How Background Music Works — and Why It Matters More Than You Think

Background music does more than fill silence — it shapes atmosphere, influences customer behavior, and defines your brand’s emotional connection. While most people don’t consciously notice it, the right background music creates a powerful, lasting impression. From restaurants to retail, hotels to healthcare, businesses that treat sound as part of their brand experience see stronger engagement, happier customers, and higher returns.

In a recent episode of the Surroundscapes podcast, Custom Channels President David Rahn joined Graeme Harrison, VP and GM of Bluesound Professional, to discuss how music impacts business environments and why it’s becoming an essential brand strategy in 2025.

Listen to the full conversation here: Using Music to Create Memorable Experiences in Commercial Spaces.

Streaming Is the Future of Music Delivery

As Rahn explains in the podcast, streaming is now the gold standard for professional music delivery. It’s reliable, flexible, and scalable — ideal for modern businesses that want high-quality sound without technical headaches.

Unlike older models such as satellite or hard-drive systems, streaming offers fewer points of failure and greater adaptability. Satellite signals can’t always reach indoor spaces like shopping centers, and hard drives require expensive hardware maintenance. Internet streaming allows continuous updates, instant changes, and effortless control — with reliability that outperforms legacy systems.

Unlimited Access for Music-Conscious Brands

One of the biggest advantages of professional streaming is the virtually unlimited music library it provides. For “music-conscious brands” — companies that understand how sound defines their image — that freedom is crucial.

Music-conscious brands view sound as part of their customer experience. It’s not background noise; it’s brand expression. Custom Channels helps these brands sound like themselves — not like a generic playlist or a random shuffle. Whether you’re a national restaurant group, a boutique retailer, or a healthcare provider, your music should communicate your tone, values, and style as clearly as your logo does.

We call it music-for-business strategy — the intentional use of music to reinforce brand identity and create emotional connections that keep customers coming back.

Investing in Music Delivers a High ROI

Many businesses underestimate how much impact music has on the bottom line. As Rahn notes, music can make as much difference as décor, signage, or lighting. And unlike major remodels, music can be updated instantly to reflect seasons, moods, or brand campaigns.

Music sets the tone for customer experience and staff morale. A welcoming, well-curated soundtrack makes guests feel more relaxed and connected. It encourages longer visits, higher spending, and stronger brand affinity. And it’s one of the most affordable investments a business can make in atmosphere and experience.

Music Is Key to the Customer Experience

In a world where consumers crave in-person experiences, sound is one of the few sensory tools that businesses fully control. Great music transforms how people feel in your space — and gives them a reason to return.

As Rahn puts it, “The key to getting people back in is creating experiences that engage multiple senses. And when touch, taste, or smell aren’t part of your business, sight and sound become everything.” That’s why brands across industries are focusing more on their auditory environments — creating signature soundtracks that customers recognize and remember.

Turn It Up (and Down) at the Right Time

Another often-overlooked detail: volume management. Just as lighting changes throughout the day, your audio should adapt to shifts in energy, crowd size, and mood. Morning coffee rush? Brighter, more upbeat tunes. Dinner service? Softer, slower songs at a comfortable level. The right volume makes music feel like part of the space rather than an intrusion.

With ReMix and Ethos from Custom Channels, you can schedule different mixes and volume levels automatically — or adjust them instantly from your dashboard, ensuring your music always fits the moment.

About Bluesound Professional and Surroundscapes

Bluesound Professional is an audiophile-grade multiroom sound system designed for commercial spaces. Its Surroundscapes podcast explores how audio-visual design, sound architecture, and technology shape customer experiences around the world. Past guests include Julian Treasure, Nick Larkins, Rob Anders, Matteo Luppi, and James Patten.

Sound Like Your Brand

Whether you operate a hotel, retail chain, or office space, background music is a key part of how customers feel about your brand. The right playlist tells your story, sets your energy, and keeps your guests and employees engaged. That’s what we do best.

Learn how Custom Channels can help you create a music-for-business solution that sounds just right for your brand. Visit our solutions page or contact us today for a free consultation.