Music is one of the most powerful tools in a retail environment.
It sets the mood the moment customers walk in. It influences how long they stay, how they move through the space, and how they feel about your brand. When it works, music quietly supports the entire in-store experience.
But when it’s handled casually, music can also create real risk.
Many retail stores still rely on personal streaming apps to play music in their locations. Someone opens the store, connects a phone or tablet, and hits play. It feels fast, easy, and harmless.
The problem is that personal streaming apps are not licensed for in-store use, and using them can expose retailers to compliance issues, brand inconsistency, and unnecessary distraction.
This guide explains what a music license for a retail store actually covers, why personal apps create risk, and how licensed, brand-curated playlists offer a safer and more effective solution for retail brands.
This applies to retailers of all sizes, especially:
- Apparel and specialty retail
- Multi-location brands
- Franchise operators
- Flagship stores and mall locations
TLDR: Retail music licensing and personal app risks
- Personal streaming apps are licensed for private listening, not retail use
- Music played where customers or staff can hear it is usually a public performance
- A retail music license covers commercial playback, not personal subscriptions
- Employee-controlled playlists create both compliance and brand risk
- Licensed, brand-curved playlists reduce risk and improve consistency
- The best solutions combine licensing, control, and operational simplicity
Why personal streaming apps are risky in a retail store
One of the most common misconceptions in retail is that a paid personal subscription makes music safe to use in a store.
It doesn’t.
Spotify, Apple Music, YouTube Music, and similar platforms are licensed for private, personal listening. When that same music is played in a retail space, it becomes part of a commercial environment and is treated very differently under copyright law.
Public playback is treated differently than private listening
When you broadcast music in stores, whether through speakers, TVs, or internet radio used in stores, it is generally considered public performance.
Public performance requires permission from the copyright owners and publishers who control those musical works. Personal streaming services do not provide that permission.
What we see in real life
In practice, retailer reactions are almost always the same.
“Everyone does this.”
“We’ve never had an issue.”
Taking small risks because others do it is common in retail. But as businesses grow, they quickly find out that music licensing is real and should not be avoided.
Once a business owner has to go down the licensing rabbit hole, they usually make sure to warn their other business-owner friends.
The risks go beyond compliance
Using personal streaming services in retail settings can lead to:
- Complaints or outreach from rights organizations
- Requests for proof of licensing
- Policy violations from streaming platforms
- License fees for public playback
- Brand damage from inconsistent or inappropriate music
Staff often choose personal apps because they want speed and simplicity. But shortcuts at the store level can quietly expose the business to copyright infringement risks for retailers.
What a music license for a retail store actually covers
A music license for a retail store gives a business legal permission to play copyrighted music in a commercial environment.
If music can be heard by customers or staff, it is typically considered a public performance.
What counts as public performance in retail
Public performance usually includes:
- Background music played through speakers
- Sound recordings used in stores
- Music audible at checkout, fitting rooms, or sales floors
- Music played during store hours or events
- Digital performance of musical works in-store
Under copyright law implications for retailers, permission is required to use music commercially. That permission does not come with personal subscriptions.
Why coverage depends on your setup
Licensing requirements vary based on:
- How music is delivered
- The role music plays in the business environment
- Square footage-based licensing factors
- The number of locations
- Whether music is continuous, scheduled, or event-based
Because of this, retailers should always be able to show proof of coverage if asked. Clear documentation is part of staying compliant.
For a deeper background, see our guide on licensing law for music business.
Common licensing paths and why DIY gets complicated fast
Many retailers first encounter music licensing through performing rights organizations (PROs). These organizations manage public performance rights on behalf of copyright owners and publishers.
When a retailer reaches out directly to a PRO, the process usually starts with a detailed review of how music is used in the business.
Why requirements vary
Licensing obligations can differ based on several real-world factors, including:
- Business type (apparel retail, specialty shop, big-box, etc.)
- Number of locations
- Square footage of the space
- How many people can hear the music
- How music is used (background playlists, live performances, TV audio, events)
- Whether music is recorded, streamed, or performed live
Two similar stores can end up with different licensing requirements simply because one is larger, busier, or uses music more prominently in the customer experience.
This is why there is no single “standard” license that fits every retail store.
Why DIY licensing becomes difficult
When retailers try to handle licensing directly, complexity adds up quickly. DIY licensing often involves:
- Working with multiple PROs, each with their own agreements
- Submitting detailed business information, like square footage and usage
- Managing renewals and rate changes over time
- Tracking license agreement documentation across locations
- Accounting for additional licensing requirements as stores grow or change
For multi-location retail brands, performance rights organizations’ coverage becomes increasingly difficult to manage. Keeping licenses aligned, documentation consistent, and renewals on track across a growing footprint takes time and attention most retail teams don’t have.
This is where many retailers realize that DIY licensing is far more time-consuming and error-prone than expected.
Personal streaming creates brand risk as well as compliance risk
Compliance is only part of the issue. Brand risk is just as important. When employees control playlists, brand consistency disappears.
How employee-controlled music breaks the experience
Retailers often see:
- Inconsistent genres from store to store
- Explicit content during family shopping hours
- Genre drift that conflicts with brand positioning
- Ads or political content interrupting the experience
- Volume swings and connection drops
Music directly affects customer experience through music. It shapes mood, pace, and perception. When music feels random, the brand feels unfocused.
Retailers spend months designing their visual identity. Music deserves the same level of intention.
A quick self-check
Ask yourself:
- Can employees plug in personal devices?
- Is there centralized control over playlists?
- Can you easily show licensing documentation?
If any answer is no, the store is exposed to unnecessary risk.
The safer option: licensed brand curated playlists built for retail
Licensed, brand-curved playlists are designed specifically for retail environments.
They combine music licensing, playback, and brand control into one system built for public use.
What licensed retail solutions handle
A licensed background music provider manages:
- Public performance licensing
- Rights management and documentation
- Reliable playback
- Proof of coverage
Retailers don’t have to guess whether they are compliant.
Music that fits the brand
Brand curated playlists are built to:
- Match brand identity and tone
- Align with audience expectations
- Adjust by daypart and traffic flow
- Support promotions and seasonal campaigns
Controls allow retailers to manage explicit content, pacing, and energy without sacrificing flexibility.
Built for multi-location retail
Music scheduling across multiple locations becomes simple. Every store sounds like the same brand, while still allowing local nuance where appropriate.
The result is fully licensed background music that supports the brand instead of creating risk.
How to choose a compliant retail music solution
Not all music solutions are built for retail.
What retailers should confirm
Before choosing a provider, confirm:
- Which rights are covered
- What documentation is provided
- How proof of licensing is handled
Clear answers here prevent future issues.
Operational features that matter
Look for:
- Centralized control across locations
- Easy updates and scheduling
- Reporting and visibility
- Reliable playback
Store teams should not be managing playlists.
Cost expectations
Most retailers assume licensing will be expensive. In reality, the right solution is usually far more affordable than the risk of getting it wrong.
For many stores, licensed music works out to roughly a dollar a day. Less than what many retailers spend on toilet paper.
For more guidance, visit our music licensing resources.
Music license for retail store FAQs
Can I use Spotify in my retail store?
No. Personal Spotify accounts are licensed for private listening only and are not approved for retail use.
Do multi-location retail brands need separate licenses?
Coverage depends on how music is managed. Centralized solutions simplify licensing across locations.
What proof of licensing should a retailer keep?
Retailers should keep contracts, invoices, and confirmations from their licensed music provider.
Is music played quietly still considered a public performance?
Yes. Volume does not change whether the music is a public performance.
What is the simplest compliant option for retail?
Using a licensed music provider built for retail is usually the most cost-effective music solution for retail businesses.
Get compliant music that strengthens your brand
Personal streaming apps introduce unnecessary risk into retail stores. They create compliance issues, brand inconsistency, and avoidable distractions.
Licensed, brand-curved playlists protect retailers while improving the in-store experience. They give brands control, consistency, and peace of mind.
If you want to play music legally in retail, reduce personal app risk, and strengthen your brand experience, it’s time to use a solution designed for retail.
Contact Custom Channels to set up compliant, brand-curved playlists for your retail stores and turn music into a brand asset instead of a liability.
Written by Josh Torrison, Head of Marketing, Custom Channels
Reviewed by Mark Willett, Head of Partnerships, Custom Channels
Josh Torrison has spent nearly a decade at Custom Channels helping national brands manage music compliance, curate on-brand sound, and resolve licensing questions across retail, hospitality, and restaurant environments.
