they ever read a headline. If you care about how people behave and feel in your space, start treating sound like the strategic tool it is.