Music genres used to be straightforward. There was classical, rock, pop, and jazz if you were feeling adventurous. Others followed — some that were self-explanatory, like rhythm and blues or dance, and some that were not. Try explaining turbofolk or cloud rap to the uninitiated.

The idea of music genres came about in the early 1900s. Radio stations decided that advertisers would pay more if they could reach a specific audience, and so the idea of categorizing music into formats, such as “popular music” and “country music,” was born.

The boom of digital streaming has blurred genres, with artists and fans cherry-picking sounds they like, mapping their own musical cities where borders don’t exist. But the idea — to use music to evoke a certain feeling and reach a specific audience — is still alive and well today. And you can make it work for your business. 

Here are five tips for finding the right music genre for your brand:

1. Know your audience

First things first: What music would your typical guest or customer want to listen to? And if you don’t have any guests or customers yet, what would your desired clientele listen to?

Once you’ve done your research, developed a brand identity and audience personas, your potential clients’ music tastes will likely become apparent. 

2. The broader the genre, the broader the audience

If you want to communicate with a broad audience, choose a broad genre. However, playing music from niche genres and artists can result in greater cultural impact. If you have a specific target audience, carefully curated music can evoke a deeper personal connection.
It all depends on the nature of your business. 

3. Season to taste

From “Autumn Leaves” to “Baby It’s Cold Outside,”’ jazz standards seem to have a monopoly on coziness in the colder months. House music thrives in summer, built around repetition and groove; house creates a rhythmic backdrop that keeps people moving — perfect for retail or hospitality settings looking for communal energy. Even if these genres aren’t a key part of your brand’s audio identity, it might pay to include a few key seasonal tracks on your playlist.

4. Understand regional differences

Genres that are popular in one place may be unknown in another. Country music, for example, is one of the most popular genres in the U.S. Yet outside of America, it can be perceived as foreign and out of context. The same can be the case within a genre itself. Hip-hop prides itself on locality, so a song by Kendrick Lamar or a g-funk classic by Dr Dre might just land better at your LA location than in your Oklahoma outpost. 

5. Don’t be afraid to mix it up

Music is constantly evolving as artists experiment with sounds that often challenge the very notion of genre. It can be hard to keep up. But hitting the right chord for your brand is an art, not a science. Genre inspiration can come from both the usual sources — radio, streaming services, record shops, concerts and music magazines — and the unusual: competitors, friends, even your 13-year-old nephew. So don’t be afraid to mix it up and try out new ideas. Hit the sweet spot and you’ll have the perfect soundtrack for your business. 

Ready to test it out for yourself? With Soundtrack you can explore, experiment and find your perfect fit — free for 14 days, no card required.