To find out more about this art we turned to music connoisseur and head of Music Concierge, Rob Wood, who told us sound branding is bringing a new dimension to architecture and workplace design.

We asked him to pick out the tunes of the moment to keep a young design office inspired this summer.

Then we turned to music consultants Sam Edwards and Kate Franklin of c-burn, a digital music company formed by Adam Smith in 1997 that specialises in bespoke sound solutions, and asked them to develop an onoffice playlist, and take us through the process of tailoring music to a brand.

Rob Wood

Explain music branding?
Music branding is synonymous with the concept of ‘sensory branding’, which is about stimulating all of the senses of a brand’s target audience in order to build an emotional bond with them. Up to fairly recently marketers have for the most part concentrated all their energy on the visual aspects of such customer interaction. From flashing neon signs in the street through to state-of-the-art interiors with glass walls and giant plasma screens, we are drawn in through our eyes, and rightly so, sight is our primary sense after all. As we all become increasingly design and lifestyle savvy, forward-thinking branded spaces such as offices, retail or F&B outlets need to be instantly recognisable by how they ‘feel’ as much as how they look. There is however a rising realisation that brands need to work harder to achieve far greater cut-through by appealing to as many senses as possible. This is the growing trend for sensory branding. Music branding is one of the most effective elements of this as well-thought through, carefully targeted music can be a very powerful way to create a memorable and emotional bond between brand and customer as soon as they cross the threshold of that branded space.

How did Music Concierge come about?
Over 19 years’ experience as a DJ, editor of Jockey Slut music magazine, and programme director for Groove Armada’s Lovebox festival means I have always acted as a filter – matching the right music to a specific audience. When a boutique hotel and then a managed office space approached me about creating a wow-factor music profile for them, I spotted a gap at the high-end of the market for design conscious stylish spaces.

Is there ever a time and place for Muzak?
Not if Music Concierge has anything to do with it! We are on a crusade against the bland and generic. In today’s age, how can badly thought through music be justified in a branded space? Or what does cookie-cutter Café Del Mar music say about your brand or interiors when every other place on the high street is also playing it. Having a signature sound designed for your environment is the only way to go if your space needs to stand out.

Is music distracting or motivating in the workplace?
It depends completely on the music. The right playlists can inspire, motivate and stimulate staff to work more effectively. Carefully chosen music can help with concentration, whilst other music can help with team building, or post-work relaxation, or dare I say, partying!

What music works best in offices?
It really depends on the type of office; for example a buzzy, finger-on-the-pulse unpredictable contemporary sound might be perfect in a young design environment, but is likely to be pretty unsuitable for an accountancy firm for example, where music with high frequencies emphasised, simple harmonies and moderate to slow changing melodies will help stimulate cognition without being a distraction.

Most popular sound at the moment?
That would have to be electro-pop. There are tons of great female driven bands at the moment doing their own thing which is a real pleasure to hear.

What would be your top 10 tracks to keep a young design office inspired this summer?
1. Air France: No Excuses
2. Empire of the Sun: We Are The People
3. The Do: On My Shouders
4. Umebayashi Shigeru: Yumeji’s Theme (Extended Version)
5. Angus & Julia: Purple Skivvy
6. Kenneth Bager: Fragment Four (Love Won’t Leave Me Alone)
7. VV Brown: Bottles
8. Rubies: Too Bright
9. The Sea And Cake: Everyday
10.Raphael Saadiq: 100 Yard Dash

c-burn

What do you look for when you profile a space or brand?

Initially we look at concepts that define the brand, from the layout of the space and furniture design to clientele demographic and behavioural patterns. Following this we’ll build a library of tunes which we think will translate this information into a sound identity, covering as much musical ground as possible. Next we consider the tracks from an acoustic angle, taking out anything we don’t think would suit a venue’s architecture and décor. Finally we test our profile, which involves on-site research listening to the music, observing the clientele and their response to the atmosphere created.

To achieve synthesis with a strong brand like Paul Smith for example, we’ll work with an internal creative director who tells us how they see their brand evolving and how music can compliment that journey.

By its very nature a brand should have an assured style - Paul Smith is a great example of this - and this style should disseminate into all aspects of the experience, including its soundtrack. Our profile for PS is solid and eclectic mix of great songs, reflecting their status as a revered British fashion icon. Subtle distinctions are made between their primary stores, women’s collections (incorporating soul and mellow rare groove) and their bespoke Suit Rooms (more jazz influenced).

For Soho House at the moment we’re going for music that evokes the sunshine and echoes the anticipation that many Londoners have of upcoming festivals and summer events. Our dark and brooding electro that typified the winter months has been evicted! Now it’s Latin sounds, folk-tinged European flavours … vibrant tunes intended to be heard on a balcony overlooking the party with a decadent cocktail in hand.

With any venue, there is a finite amount of music that will be appropriate. We tend to maintain a bespoke core profile, updating a percentage of that library each month. Sourcing pre-releases direct from labels helps to keep us ahead of the game.

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Playlist designed by c-burn for onoffice
1. Visioneers - Dirty Old Bossa Nova
2. Brenda Holloway - When I’m Gone
3. Little Boots - New In Town (Fred Falke Remix)
4. Martina Topley-Bird - Llya
5. Sam Cooke - Little Red Rooster
6. Snax - Get In Trouble (Crazy P Remix)
7. Happy Cones - Brothers & Sisters
8. Röyksopp - You Don’t Have A Clue
9. Nat King Cole - Route 66
10.Kissey Asplund - With You
11.Mayra Andrade - Comme S’il En Pleuvait
12.Luke Vibert - Keep Calm And Carry On
13.Candie Payne - All I Need To Hear
14.Sourya (Prince Language Remix) - Anatomy Domine
15.Esser - Real Life