Author: Ainhoa Marzol

When Music Matches the Brand Identity

The science behind sensory marketing has always been based on common sense first, and then in experiments that formalized the proposed theories. In the case of music, there are many aspects to be taken into account: the rhythm, the genre, even the instruments involved. If it were possible to weigh all these factors, one could create a perfect mathematical formula that, when entering variables about our business, could yield the perfect music for our needs. But for now, this topic is one that we can only approach with common sense and a yearning for experimentation. The key to determining whether certain music is suited to an establishment is congruency between business’s brand image the music the business plays. What exactly is congruency? Put simply, it’s when the music matches the message we want to transmit to the public. The easiest way to understand congruency and how we can use it in our favor is to differentiate between retail and hospitality businesses, and then to extrapolate our conclusions to other environments. Retail: Who Does Your Customer …

The Implications of Music on Health

Music and health being intrinsically linked isn’t such a crazy idea: the Greeks even appointed their god Apollo, with the oversight of both music and healing. The science behind this concept has been developing for years. Music seems to affect the body and the mind, helping to bring both into a state of well-being. It has the power to slow heartbeats, reduce blood pressure, manage stress levels, and aid patients recovering from heart attacks or strokes. While the Greeks formalized the relationship between both elements, the importance of music has been observed in all civilizations. Rhythm is something that we seem to be programmed for.  We still don’t understand exactly how it affects the brain, or how humans distinguish harmonious sounds from dissonant ones. But what is clear is that music can provide multiple benefits far beyond personal entertainment. In medical centers, music can be used in different areas with different objectives, from operating rooms to halls and reception areas to waiting rooms. In fact, waiting areas in particular benefit from the use of music. …

The Sound of SS18

Just like every September, for several weeks anyone even slightly passionate about fashion has been stalking the Instagram profiles of the industry’s biggest influencers worldwide: it’s Fashion Week season. First New York, then London, Milan, and now Paris – major cities take their turn as the temporal Mecca of all the fashionistas. At SoundMachine, our core business is the music and technology. But we work very closely with the fashion industry, seasoning their stores with music that intensifies each individual brand image. That’s why we want to remember the moments music has been an essential element of this SS18. Music is Fashionable Like almost every year, the music that accompanied the models in the catwalk has been varied. There are no specific trends to point to, because music has been used once again to define each  brand and collection. All kinds of music could be heard, from the classic vocals Whitney Houston or the Cocteau Twins, to trendy underground artists like Cigarettes After Sex or Kelsey Lu. However, background music is not everything – designers …

The CEDIA Expo 2017 – San Diego, CA

Just last week, the CEDIA Expo was held in San Diego, California. CEDIA, which stands for Custom Electronic Design and Installation Association, is an international trade association. Representing over 3,700 technology-market member companies, the CEDIA website states that they provide “development pathways that move [members] to the next level by providing education, community, resources and vision”. Year by year, the CEDIA Expo has become a meeting point for every big player and savvy startup in the home integration industry. SoundMachine was in attendance this year to get a grasp of all the new advances in this exciting field. There were numerous speakers, plenty of home theater-related products, and several overall trends that are worth mentioning: the connections between automation and voice recognition. Keys to Home Automation Home automation is no longer about automation itself, but about the relationship between the parts of the system. At SoundMachine, we have almost entirely conquered that milestone of making things work on their own. While automation can be improved in individual objects, this improvement does not leave adequate margin, …

Back to School Music for Retail

The end of August through beginning of September is a crucial time period each year, when all retailers are affected by back-to-school consumption. This effect goes far beyond the sale of school supplies: it extends to all types of goods. Back-to-school shopping isn’t limited to children, either – for most families this time of year signals life-transition and newness. Even individuals without children behave differently this time of year due to their perceptions of end-of-summer changes.  In fact, early September often receives more attention than the actual new year each 1st of January. Therefore, it is no surprise that most retail locations employ a wide range of sales tactics this time of year. Shops are full of special discounts and promotions, vying for customers to use their spending money at their location. Music is one of the most undervalued tools that can be used to influence the impulses of these shoppers. Give in to the Impulses To use music as it should be used, one first must think about the mood the customer will be …

Pitti Immagine Bimbo 2017 – The Monnalisa Fashion Show

On the 22nd-23rd of June, Pitti Immagine Bimbo held their semiannual celebration in Florence, Italy. Mostly recognized in connection with its more widely known version of fashion for men, Pitti Immagine Uomo, Pitti Bimbo is an international reunion for fashion industry professionals who specialize in apparel for children 0 – 14 years old. As of this year, Pitti Bimbo has already celebrated 85 reunions. This year more than 530 industry professionals attended (more than half of whom arrived from Italy) – making this easily one of the most important events in the children’s fashion niche. This year’s theme was “Boom, Pitti Blooms!”, and was dedicated to giving space to smaller brands that are growing incrementally. This concept was highlighted through the incorporation of different sections such as “The Nest” or “KidzFIZZ”, where areas were provided for those brands that are exploring the limits of the children’s wear industry, undaunted despite their relatively small size. Another one of the most important initiatives at this gathering was the presence of the “EcoEthic” section, which gave space to …

Guide: How to Use Music in Your Business

It’s no secret that the biggest names in business use strategic music marketing at every location where clients interact with their brands. From retail to hospitality, these strategies have been crafted by retail marketing directors and music marketing experts that take very specific nuances into account. Nevertheless, there are some basic guidelines that any business can easily implement to improve their customers’ in-store experience. At SoundMachine we’ve created a guide combining our expertise with the results of multiple experiments and studies by industry authorities. The results of their research prove that even small variables in a business’s auditory environment can have a big impact on sales. Using this knowledge in your favor can make all the difference to your business’s bottom line, and most importantly, on how customers perceive your brand in the long run. Click here to download your free guide.