The Soundtrack Behind Nobis Hospitality Group
Inside the strategy behind Nobis Hotels' music, and how their music supervisor, with the right setup, brought consistency and character to every space.
Meet Nobis: A brand built on atmosphere
At Nobis Hospitality Group, hotels balance architectural heritage with modern design to create a guest experience that feels both elevated and personal. With 10 properties across Stockholm, Copenhagen and Palma de Mallorca, the Sweden-based brand takes pride in every sensory detail — including sound.
At the heart of that sound is Bojan Planinčić, the group's Music Supervisor. What began as a DJ set during his time as a server in one of the hotel's restaurants turned into a brand-wide role shaping the Nobis music identity. "The owners happened to be on site while I was DJing and asked, 'What is this music?'" Bojan recalls. "They felt it fit the mood and asked if I'd bring that kind of curation to all the hotels."
Today, he oversees the music strategy across every property. "My role is really about shaping the atmosphere and creating the music identity of the hotels," he says. "It's important for us to have a unique sound, because a well-crafted soundtrack can communicate a lot about your brand. Ours is calm and elegant, but with moments of curiosity. And it's surprising enough to keep things interesting."
The challenge: One brand, many spaces
With nearly a dozen hotels and countless spaces from lobbies to restaurants to lounges, Nobis needed a way to ensure that its sound was consistent, brand-aligned and adaptable across every property.
Before Bojan took over, each hotel was managing music differently. Some hotels were playing music through Soundtrack hardware, some through iPads; and all were running their own playlists. Some of the music didn't quite fit. There was no visibility or oversight into what was playing or where — and for a brand built on design consistency, this inconsistency wasn't ideal.
"I needed everything in one place," says Bojan. "One account where I could see every zone, so I could keep the hotels consistent and know at a glance that everything was up and running."
Shaping the vibe with Soundtrack
Soundtrack made it possible to centralize everything — and fast. Within one day, Bojan's customer success manager had all 10 hotels onboarded and connected under a single dashboard.
"The transition was seamless, and now everything is easy," says Bojan. "I can see what's playing, what's online, what's offline, all in one place. It doesn't matter if I have one hotel or 50. The workflow stays the same."
Beyond visibility, Bojan tapped into the power of Soundtrack's tools to fully shape the hotel group's sound. He began curating playlists from scratch, inspired by the flow of the guest experience as well as his lifelong passion for music. "For me, building playlists is the most exciting part," he says. "I build them around the rhythms of the day: breakfast, lunch, midday, the quiet afternoon gap and then the evening."
That flow starts with morning bossa nova, followed by instrumental jazz or world groove during working hours, then transitions into Detroit beats, deep house or slow disco in the evening. For inspiration, Bojan might lean on curated Soundtrack playlists like Dinner and Drinks, or imagine what a certain DJ would play at 8 a.m. versus 8 p.m. and build from that.
He also uses music to guide the guests' journey from space to space. "In the lobby, the volume is low, because we want guests to settle in," he explains. "In the Lounge, the music adds depth and calm by connecting the lighting, the visuals and the guests' internal mood. At night, the Lounge and Gold Bar shift to a shared playlist that's more pulsing but still refined."
To make all of this work across 10 properties, Bojan relies on a handful of features that help him stay in control. With Location Overview, he can check what's playing across every property, whether he's in Stockholm or Palma. "I couldn't live without it," he says. "I check it every morning, like checking email."
If a schedule works well in one location, Duplicate Schedule lets him duplicate it across others in seconds. "This saves me so much time."
Music Scheduling gives him the control to match music to key guest moments, from check-in to late-night cocktails. And with Spotify Import, there's no need to start from scratch — the tracks he already knows and trusts are right there.
Because the staff experiences the music day in and day out, they play a key role in ensuring the vibe is on point. If a song doesn't feel right, they flag the time, and Bojan adjusts it directly in Soundtrack in seconds.
A sound guests remember
With Soundtrack, Bojan has brought cohesion, control and creativity to the entire Nobis experience — and guests notice. "They ask for songs all the time," he says. "They complement the ambience, which is really a combination of service, lighting and music."
More importantly, each Nobis hotel now feels like part of a unified brand: musically consistent, but still tapped into its own distinct local vibe.
"A hotel should feel like your home in another city," Bojan says. "When the music, lighting and space are in sync, it just feels right. Soundtrack helps us deliver that experience everywhere."
The Soundtrack tools that power Nobis' signature sound
Music Scheduling
Allows you to plan your soundtrack around the day — from morning energy to evening mood — so the right music plays at the right moment.
Location Overview
Get a centralized view of what's playing across every hotel and zone, so you always know what's live and what needs attention.
Duplicate Schedule
Makes it easy to reuse the perfect daily schedule across multiple locations in seconds.
Spotify Import
Lets you bring in your favorite tracks and playlists, so there's no need to rebuild from scratch.
Find your soundtrack
Soundtrack gave Nobis Hospitality Group complete control over their music identity — across 10 hotels, dozens of spaces and every moment of the day. Try Soundtrack free for 14 days and discover how it can help unify and define your brand.
