(Bloomberg) – Anyone walking into a Tom Ford store during the rush of holiday shopping won’t be greeted with repetitive pop songs or holiday classics. You may not even notice the music, but it will be there: artists seducing you with a playlist designed to convey sophistication, boldness and elegance, as you peruse velvet blazers with wide lapels and dark cherry-scented candles.
The musical selection is not the mere whim of the vendors that day; it was carefully chosen by a team of experts at Gray V, a global music branding agency that specializes in playlists for retail and hospitality brands. And it was selected with three main objectives in mind: first, to encourage the customer to stay and enjoy the store; second, create an environment that is aligned with the brand identity and emotionally resonates with its audience (in harmony with the textures and aromas found there); and finally, provide seasonal inspiration based on upcoming collections.
We’ve all experienced the power of an effective music playlist. Stores, hotels and gyms actively influence us from the moment we walk through their doors with music that shapes how we interact with their products, services and spaces. But it’s not just what’s played that affects our mood; it’s also how this music is presented. Higher volumes, for example, can accelerate the pace of interactions and customer turnover, while softer, slower-paced music can inspire a more thoughtful approach to products.
Keep it fresh, according to Alec DeRuggiero, music supervisor at Gray V. “It’s critical that we’re introducing them to things they might not know, as well as offering a familiar song or two — whether it’s something discovered on TikTok or a current trend.”
But equally, no one wants to feel old and outdated, and so, by interweaving new sounds that also reference classics, brands are able to attract an audience of different age groups. For the Gray V team, discovery is in the ear of the listener — a younger customer might walk into a James Perse store, for example, and discover Crosby, Stills & Nash, because the band sounds like their beloved Fleet Foxes and Ray LaMontagne.
For Todd Snyder, founder and president of the menswear brand that bears his name, music plays an important role in the narrative of his latest fashion collections. “When creating a new collection, I often imagine where a guy is going, what he’s driving, and what he’s listening to,” says Snyder. “This season, I imagined him listening to Joy Division’s Unknown Pleasures.” In response, stores play a curated mix of upbeat but low-key tracks to create a sense of energy and exploration, balanced with slower, soulful music that invites customers to stop and appreciate the clothes.
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The increase in customer footfall during the busy holiday season highlights the importance of creating an immediate atmosphere for brands. The Times Square Edition hotel in New York is a good example of this musical journey in action. “The playlist at the entrance is intentionally designed to signal a transition — inviting guests to leave the chaos of Times Square behind,” says Joe Lynskey, music supervisor at Gray V. “As you move down the hallway toward the elevators, the music creates a serene and calming atmosphere. The experience changes as you move up to the main lobby, reception and dining areas, where the playlist becomes more vibrant and energetic, reflecting and amplifying the vibrancy of these spaces.”
Does Christmas music really work for luxury brands?
Lynskey says the festive season brings a natural increase in activity for the $1.2 billion music curation industry, as brands look to create the perfect celebratory atmosphere in their spaces, while also thinking about how their sonic identity should evolve in the coming months.
As for Christmas music, brands are torn between playing a few songs to delight people with nostalgia or avoiding it altogether and focusing on their brand identity, especially knowing that customers are saturated with it elsewhere. “We’ve always tried to alleviate this top 20 Christmas song problem for ourselves,” says Phil Quinaz, creative studio head at Gray V. “Ultimately, it’s about cooking for the majority and offering songs that represent the most, but also know which fun diversions might work. An element of discovery is always key — luxury brands love to explore and they also love to be first.”
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Award-winning fashion designer Billy Reid agrees. Their namesake clothing stores take an in-house approach to curating their music and tend to play an eclectic mix of old and new, up-and-coming music and staff favorites. “We added new playlists to keep everything fresh,” says Reid. “It’s more about discovery or playing something that customers may not have heard in a while.” And you won’t be hearing “All I Want for Christmas Is You” in a Billy Reid store anytime soon: “I love Christmas, but I’m not a big fan of Christmas music,” says Reid. “Let others do it.”
“As if honey was running down the walls“
So what does music curation involve for brands that have a very specific target customer in mind or a desire to evoke a particular feeling?
“While there is definitely a bit of magic involved in this process,” says Alec DeRuggiero of Gray V, “we do this by asking a lot of questions, listening to our customers, and knowing when to read between the lines.”
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Customer requests can be varied: some send 20- to 30-page briefs, including everything from the store’s color palette to fabric swatches, in hopes of finding the perfect playlist. Others just send some adjectives asking for “a vibe” or “upbeat, fun music.” These briefs inform the music genre, energy levels and artists chosen to represent the brand. “And sometimes we get crazy requests,” adds DeRuggiero. “I will never forget when a restaurateur told me: I want it to sound like honey is running down the walls.” So, the Gray V team created a rich playlist with this theme, evoking exactly this image — close your eyes while listening and you can visualize the honey dripping.
Another important musical consideration is lyrics, and specifically what is and isn’t appropriate for a brand. , for example, this is extremely important, according to DeRuggiero. “We need to make sure we’re not using lyrics that mention a breakup or heartbreak,” he says.
The physical environment is also considered during the creative process. The newly renovated Tiffany’s at Landmark at 57th Street and Fifth Avenue is an immersive experience with wall-to-wall digital displays. When the store transitions from day to night, it takes customers on that journey — music included. And DeRuggiero says the music they curate for the store’s engagement floor is slow to medium tempo, to encourage people to browse a little more.
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Designing your unique soundtrack
DeRuggiero believes that music, in many ways, is an additional layer of design. “We work closely with Frank Roberts, VP of brand management at Edition Hotels, and as they are opening new locations globally, we are talking about what materials they are using throughout the hotel,” he says. “Is there a lot of glass or marble in a room? How high are the ceilings? Is there an open kitchen in the restaurant space?”
W Hotels use personalized playlists that reflect the unique cityscape around each of their hotels. “It’s not just about background music, it’s about creating an immersive experience that reflects the unique culture and energy of each location,” says LP Giobbi, global music director at W Hotels. And for brands like Todd Snyder, who has spent the last few years expanding in California, the store’s music aligns with that strategy with laid-back, sunny tracks that have an indie or surf rock style.
The association of music with the essence and identity of a place is equally important for restaurants. Dover restaurant in Mayfair, London, puts music at the forefront of its approach to service. Its founder, Martin Kuczmarski, creates the playlists personally, based on his vinyl record collection. The restaurant has a dedicated selection of records to set the tone for each period, from 6pm to 8pm, 8pm to 10pm and 10pm until the early hours of the morning, taking diners on a journey through classic soul, funk and disco — with a preference for artists such as Gap Band, Leo Sayer, George Benson, The Temptations, Roy Ayers, Donna Summer, Mary Jane Girls and Soul II Soul. Kuczmarski is especially careful about the volume of music in the restaurant, which is carefully adjusted to ensure guests can enjoy a drink, have a conversation, but still move in time to the beat.
The style of the music is always the same, he says, as it represents the character of the restaurant. “We want people to hear the track and say, ‘Oh, that’s the song I hear at Dover.’ Like a soundtrack to a famous movie.”
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