Veneering the world with music is wrong, for two reasons.
Imogen Heap is a great example. Her huge Twitter following have been with her blow by blow during the creation of the tracks on her new album, as she tweets her progress in real time, night by night. Now, as each track is released, this ready-made market of hundreds of thousands of fans can and do choose between buying the basic track from a few pence (prices vary for different quality options based on how much compression you want to accept) or the deluxe package, which includes a video, a 'making of' video or voice commentary, and possibly an app as well. There's a web site offering still further levels of engagement – for example an online mixer where aspiring remix gurus can save their own interpretations and enter them in a competition.
Thomas Dolby shows another, equally inventive, approach. His new album A Map Of The Floating City is symbiotically linked with an online role-playing game called the Floating City, where prizes (including music tracks) get unlocked as his army of committed fans (many of them members of his online community the Flat Earth Society) play the game, trading with and meeting each other along the way. The bulletin boards of the FES are highly active, so Dolby needs little in the way of external marketing for tours, appearances and music releases.
Björk's Biophilia project explores still more ways to add layers of richness and value to music. Each track on the album is transformed into a separate app for iPad and iPhone, with the full set of 10 heavily discounted. The apps themselves combine stunning visuals with game interaction, score visualisations and even an introduction by David Attenborough. Music becomes just one element of a rich, engaging experience that engages touch, sight and sound in an exploration of nature, music and technology.
- Production – modern software makes it possible to record, produce and master great-sounding music without needing months in expensive recording studios, so no massive advance is required these days.
- Marketing – with effective use of social media, the fans will have a direct relationship with the artist so little or no advertising is needed to reach them; smart viral and guerrilla messaging can ensure that many more get to hear about releases, and if the music is worth its salt, word of mouth and peer review on sites like Amazon will do the rest. The bigger artists will employ their own specialist agencies to handle this, along with their web presences, especially Facebook.
- Packaging – artists are directly employing freelance designers, photographers and art directors to produce the look and feel they want, without input from record company management.
- Manufacturing – digital music makes producing a physical product a minority activity; where CD, USB or vinyl is still needed, there are plenty of eager manufacturers who will handle the whole process, saving the artist massive sums if they are paid directly.
- Distribution – the main transformative factor in this whole new world is that buyers come to the artist and buy digitally. There is no distribution cost for artists like Imogen Heap. If artists choose to use other channels (iTunes, Spotify, Amazon) then the cost of distribution is deducted at sale and there is still a positive cash flow.
The band/brand space is particularly significant in this new world. I predict that consumer brands are going to be the new patrons of music. Centuries ago, the aristocracy and the church sponsored music for their own reasons. In just the same way, household name brands will commission, sponsor and have rights to music in the future. We have already seen tour sponsorship and commissioning of tracks for TV commercials; this is just the beginning.
So background music is not the future of music. In fact it's quite the opposite: by relegating music to the status of wallpaper it devalues the art and undermines our sacred relationship with something that is an essential part of being human. (There is no human culture without music, and there never has been.) Let's not desensitise ourselves to the point where we lose our love for it.
2: This is pollution, not decoration
This latest survey mirrors an NOP poll sponsored in 1998 by the UK's RNID (now renamed Action on Hearing Loss), which found that roughly one third of people liked public background music, one third didn't care and one third hated it. Upsetting one third of your customers is a serious decision to take. The research that purports to show that we all love music everywhere is usually sponsored by the record companies or the licensing agencies, who have an obvious agenda, and much of it is methodologically unsound. In my experience, asking people what they think of music in a shop (or even worse, whether they like it) is useless. The people who hate music won't be in there – they will have gone somewhere else, so the sample is self-selecting and biassed to start with. Then there's the fact that most people are unconscious of most background music until asked one of these questions, at which moment they start to listen consciously and crystallise an opinion instantly, based on the track currently playing. Much more interesting than what people say is what they do. Do they leave the store sooner, or stay longer? Do they feel more or less stressed in the aural environment? Do they spend more or less money? Do they feel more or less affinity with the brand or the place? These questions can only be answered by testing different sound conditions and measuring these quantities or feelings without mentioning the sound at all. One survey I know of found three in five people turning around at the door of a shop with loud music and not entering at all. Researching those inside the shop would never have revealed this kind of damage.
I suspect that the NOP survey is a fair picture of the real situation. And it shouldn't surprise us, for four reasons.
First, there is a basic conflict of interest at work. Almost all music is made to be listened to, not ignored. Intention is important with sound, so when this music is used as aural wallpaper there is a battle between the music's intention (to be listened to) and the intention of most of the people being exposed to it (shopping, talking, thinking and so on). Music is a very dense sound: it calls our attention to it, so it hinders cognition. We all know the feeling of rising stress when we try to think or talk with loud music playing. Music is simply not fit for purpose as background sound – with the sole exception of ambient music, in its original conception by Brian Eno as music that's specifically designed not to be listened to. The visual equivalent of most current background music would be covering every inch of the walls in reproduction art. Nobody does that because it would be distracting, overwhelming and far too rich; white walls are generally preferred because we don't have to pay them any attention. Exactly the same holds true for sound: it's just that we've become so used to suppressing our awareness of noise that we don't notice the craziness of wallpapering all our environments with music.
Second, most retail music is fast-paced pop, which is simply inappropriate for many stores. If you want to speed people up and reduce dwell time, play fast music. I can absolutely understand fast music in McDonald's – but not in Swarovski, Zara or O2 stores. Anyone selling high value or complex goods or services should be in the business of slowing people down and relaxing them, not speeding them up and generating stress hormones.
Finally, and related to the last point, most retail music is anodyne. Music programmers have to avoid the aural equivalent of over-strong flavours, not to mention any hint of sex, politics, violence or vulgarity (though profanity often slips through when urban music is not carefully listened to) – so we tend to end up with wall-to-wall Abba or formula lounge music. Branded spaces should sound, as well as look, unique: you should be able to close your eyes and know where you are. If music is the same from shop to shop, it becomes meaningless to have it there at all. By contrast, strong music choices can be very effective. Abercrombie & Fitch use their loud and tightly-slected music as a filter, and it works very well: they don't want me in there and I don't want me in there either! I dart in to pay for my daughter's choices when she's ready.
Fortunately there are two great alternatives to music in public spaces. Silence can be golden, especially if acoustics are well designed so that the space feels lovely to be in. In the pantheon of precious commodities for the 21st century, peace may well be the new time. Spaces that offer peace and quiet will, I suspect, do very well. Where there is a need for aural wallpaper, then generative sound is an exciting new option. Played live by computer, always evolving, relatively free of associations and most of all designed to be ignored, this is the sonic equivalent of patterned wallpaper. It can incorporate natural sounds like birdsong or water to create ambiances of understated beauty, changing the mood and effect of a space dramatically.
Reclaiming music – and boosting business with sound
1 make it congruent with your brand or the values of the organisation (for example, define and use consistently a brand voice)
2 make it appropriate for the situation (for example public announcements must be intelligible; sound on the telephone must work with very restricted frequency response)
3 make sure it adds some real value (and remember, silence is a sound, and can add great value just by giving people a rest from noise)
4 test and test again, using continual research that measures how people feel and what they do in different soundscapes, without asking them what they think of the sound itself.
When you've got all that right, there's one more challenge. If you're going to create and play well-designed sound, don't fall at the last hurdle and skimp on the quality of your sound system. This is not a thing to be specified by quantity surveyors or IT/technical departments: you need to make sure that someone with good ears and a passion for your brand is involved.