In-store music does far more than fill quiet moments, it actively shapes customer perceptions, browsing times, and purchasing decisions. Karen Holmes, Director of OneMusic Australia, shared some of the insights from their recent report on commercial music strategy. From avoiding generic "elevator" music to supporting local Australian artists and maintaining appropriate volume levels,
Karen Holmes explains how businesses can turn background audio into a competitive advantage.
Why do so many small businesses still treat in-store audio as an afterthought rather than a core revenue driver?
The challenge is that music's impact is often invisible. Many business owners understand the importance of visual merchandising, fit-out design and customer service. Business owners can easily see a new display or menu board, but they don't always realise the soundtrack is shaping customer perceptions every minute of the day. Music has traditionally been viewed as background noise rather than a strategic business asset. The research suggests that's a missed opportunity. Around 40% of Australian shoppers have left a venue because of the music, while around 50% have stayed longer when it felt right. That tells us music directly influences customer behaviour, dwell time and spending.
It’s essentially a mood lifter. It can make waiting times seem a lot less, and calm people in stressful or anxious environments, as well as energise them to make a place more fun and inviting. As competition for foot traffic increases, we're seeing more businesses recognise that music is one of the most affordable and effective ways to improve the customer experience and differentiate their brand.
How does replacing stock audio with authentic commercial music improve brand perception and customer trust?
Consumers, particularly younger consumers, are much more music-savvy than businesses often realise. The research found that up to 75% of Gen Z shoppers can instantly recognise generic or "elevator" music and often associate it with brands that feel cheap or inauthentic. Authentic, commercially released music sends a very different signal. It shows a business has invested in creating a genuine experience, rather than settling for something generic–an afterthought. People also love to hear music they recognise, so the elevator music, especially in retail and hospitality isn’t going to cut it.
Music is part of a brand's personality. When the soundtrack feels considered and authentic, customers are more likely to view the business as professional, trustworthy and aligned with its brand identity. Our research found that 43% of Australians say the right music actively improves their impression of a business.
What commercial advantages come from featuring independent Australian artists?
Playing Australian music can help businesses stand out in a market where many playlists sound the same. Independent Australian artists often provide a unique sound and strong local connection that can make a venue feel more distinctive and memorable. It shows that you care, and that you’re proud of what Australia has to offer in creative industries – and there is a lot of it to enjoy in every genre.
There's also a growing consumer appetite for authenticity and local stories. Featuring Australian artists can help businesses create a stronger connection with local communities while showcasing music customers may not hear elsewhere.
In sectors where brand identity matters, that point of difference can strengthen customer loyalty and help create a more memorable in-store experience. OneMusic’s study demonstrates that customers respond positively when music feels authentic and aligned with the environment.
How can curated Aussie music playlists help business owners?
The good news is that business owners don't need to be music experts to create a quality soundtrack. Curated playlists such as AMRAP's Sounds Australia or Local Sounds New OZ Music playlists (which are updated often) are options for busy business owners who don’t have time to create their own playlists. They offer a fresh variety of home grown artists that won’t get boring. Another option is to engage with a Background Music Supplier. It's an easy way for retailers, restaurants, and fitness businesses to add authenticity to their soundscape tailored to specific industries without creating playlists from scratch. The research shows quality and authenticity matter, particularly to younger consumers who are highly sensitive to generic music choices.
AMRAP Sounds Australia Playlist
https://lnkfi.re/soundsaustralia
Local Sounds New OZ Music Playlist
https://open.spotify.com/playlist/2m3aASunxBB2mnyNMWJAQx
How can different genres be aligned with different business sectors?
The best music strategy starts with understanding your brand and your customers. For example, contemporary Australian country may resonate strongly with regional retailers, agricultural businesses or community-focused venues. Indie and alternative music can work well for boutique retailers, lifestyle brands and creative spaces. Hospitality venues often benefit from tailoring music not only to their demographic but also to different times of day, moving from relaxed daytime playlists to more energetic evening soundtracks.
The goal isn't to choose what's personally popular, but what best supports the atmosphere and experience you want customers to associate with your business. A fine dining establishment might be a good match for jazz, and an urban playlist for a streetwear retailer, for example. If the 90s is back in fashion at the mall, play 90s music!
What volume guidelines should businesses follow?
OneMusic’s study suggests volume is often the first thing people notice about music in a venue. If it's too loud, it can become distracting. If it's too quiet, the atmosphere can feel flat or unfinished. https://assets.onemusic.com.au/images/PDFs/Research-and-Infographs/onemusic_reportAU_COVER1_07082026.pdf
As a general rule, music should complement conversation rather than compete with it. Staff should be able to communicate comfortably with customers, and customers should never need to raise their voices significantly to be heard. It's also worth checking volume levels throughout different parts of the venue, as acoustics can vary considerably across a space. Good music selection matters-but delivering it at an appropriate volume is just as important to creating a positive customer experience.
How do licensing fees support local Australian music artists?
When businesses obtain a OneMusic licence, the licence fees help ensure that songwriters, composers, music publishers, recording artists and record labels are fairly compensated when their music is used in commercial settings. https://onemusic.com.au/about
Music adds value to businesses by helping create atmosphere, improve customer experiences and strengthen brand identity. Licensing recognises that value and helps support the people who create the music being enjoyed. It's a practical way businesses can play professionally released music while contributing to a sustainable music ecosystem for Australian and international creators alike.
What are three practical steps businesses can take today?
1. Listen like a customer - Walk through your business and assess the music from a customer's perspective. Does it reflect your brand? Does it feel welcoming? Is the volume appropriate?
2. Review your playlist strategy - Consider whether your music aligns with your audience and the experience you're trying to create. If necessary, explore curated playlists that are better suited to your business.
3. Check your licensing arrangements - If you're using music in a commercial environment, ensure you have the appropriate permission in place so the creators behind the music are recognised and compensated.
Find out more about OneMusic licensing for your industry.
https://onemusic.com.au/licences/retail-and-service-providers?utm_source=newsletter&utm_medium=email&utm_campaign=agha_partner_month_news
How can businesses find out more about licensing?
Businesses can learn more about licensing requirements, explore industry-specific guidance and obtain a licence by visiting the OneMusic website. https://onemusic.com.au/
Read the full One Music Report here https://assets.onemusic.com.au/images/PDFs/Research-and-Infographs/onemusic_reportAU_COVER1_07082026.pdf
The website includes information tailored to different sectors, including retail, hospitality, fitness, health and beauty, dance, and many more. Businesses can also take the Sound Score quiz to better understand how effectively they're using music and identify opportunities to improve the customer experience. https://onemusic.com.au/sound-score
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