If you run a shop, restaurant, or other business, background music can make your customers feel welcome and keep your staff happy. But before pressing play on your shiny new playlist, you should ask yourself the following questions about music.

When curating your playlist, consider your brand identity, the atmosphere you want to create in your business, and how to play music legally. This article addresses the key music-related questions a company should ask. It acts as a guide to building an on-brand soundtrack that’s appealing and legal.

How do I choose music to fit my brand?

A playlist is part of your brand identity, just like fonts, colors and logos. When a customer walks into your store or venue, they should know immediately what to expect and whether they're in the right place.

Consider your brand values and unique selling point. The music you choose should match these. The best fit is when your brand values are reflected in how the music feels. For example, mainstream songs with a warm and happy sound work well with an inclusive brand, while playing dreamy, lesser-known indie tracks would create more exclusivity to the brand identity.

When building your brand identity, you may also have created customer personas. Consider what your target audience might enjoy listening to and how to make them feel they belong. The right music choice helps show your customers you understand them and their tastes, and it's likely to keep them coming back.

For some real-world examples of how music has brought brands to life, check out how Soundtrack has worked with the following names:

• Uniqlo

• McDonald's

• IKEA

How do I use music to create the right atmosphere in my business?

The atmosphere in your business ties in closely with your brand identity – how do you want people to feel when they walk through your door?

Ask yourself questions about what experience you want your music to create. Should a customer feel calm and peaceful? Animated? Playful? Challenged, even?

Once you have an idea of the tone you want to set, start narrowing down appropriate music genres. For example, acoustic music generally creates a comforting atmosphere, while pop or indie provides more energy. Meanwhile, electronic music can create a more modern feel.

Remember to consider your staff's needs as well as your customers'. After all, they're the ones who'll be listening all day. Keep your tracks on-brand, but include some variety. During shifts that are several hours long, a repetitive playlist can grate on the nerves.

Business streaming platforms like Soundtrack can make it easier for your business to source music – they allow you to search by genre, mood, or year produced. You can also customize one of their ready-made playlists so it fits your brand.

Should I have playlists for different occasions, moods and times of day?

As well as a core sound for your brand, it's worth adapting your playlist for different occasions and moods. For example, you may want to play more upbeat music in the morning to energize your staff and customers. When winding down at the end of the day, calmer music may be more suitable.

To make transitions simple, services like Soundtrack allow you to schedule your playlists around your opening hours. The music changes automatically, and you can manage it remotely in the app.

Don't forget to adapt your playlists for special occasions, such as Christmas and Halloween. In many countries, customers expect to hear festive music from December onwards, but bear in mind that playing it too early can be jarring!

When planning a Christmas playlist, try mixing in a few of your brand favorites with seasonal songs. This helps to avoid Christmas music fatigue. Also, make sure to read our study of what retail workers really think about Christmas music to find out how staff feel after several hours of exposure to festive tunes.

How long should my playlist be?

There are several questions you should ask yourself when considering the length of your playlist. These may include:

• How long do people stay in your business? For example, if your customers will be dining for an hour or more, it's best if your playlist is long enough to cover this. There's nothing to make you feel like you've been sitting there too long than hearing a song and thinking, "We've heard this before!"

• How long are your staff's shifts? Don't torture them by playing the same songs five times in one day on a short loop.

• How many playlists do you have? If you want to play more than one in one day, they can be slightly shorter.

• What are your operating hours? A café that’s open all day needs a longer playlist than a restaurant that only runs a dinner service for a few hours in the evening.

Furthermore, while a longer playlist keeps things fresh and interesting, you don't have to avoid repeating music altogether. Hearing the same songs again every so often can reinforce your brand identity and create familiarity for visitors.

How often should I change my playlist?

A good rule of thumb is to change your playlist every few weeks, just as you would a window display. Updating your music keeps the atmosphere fresh and gives your staff a reprieve from hearing the same songs on repeat. The seasons make a great cue to switch things up.

When changing your playlist, keep your brand's core sound in mind. Your tracks and genres should continue to reflect your business's identity, and repeat customers should feel they're returning to a familiar place. Keep it simple, but fresh.

Should different types of businesses think differently about music?

Different types of businesses are likely to play different music. It's unlikely, though not impossible, that you'll hear the same music at a hipster bakery as at a spa.

An important question to ask about your music is, "What will customers and staff be doing in my space?" If they'll be moving around or exercising, your music should be more upbeat than if they're sitting down and relaxing.

Consider the following examples for different types of business:

• Cafés and coffee shops: you may want to play acoustic or indie music to create a casual, friendly atmosphere where people can talk, work and read.

• Restaurants: play something unobtrusive, such as soft jazz or gentle pop, to allow conversation and relaxed dining.

• Retail stores: match your music to your product. Upbeat tracks keep people moving and browsing, while something slower provides for more thinking time.

• Gyms: in common areas, energizing music will keep visitors alert and motivated. A steady beat can also help them time reps.

• Spas and salons: depending on the services you offer, you may want to play something calming such as chillout or soft pop.

Whatever your business, a good playlist should mirror who your customers are, what they'll be doing in your venue and the mood you want to create.

How could music affect my business revenue?

A good soundtrack can increase your business revenue. That's because a customer who's in the right mood is likely to stick around for longer, spend more money, and come back again.

That may sound like a big claim, but music affects spending in measurable ways. Studies have found that slow music is particularly effective in restaurants, where customers stay longer and spend more on food and drink. You can read more about the science of music and restaurant sales in our dedicated article.

What kind of sound system and speaker placement should I use in my business?

A good sound system and speaker placement are just as important as the music your business plays. Your customers should be able to hear and notice the music without it overwhelming or distracting them.

Speaker placement is crucial; it's usually more effective to have a few well-placed speakers playing music quietly than to have a single loud one. If you spread them evenly across your premises, people can hear your soundtrack wherever they are, and it's not overpowering in one area and inaudible in another.

Keep it practical, too. If your staff interact with customers at, say, a counter, keep the volume low enough that they can hear each other. Your staff should also be able to access the controls easily to adjust the volume when necessary and stop the music at the end of the day.

What kind of license do I need to play music in my business?

If you plan to play copyrighted music in your business, you'll most likely need a public performance license. The licensing requirements vary country to country, but without it, you can risk hefty fines and lawsuits.

Furthermore, while there's decent royalty-free music out there, licenses give you access to mainstream music and familiar hits. You'll have far more choice and therefore be more likely to find tracks that fit your brand.

Is it worth getting a streaming subscription for my business?

It may be worth subscribing to a business streaming service such as Soundtrack – if these questions about music have you wondering where to start, this platform can simplify the process.

Soundtrack offers more than 100 million songs. With a subscription, you can find tracks, build playlists and manage them in one place. It also helps to ensure the music you're playing is legal, as it covers many of the necessary licensing requirements. However, if you're outside the US and Canada, you'll need to source your own public performance license.

Background music is more than entertainment; it's about creating an on-brand atmosphere that speaks to your customers. With the right strategy, equipment, and services, your playlist can make your business feel memorable, unique, and, most importantly, like somewhere people want to be.