The Renaissance Era playwright William Congreve once wrote, “musick has charms to sooth a savage breast.” Over time the phrase has morphed into, “music soothes the savage beast.”
The point of the phrase regardless of if the original or the one that’s been changed over time is used, remains the same—Music can impact the mood and demeanor of someone. Think of the UFC fighter that uses Metallica to pump themselves up before a fight or the calm, nature sounds that are used in therapy businesses—music sets the mood.
Taking the concept of mood setting into commercial environments, numerous studies have found that audio can be used in businesses to help business owners create happier, more engaged consumers that ultimately spend more money.
Music Provides Businesses with Key Differentiator
Without getting into today’s economic climate, it is safe to say that consumers are watching their purchases more than ever. In many cases consumer purchasing decisions may hinge on buying discount items online or skipping dinner dates to save a few bucks.
The competition between online sales and traditional brick-and-mortar retail, as well as other factors, including the value of cooking at home, or simply going out for a run compared renewing gym memberships are decisions consumers are making every day.
A study published in February 2025 by RetailNext and co-produced by Brandtrack, cited research from a 2006 study by Garlin and Owen that says tempo has the highest impact on arousal. Moreover, if consumers are familiar with the music that is played in a retail environment, they are more likely to return.
The 2025 study goes on to cite other factors found by Garlen and Owen such as slower, quieter music finds people spending more time in stores, compared to loud, unfamiliar music.
A blog by the commercial audio service SoundMachine states that music playing in restaurants sets the tone for customers’ dining experiences, including how they feel, how long they will stay, and possibly what they will order.
According to the blog, audio is a key sensory element like a restaurant’s lighting and décor.
Getting back to the consumers that want to stay fit through gym memberships and martial arts businesses, a report by Center4Research.org emphasizes that listening to music not only eases the tedious nature of exercising, but it improves stamina to put people in better moods.
The Soundmachine post cites several studies, including a 2006 study that examined the impact of music on treadmill speed. The study found that users that listened to fast-paced music increased their pace and distance traveled.
In a 2011 study, the Center4Research.org post writes, achieving top performance depends on the exercise. In the case of cycling, the ideal tempo for music lies between 125 and 140 beats per minute (bpm), and a 2014 study showed the best tempo for treadmill running is between 123 and 131bpm.
The conclusion of the post is that people that listen to music during exercise can get more from their exercise experiences because music can lead to feelings of pleasure. These feelings can then lead to physical changes in hormone levels.
Setting the Proper Mood
In the Soundmachine post that was cited earlier, the company makes the point that finding the proper value of audio in restaurant environments is an important component is creating business-friendly atmospheres.
The post notes that music that is too loud may force patrons to raise the level of their voices, and it could annoy some guests. Conversely, music that is playing to softly could make a business environment appear to be silent. The tempo of music also plays a role in creating friendly environments.
Soundmachine suggests these tempos for restaurants:
- Tempos above 120bpm for cafes, fast-casual spots and lunch serving periods.
- Tempos ranging from 90 to 110bpm for most casual dining businesses.
- Tempos below 80bpm for fine dining establishments, wine bars, and lounges where a relaxed environment is part of the consumer appeal.
Efficiency Fosters Audio Delivery in Commercial Environments
Not all that long ago, the popular home audio manufacturer Sonos entered the commercial audio market. When Sonos entered the category, it came in with a gameplan. Sonos’ gameplan was to offer dealers a streamlined, easy-to-install platform that complies with the legalities of music licensing for public spaces.
As part of that plan, Sono introduced the Era 100 Pro powered speaker. Sold in pairs, the Era 100 Pro incorporates features such as PoE+ (power over Ethernet), multizone capabilities, Wi-Fi network connectivity, Bluetooth, voice control and touch controls, and the company’s Trueplay equalization.
The PoE+ allows integrators to setup Sonos Pro systems using PoE+ for power to streamline cabling runs aiding speaker placement options. Sonos also supports the Era 100 Pro with its Surface Mount for wall mounting and Junction Box Adapter.
Augmenting the Era 100 Pro is the Sonos Pro dashboard. This tool enables business owners to schedule music; it controls what music is playing in every location, and the dashboard offers the ability for business owners to manage their Sonos systems remotely. The dashboard also allows users to set volume levels; remotely reboot systems, and monitor multiple locations, along with specific products from a central location.
Sonos adds that it offers a choice of music plans that offer commercially licensed music from independent and mainstream artists, and access to priority support.
Summing up why in-store music is important, the RetailNext study stresses that a one-size fits all approach to in-store music is outdated. Businesses must tailor their environments to match their identities and customer expectations. Beyond the ability for music to influence customer behavior and the proper mood, music reinforces consumer experiences to help differentiate a business from its competition.
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