Sound Insights #2

Music is more than just background noise.

It’s the invisible yet crucial design layer that can make or break the guest experience, shaping how people feel, how long they stay, and even what they choose to purchase or engage with.

At a time when almost anything can be purchased or accessed online, a brand’s physical space is its chance to deliver an experience worth leaving home for. And music is one of the most powerful ways to do so. When used strategically, it becomes a tool that guides behavior, enhances emotion, supports accessibility and connects people more deeply to the brand and its cultural context.

The evidence is clear:

- 85% of people think music is the number one factor in having a positive in-store experience.

- Strategically curated music aligned with brand identity can lift sales by up to 37%.

- Research consistently shows that listening to music can lower cortisol, the body’s stress hormone, helping people feel calmer and more relaxed.

Sound Insights #2 explores the transformational power of music within brand and cultural spaces, along with examples from SixtyFour Music and standout work from across the industry. 

What it covers:

- The psychological impact of music and its influence on consumer behaviour 

- Music’s role in spatial and multi-sensory design

- How sound can support wellness and accessibility for guests

- Using music to unite communities through activations and partnerships

Download Sound Insights #2 here —>