Pairing the Playlist with Your Restaurant's Atmosphere

The Main Course offers listeners lots of sensory experiences,
though, most of the time, it’s all about taste and smell.


Sars has a fascinating background in the music streaming
industry. He was a co-founder of Beats Music and Spotify
Business. He started the conversation with this candid take.
“Music is an amazing art form. It’s an enabler of brands
[looking] to augment experiences, connect to customers and make
people feel great.”


Bringing Soundtrack Your Brand to market was led by this passion,
but it also solved a business concern—compliance. There was no
legal streaming service for restaurants or stores. That’s just
the first part; the second is driving companies to develop a
soundtrack that translates all their brand sentiments.


Castiglia and Sars talked about a research project that measured
the difference between four different music treatments. Two were
curations from Soundtrack Your Brand (one with popular music and
another that mixed that with lesser-known tracks); one was their
current legacy provider of well-known hits, and one was silence.


“The comparison between their current music and the brand
application of mixed hits showed a 9.1% top-line sales
improvement with the latter. Silence was even better than their
current solution,” Sars said.


Sars also offered tips to restaurants on translating their brand
to music. “First, have a solid concept, then work on the
soundtrack.”


That’s easy to do with the company’s software. Users can feed
inputs around artists, feelings, or specific songs, and its AI
and machine learning engine kicks into gear. Sars recommends
blending music and not focusing on hits, as they can be
distracting. He also cautioned against repetition, as it can have
a negative impact.