Symphony – August 2025

Have you ever wondered why you feel so energised, so happy and so engaged in your favourite bar or why that tranquil café makes you feel so relaxed? The secret ingredient might be simpler than you think. It’s not the food, it’s not the colour on the walls, it’s not even the company you’re in – it’s the music. 

Our 2025 Irish Living Lab as part of the Music360 project, funded by the EU Horizon Europe programme, sheds some light and shares some insights on this fascinating topic, exploring the impact of background music on consumers, employees, and their interactions in the bar and restaurant sector.

Setting the Stage: The Importance of Music in Hospitality

We embarked on this study in Dublin, covering a variety of venues from lively nightclubs to serene restaurants, each with its unique charm and clientele. The goal was to understand how music is curated, its role in commercial success, and its impact on staff productivity and how different venues view the impact of music and how these impacts on their music choices and use of music in each venue. 

Curating the Perfect Playlist

The venues we studied had a deep understanding of the value of music and its impact on every aspect of their business. This was very evident in all their actions and decisions concerning music. 

They meticulously curate their music to reflect their brand and meet customer expectations. Music styles played vary with the time of day and the intended atmosphere and the customers. For instance, a café might play soothing jazz in the morning and switch to more upbeat tracks in the evening to match the bustling crowd.

A standout example was a live music venue which focuses on independent, original live music. Their careful selection process ensures that the music aligns with their brand, creating a memorable experience for their patrons. This in turn means that patrons return time and time again and also proves to be the strongest marketing tool that the venue could have as word of mouth by patrons is extremely positive. Within the venue attendees, groups of friends are formed with similar musical and social interests who return time and time again to the same venue. 

Music as a Commercial Asset

The study revealed a strong connection between music and commercial success. Both the bars and the restaurants adjust their music to match the energy levels of their customers, at various times during the day and night, a move which can encourage customers to stay longer and spend more. Any venue with a focus on dancing or with nightclubs featured as part of their offering used music to create a vibrant, welcoming atmosphere that makes customers want to dance as soon as they walk in.

One common thread in all of the venue we examined was the deep understanding of the management of the power of music. The managers understand that the right music can enhance the overall dining and bar experience, fostering customer retention and advocacy. This strategic use of music not only boosts sales but also strengthens the venue’s brand identity.

The Beat of Productivity

Music doesn’t just affect customers, it also impacts the staff. Faster-paced music boosts energy levels and improves work efficiency, especially during busy periods. 

However, it’s essential to strike a balance between staff preferences and the overall customer experience. Actively monitoring this balance, ensuring that the music keeps both the staff and customers happy is a skill that needs to be learned over time and also needs to be adapted to keep in line with changes and trends. 

Adapting to the Crowd

Successful venues are constantly adapting their music to suit their audience. Some venues in our research had DJs who tailor their sets based on crowd reactions, or they employed in-house DJs to craft playlists for different times of the day. 

This adaptive approach ensures that the music remains fresh and relevant, enhancing the overall customer experience. It is a huge investment in music in a hospitality venue. It reflects the importance placed on music by the specific venue and also indicates the levels of revenue which is attributed to music as investment such as this would not continue if it wasn’t having such a direct impact on revenue and profits.

Live Performances: Creating Unique Experiences

Beyond background music, live performances play a crucial role in attracting crowds. Venues host live bands and DJs that create unforgettable experiences, drawing in customers who seek out these unique events. Some of these customers might not be regular customers but by providing specific experiences, venues can attract a new customer base and by providing them with an enjoyable night out they can convert them from new or one-off customers to regulars. 

Conclusion: The Power of Music

Our study shows that music is much more than just background noise in the hospitality industry. It’s a powerful tool that:

• Shapes the atmosphere;
• Enhances the brand;
• Boosts sales; and 
• Improves staff productivity. 

For venue managers, understanding and strategically using music can make all the difference in creating a memorable and successful experience and just offering another run of the mill night out. 

So next time you find yourself tapping your foot to the beat in your favourite bar or feeling relaxed in a cozy café, remember—it’s all part of the plan. The music is there to enhance your experience, making every visit special and memorable.