How background music can work for your business

Music plays a bigger role in business spaces than many people realize.

The right background music helps customers connect with your brand, feel at home in your store, and stay longer. When the experience resonates, it can also encourage purchases and leave customers with a positive impression they're more likely to share with friends and family, building brand awareness through word of mouth.

In contrast, the wrong background tunes can irritate customers or make them feel overwhelmed or out of place, which may encourage them to leave sooner than intended. That's not good for brand perception or sales.

So how do you make ambient sound work in your business setting? And, how do you do it in a way that fits your brand, attracts more customers and remains legally compliant?

This article looks at how background music can support your customer experience, from choosing the right playlists to understanding licensing and avoiding common mistakes.

Why background music matters in a business

Background music isn't just there to fill silence. It shapes how a space feels.

In retail, hospitality, fitness and service environments, music creates an atmosphere that can affect a client's mood which may determine how long they stay, how much they spend, and how they will remember the experience.

When the sound doesn't fit, it can become a distraction.

That's why background music should be treated like any other element of your commercial space, alongside lighting, layout and service. The rule of thumb to keep in mind is that all these elements need to complement your product.

How music affects customer experience and brand perception

Every business communicates something the moment a customer walks in. Music is part of that message.

A calm, minimal soundtrack can make a space feel relaxed and premium. Brighter, more energetic tunes can create a sense of movement. Warm, familiar sounds can help customers feel welcome and at ease.

Problems usually arise when the music feels disconnected from the rest of the brand. Imagine a minimalist interior paired with a chaotic playlist: it can be confusing, even if the individual songs are popular.

Music works best when it quietly reinforces your brand rather than competing for attention.

How to make background music match your brand

If you're deciding how to make background music work for your business, start with your brand identity, not with the playlist.

Ask yourself:

• What do I want customers to feel in this space?

• How would I describe my brand in a few words?

• Do my current playlists support that feeling?

Different businesses naturally lean toward different sounds. For example:

• Cafés often benefit from relaxed, warm music

• Restaurants usually need steady, unobtrusive tracks that allow easy conversation

• Gyms may need higher energy music during peak times

• Salons and spas generally require calm, minimal sound

The goal isn't to impress customers with musical knowledge. It's to create a space that feels intentional and comfortable.

Know your customers and how they use your space

To choose background music that works, you first need to understand who your customers are and how they use your space.

Ambient sound is most effective when it reflects both your audience and the context of their visit. Different customer groups respond differently to genre, tempo and energy level, depending on why they are there and how long they plan to stay.

Soundtracks do not need to match customers' personal taste exactly. What matters more is that it feels appropriate for the space and the activity taking place. This distinction is often overlooked, but it plays a key role in creating an environment that feels comfortable rather than distracting.

Before building a playlist, take time to answer a few practical questions:

• Who is your ideal customer? Consider creating a few simple customer profiles.

• Why are they visiting your café, salon or store?

• What are they hoping to find or experience?

• How long are they likely to stay?

• Why did they choose to visit in person rather than shop online?

• What do they want from the experience overall?

The answers to these questions will guide your music choices far more effectively than personal preference alone.

Timing matters

Customer needs often change throughout the day. For this reason, many businesses adjust their playlists based on the time of day, using calmer music during quieter periods and slightly higher-energy music when foot traffic increases.

This approach, known as dayparting, is widely used in retail, hospitality and service environments to better align soundtracks with customer behavior.

Genre, tempo and energy level explained

When deciding how to make background music effective in your commercial space, three elements matter most: genre, tempo and energy level.

Genre sets the tone and emotional direction of a space. Think about how different it feels to walk into an upscale, high-end boutique compared with a trendy, casual clothing store aimed at skaters, snowboarders or surfers. Even before you look at a product, the music helps signal what kind of experience to expect.

Tempo influences how people move and how long they stay. Slower tempos tend to create a calmer atmosphere and encourage customers to linger. Faster tempos increase energy and momentum. You can hear this difference clearly when you compare the music in a spa or yoga studio with the high-energy sound used in spin classes or cardio-focused gyms.

Energy level is about intensity. Background music usually works best when it feels supportive rather than dominant. For example, a café might use mid-energy sounds that create warmth without competing with conversation, while a bar or gym during peak hours may intentionally raise the energy to create excitement and drive activity.

When the genre, tempo and energy are aligned with your space, brand and customers, music enhances the experience instead of distracting from it.

Why consistency matters more than variety

One of the most common background music mistakes is inconsistency.

Playlists that jump between styles, moods or decades can feel chaotic. Smooth transitions and a clear musical direction help a space feel calm and well considered.

You can still keep things fresh by rotating tracks regularly, using different playlists for different times of day and introducing seasonal variations. It is also a good idea to listen to staff and customer feedback and make slight tweaks accordingly.

Tailoring background music to different areas

You can maintain consistency while keeping the atmosphere engaging by adjusting soundtracks for different areas of your business. This approach works best in larger spaces, where tunes from one area do not interfere with another. Competing audio can quickly become distracting or uncomfortable for customers and for staff working long hours in the space.

If your business has clearly defined zones, it can be helpful to think about how playlists and music selection support each one. For example:

• Entrances should reflect your brand and set expectations as customers arrive.

• Dining or seating areas benefit from gentle music choices that support conversation.

• Retail floors often work best with moderate energy selections to encourage browsing without feeling overwhelming.

• Service and checkout areas should allow for clear communication between staff and customers.

• Waiting or quiet areas usually require softer, less intrusive background music.

Thinking in terms of zones helps create a more balanced and comfortable experience as customers move through your space.

Can you use Spotify or Apple Music in a business?

No, you cannot use Spotify to play music in your business. Personal streaming services like Spotify, Apple Music and YouTube are licensed for private use only.

Using these services in a business environment can violate copyright law and may result in fines.

Businesses need music that is licensed for commercial use. Business music services, such as Soundtrack, can help your business ensure that your background music is compliant with local laws.

How Soundtrack helps businesses get background sound right

Choosing and managing background music for a business can be time consuming, especially for owners and managers with limited time.

Soundtrack is built specifically for commercial environments, making it easier to create suitable tracks without added complexity. In practice, Soundtrack works by combining three essentials:

• Curated playlists tailored to different industries and moods

• Tools to control energy levels and schedule music throughout the day, including dayparting

• Full commercial licensing so you avoid copyright violations and potential fines

Simply put, Soundtrack handles playlists and licensing, allowing staff to focus on service rather than sound.

Find out how different businesses use Soundtrack by reading our customer stories.

The takeaway

The right background music helps a space feel considered and comfortable. When it fits the setting and reflects the brand, it supports the experience without drawing attention to itself.

In short, it should welcome customers, support what they are there to do and make the space feel right. When people feel at ease, they are more likely to stay longer, tell others about their experience and return.

FAQ: Background music for business

What is background music for business?

Background music refers to playlists used in a commercial space to create a specific atmosphere and support the customer experience.

How do I make background music fit my business?

Start with your brand identity and customer needs. Choose consistent genres, tempos and energy levels that match how you want the space to feel.

Why is background music important?

It influences mood, comfort and how long customers stay. It also affects how people perceive your brand.

Can I use Spotify or Apple Music in my business?

No. Personal streaming services are not licensed for commercial use.

Do I need a licence to play music in a business?

Yes. Businesses must use music that is licensed for public and commercial environments.

What is dayparting in background music?

Dayparting means adjusting music based on time of day, such as calmer music in the morning and higher energy music during busy hours.

How often should business playlists be updated?

Monthly updates are a good rule of thumb to keep music fresh without losing consistency.