A guide to background music

Music is an important tool in creating the atmosphere in your business. The type of music you play and how you play it makes a significant impact, this is shown in a report focusing on music at rugby grounds. A North (2003) - Music in Rugby Grounds

'98.2% of respondents said that the music helped to create a lively atmosphere.’

To use background music to its full potential here are some tips to follow:

• Playing the music to suit your business is important to ensure that you target the right customers and encourage customers to spend. When choosing music don’t let your own preferences come first. Try to find out what your customers like by asking a few questions when they order their drink, provide a more detailed questionnaire to be completed when they are ready to leave. By playing the music they like you are more likely to encourage them to stay longer, make repeat visits and recommend your venue to friends. (Music influences the type of clientele that visits an establishment.)
  
  
• When choosing styles of music for your premises it is advised not to let the views of your employees come first. Although their views are important for staff morale, the final music selection should be made up from those favoured by your customers. If staff are involved with the final music selection policy – make one person responsible as to stop too many conflicting tastes.
  
  
• Try to change the music programme frequently. Do your customers or employees want to listen to the same music over and over? This may lead to a negative perception of your premises by the listener.
  
  
• Professional quality equipment and loudspeakers may be a necessity – customers and staff expect it and many have them at home too. Poor quality reproduction of music can damage the effects the music is intended to provide i.e. mood, perception, and image.
  
  
• Try to diffuse the music widely and evenly. Not having enough speakers may mean you have to play music too loud in some areas to be heard in others. It’s not always the type of music that is being played that puts off customers but the inappropriate tempo, volume or style for the venue in question.
  
  
• Be careful with use of the radio. You cannot be sure the music programming consistently meets your needs in terms of repertoire, and commercial radio could promote your competitors and products not appropriate to your clientele.
  
  
• You don’t need to play music all day, every day. Music can be used to create an atmosphere when it is quiet but can be turned down when things hot up in the evening! The use of music can influence the behaviour of your customers and help with the flow of business in the premises.
  
  
• You may need to get expert help from a professional supplier of background music. Try not to rely on enthusiastic friends or colleagues compiling tapes – it may not seem professional and may infringe copyright.
  
  
• Choose to reinforce your company image. Differentiate your business with your music – be unique. By having a PRS music licence you can use millions of songs.

For more advice from PRS on how to get the most from background music or to simply obtain your PRS Music Licence, contact:

Your Local Music Adviser or call 0800 068 48 28