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Make your business sing with the right music 


Imagine the customer experience – in a store, a restaurant, a gym – without music. No toe tapping while picking up groceries, no bass pumping at the beginning of a workout class, no live band at the bar.

We all love music in our everyday lives, but did you know it’s also proven to positively impact how a customer feels about their environment? According to research, the majority of Canadians say they enjoy their shopping experience more when they hear music. Music is an emotionally rooted medium that draws on nostalgia and emotion to create connections with customers quickly.

And when it’s not there, we notice.

But not all music is created equal. You can’t just throw any old tune on and expect the magic to happen. Matching your business to the music you play is essential for success, providing customers with a positive experience while also giving business owners the opportunity to show that they understand them.

You already know that it is crucial to ensure all aspects of your business are working just as hard as you are, and making the most out of the music you’re playing – including purchasing the licenses required to play music legally – is crucial to delivering an experience your customers will rave about.

Studies show again and again that companies that use music well reap rewards, see increased foot traffic, and experience higher sales. Restaurants benefit from the more than 70% of Canadians who say hearing music in a restaurant makes them more likely to enjoy their meal, and more than half of Canadians say they are likely to enjoy their grocery shopping experience more when they hear music.

So how do you ensure that the music you’re using makes sense? Here are four easy tips:

  1. Play music that aligns with your brand and the expectations of your customers. If you’re a hip clothing store for teens, classical music likely isn’t a fit. If the music is too loud for people to engage in conversation, you probably shouldn’t use it in an intimate restaurant. Does your playlist consider the age and demographics of your customers? Would songs or instrumentals be the better choice? Ask yourself all these questions before you hit the play button.


  1. Consider what’s happening outside your business. Is there a seasonal event that’s affiliated with music? Is there a festival or major sports event happening in your city that’s worth tapping into? Christmas, Halloween, playoff season and cultural festivals connect emotionally with customers too, so when it’s a fit, piggyback on them.


  1. Ask your staff their opinion and be open to their feedback. Your staff is on the front lines of customer interaction and may be receiving feedback without even realizing it. Ask your staff what they’d like to hear or what they think would fit based on their observations.


  1. Get licensed. When building your business plan, be sure to account for proper music licenses so that you can use the music you need to build the brand you want. Businesses are required to obtain two separate music licenses, one from RE:SOUND and one from SOCAN, but now you can obtain both through Endandem. Entandem is all about working together to simplify licensing payments for businesses that use music while delivering more to music rights holders to ensure that music creators are legally, fairly and ethically compensated for their copyright work. After all, music creators deserve to be compensated for their work, just like you.


Building a business and a brand isn’t easy, but using right type of music with your customers could get you to the next level. The talented artists who made the music deserve to share in your success so that, along with you, they can continue to grow. Entandem is a partner with businesses that use music – and together, we can raise the value of music even higher.

For further information about Entandem, visit

Amadou Tall is Director of Entandem, a new company jointly owned by RE:SOUND and SOCAN that ensures that music creators and publishers are compensated for the use of their music in public through simplified licensing. Music license payments are returned to music creators and publishers in the form of royalties, ensuring that more music can be created.


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