Background music has gradually become ubiquitous and is present not only in venues we walk into, but also our homes as streaming services like Spotify have begun to offer a wide range of playlists aimed towards providing background music to activities like dining, studying, and exercising. A trend we have seen in recent years is a move towards context-based playlists rather than content-based playlists, which goes to show listeners’ increasing reliance on music to enhance the experience of their everyday activities.
The rising demand for background music has also brought many platforms and service companies to market that tailor background music to clients in hospitality and other sectors. The tech and services they provide are broadly broken down into:
1. Playback system via the cloud or devices installed in venue (e.g. PC or iPad)
2. Playlist scheduler for the client managed by the service provider and client
3. Playlists to populate the scheduler which are either broad / generic or highly curated and variable according to time of day and season or other temporal factors
4. Licensed content, enabling the service and client to use the music for background music purposes
5. Added features like Jukebox apps for patrons to choose music or playlists
The cornerstone of these providers are the playlists they provide and clients can choose from broad and generic playlists to highly curated playlists and a sonic identity created by the provider depending on the level of personalisation and cost that they choose.
These include
Ambie,
Auracle,
Custom Channels,
C-Burn (which also provides a white label service to other start-ups with licensed background music),
Music Styling,
Playlister,
Soundjack and
Soundtrack Your Brand.
With AI technology becoming more sophisticated and powering everything from personalisation, playlist recommendation to track classification and more, the possibilities for background music are ever expanding.
There are already several startups like
Endel,
brain.fm and
Muvik Labs which use AI to generate music for a specific application, with many focusing on wellness or fitness. Our very own alumnus,
LifeScore, is enabling the creation of real-time soundtracks that adapt to a listener’s environment or other contextual data. In the background music context this could create the ultimate personalised and activity-based experience.
It’s worth mentioning that while the background music sector is growing, some start-ups are working to track public performance plays better, for example
WARM or
Chartmetric, to enable more efficient payouts or data based decisions.
Our recent graduate
Audoo is ensuring artists are paid royalties when their music is used in the background through its smart audio meter which listens to what’s being played, matches it to rights databases and then reports tracks played to Performing Rights Oranisations via API in realtime.