Soundtrack in The Times: What makes the perfect retail playlist?
Soundtrack CEO and co-founder Ola Sars talks to the Sunday Times about the music that British retailers keep on coming back to.
What should customers hear when they walk into a store? According to a recent feature in The Times, the answer is a mix of familiar, feel-good music led by Olivia Dean, Raye and Harry Styles.
The article draws on new data from Soundtrack, which analyzed music played across around 7,000 businesses in the United Kingdom between January and May 2026.
According to the data, Olivia Dean is the current queen of the retail playlist (and, for that matter, British music). Three of her songs appear in the top five most-played tracks by British businesses this year, with "Man I Need" taking the number one spot.
But business music doesn't just mirror consumer charts. Of the 20 most-played songs by British businesses, only one also appeared in the Official Charts Company's list of the year's ten biggest-selling singles so far.
That difference matters. A great business playlist isn't just about what is popular. It's about what works in a specific space, at a specific time, for a specific audience.
As Soundtrack co-founder and CEO Ola Sars explains to The Times, businesses tend to favor music that feels upbeat and familiar without distracting from the customer experience.
It reinforces what research has shown for years: music can influence how people experience a space and even how they shop. When chosen with intention, music becomes an important part of the overall customer experience â not just background sound.
It's a reminder that a strong retail music strategy is about more than playing the latest hits. The right soundtrack helps shape how a space feels, supports your brand, and creates an experience customers want to come back to.
