Elevator Music to elevated music . . . By Director Wayne Hall
June 29, 2007
During the past few months it has been really pleasing to see renewed interest in music from businesses that were once the mainstay of the background music market but fell away as music users during the late 80’s.
No research has been done on why this occurred, but I suspect the proliferation of FM Radio and the CD format, together with our own industry’s inability (or lack of interest) to continually educate traditional markets about the benefits of music as a business tool had a lot to do with it. Suddenly using elevator music was very uncool, and decision maker’s in many organisations weren’t equipped with a solid argument as to why they should implement a music strategy, without it becoming personal. Let’s face it, Muzak (or elevator music as it was fondly referred to) was never a personal choice; it was very obviously a business choice, and the decision to use it could be defended as easily as the choice of carpet or colour of the walls – the “it’s practical and does the job” argument.
We tend to forget that up until 25 years ago, “piped music” was extensively used in office buildings, foyers, factories, service counter environments and of course . . . elevators. It’s primary features were to mask other noises, “brighten” the feel of an area, and set up an audio environment that wasn’t too intrusive, allowing people to work, shop and talk without being distracted.
(As an aside, old wax music cylinders were introduced into the first elevators in the U.S. in order mask the mechanical “grinding” noise which was making people feel uncomfortable when using the service. Music helped calm elevator users, and was integral to the acceptance of elevators by many people).
Music programs which are designed to deliver a practical business outcome are not just a bunch of tracks thrown together. They are programs or batches of tracks selected on the basis of criteria (tempo, genre, style, feel and more) which deliver a consistent audio ambience over an extended period of time. If anything, the proliferation of digital music, with it’s clutter and dubious quality at times, has made the art of music programming more relevant then ever.
Businesses are starting to appreciate again that their audio environment is just as important as their other more obvious “physical” environments, such as lighting, floorplan and visual presentations. It is important, though, that we do whatever we can to educate the market, from architects and designers to contractors and music users.
Music has value. It is up to all of us involved in the industry to ensure (i) it is taken to market as a useful product and (ii) we present the case for it’s use, clearly and logically. By doing this, we will recapture some if the “old” markets, win new markets, and increase the value music brings to our business.
A special note: Congratulations to our programming department here at SBA for the fantastic way they have developed our new 'InDiGnation' video program, which highlights Indy artists from around the world. Refer this newsletter for more details.
Wayne Hall
Director
- "Having been a SBA customer since the first Radioactivity, Commercial Cutz & BPM, I have been extremely happy with the service provided. Keep up the great work. I, like the rest of your customers, greatly appreciate all the effort everybody at SBA puts into producing these quality products." - Serge - DJ:Plus! Entertainment
- "We approached SBA Music with very specific brief. We knew we wanted an unusual mix of music genres and throughout the day we wanted moods and tempos to change. SBA Music was effective in dissecting our brief, seeking to understand our business and translating it to the quirky audio atmosphere we now have, that reflects our brand and delights our customers."
- Melanie Schwarz, TS 14+ - "SBA is a fantastic avenue for exposure of your artists, not only does it get your song added to many playlists but they also have the facility to get your video played and they are a very professional outfit. "
- Russell Thomas, Kaos Management - "SBA's highly organised programming team is always on top of the game when it comes to supporting local indie artists, giving them the attention and exposure they deserve. It's refreshing to see a company that REALLY does make music their business. "
- Tim West, The Right Profile - "Music is a critical component of store atmosphere and plays a significant role in the purchase decision-making process. "
– Michael Morrison, Monash University - "One of the best things about working with SBA is the roll out system we have in place… all we have to do is notify them of a new site, and they take care of the rest. It's too easy. "
- Carlos Antonius, Nando's Australia Marketing Director - "SBA are not just our music supplier. Their capacity to work with us to deliver an in-store music strategy that went above and beyond our initial requirements means we now view them as an integral part of our team."
- Paul Montalto, National Communications & Promotions Manager, Target - "Our no. 1 priority was to implement a music strategy that reinforced our brand and created an atmosphere that was distinct to Gloria Jeans. SBA's on-going commitment to this process has been outstanding. In addition, they've worked with us on a number of initiatives that have continued to add value & develop our brand. "
- Elizabeth West, Gloria Jean's Coffees, Group Marketing Manager - "SBA are always in there working as a partner to assist us. They understand the market and like to get our take on things, which is important. "
- Dennis McGrath, Amarda Operations - "We've been subscribing to SBA Music for years. The monthly chart program is always spot on and the theme programs include all the timeless, must-have tracks that punters want to hear... The programs end up paying for themselves. "
- Erwin Boot, Automatic Music - "SBA's CD's takes the guess work out of song selection… if it's on their CD's it will pack the dance floor. "
- DJ Guru - "For us, SBA are a one stop shop. The music solution we've put in place has addressed all our needs as bar and restaurant operators. We have the right music playing at the right time, at the right levels… in all key areas of our venues. It fills the gap and provides the right atmosphere for our venues. "
- Jeremy Milner, Bavarian Bier Cafes - "We choose SBA for its diversity and up to the minute track listings" - Rock-On Mobile DJ Services
- “SBA’s Launching Pad Initiative is a fantastic way to bring new bands to a new audience…don’t get left behind.”
- Tim West, The Right Profile - "SBA are always prompt and always have the music I need"
- DJ Bodz - "SBA has taken the pain out of running an effective and reliable source of music for our stores. Their flexibility and knowledge help us create the right atmosphere for our customers every time."
- Robert Marsden, IT Manager – Zarraffa’s Coffee - "The team at SBA are not just passionate about music – they are also passionate about offering ideas for improving and building business. It’s apparent that we are more than a client to them - we’re a partner."
- Brian Freeman, General Manager - Torch Media - "SBA’s support for our business goes much further then the supply of music programs. In addition to working with us to ensure our player is secure, they provided invaluable feedback about our product’s features, the market and licensing considerations… and continue to do so."
- Ray Miller - RDR Juke Boxes