Background Music for your Venue

At a certain point in the evening it is customary for bar and pub proprietors to turn the lights down and turn the music up. It is a commonly-held industry belief that changing the lighting and sound creates a better atmosphere for drinking.

Research conducted by an independent research company across a number of industries, from retail to leisure, estimates that more than a third of customers would be willing to pay 5% more for products and services from businesses that play music. Recent research conducted by pub-data specialists CGA found that pubs that provide music take on average 44% more money than pubs without music rising to 60% more at the weekend.

Numerous studies have shown that background music if used responsibly not only can increase sales but can be used to influence behaviour. Of course it is essential to ensure that the type of background music selected is appropriate for the clientele.

Commercial background music has evolved from stereotypical “elevator” music into customized music packages. Today, it’s usually the original recordings and not those bland – yet sometimes hilarious - orchestral versions of pop songs.

Commercial foreground and background music, video and other media are attractive to venues for a variety of reasons. These days the management of your music system and the coordination of its install can all be taken care of by the content provider. All good music suppliers will help you through this process and offer you ongoing support. With uninterrupted music by the original artists now available through these suppliers, the venue will no longer have to buy and manage CDs or iPods (a feat that is time consuming and more difficult than it seems). Song information is onscreen, and both audio and video entertainment can be provided. Music-licensing fees are normally paid from venue to PPCA but some market-leading suppliers are now offering services to collect the fees and distribute them directly back to record companies. This reduces costs and takes the time and hassle out of PPCA registration for venues.

A recent survey concluded that 91% of respondents said they liked a bar with some background music. Over three-quarters of drinkers said that background music would encourage them to go there more often, and 82% of drinkers said they would buy another drink if music people enjoyed was being played. This highlights the link between music and profits, which is good news for pub / bar owners seeking ways to improve their revenue. The results also show that by simply playing good background music, a bar can improve its image as well as its atmosphere.

People surveyed who like to hear bar and pub background music gave the following reasons:
82% say they tend to be more sociable when background music they like is being played.
91% say a pub/bar that plays good background music puts them in a good mood.
94% say background music is either a very important or important factor in giving bars a great atmosphere.

Playing background music in a pub or bar can also impact customer behaviour. Among those that like to hear music in pubs or bars:
66% say if their regular pub/bar stopped playing background music they would probably go to a different venue.
82% say they tend to stay there for longer.
84% say it would encourage them to go there more often.

Almost 1 in 2 drinkers will pay 5% more where background music is being played. Over three-quarters of drinkers said that pub and bar background music would encourage them to go there more often.

The advantages of using music in business extends to staff motivation as well as buying behaviour. Research brought to light the impact that background music can have on staff with 66% of employees surveyed believed that background music made them feel better and more motivated at work, with over a quarter stating that they would be less likely to ‘take a sickie’ if music was played at work.

Providers

So what should you look for in a music provider? It’s not just about the style of music you want but thinking about an entire solution for your venue. Audio, visuals, multi-zoning, digital advertising and music management are all common needs for venues. The bigger players will be able to offer all of these, complimented by a range of products (eg. jukebox, DJ product, foreground and background music). Being able to leave all of these elements in the hands of one company is very attractive for venues.

You also need to consider your audio/visual infrastructure. Generally, an independent AV contractor affiliates with a commercial music provider. They will work together to ensure you have a complete solution for your audio and screens and that the infrastructure supports your vision.

Some other impo rtant things to remember when choosing a music provider:

Service – Your system can have a complex integration into your AV and therefore, it is critical that you have back up support from your music provider. These companies will work with you and your AV supplier to ensure you have music at all times.

Music Content – It’s important to research the quality and quantity of content your potential supplier can provide, and how often it is updated on your system. Remember, it's not just about sourcing the songs, it is also integral that your music is managed and sorted into appropriate playlists, almost like a remote DJ. Some music providers will automatically provide this service to you on a regular basis.

Contracts - As with any business to business dealings; read the fine print and avoid locking into long term deals. This space changes regularly and ideally you should be able to explore your options when needed.

If you take into consideration all of the factors above, then your entertainment should be as simple as switching on your lights when you arrive at the venue.

Nightlife Music + Video www.nightlife.com.au Ph: 1800 679 748

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