Sound Design and Ambient Music

Tailor Music

Few people understand that the wrong use of music can lead to a negative perception of an environment or of a service

After years of study, research, and confirmation about sound design and ambient music, we still must discuss how, when, and how much the use of sound can alter the perception of a given environment.

Music is no longer an accessory

If music is no longer only in the background, if it is no longer as integrated into the environment as the Muzak, it becomes necessary to know useful information on the mindful use of sounds. Not only to have an advantage over others, but also, and above all, to avoid negatively influencing the service or product. To avoid weakening your image with emotional stimuli that are inconsistent, and therefore negative.

Every setting needs a different sound that varies in rhythm and style

Sound design, the process that guarantees the correct and mindful diffusion of music, is based on this premise. Today more than ever, music is becoming an integral part of the sales process- in the broadest definition of the term- and related services.

Sometimes guests and clients do not come back because of the music: it creates anxiety and discomfort

If, on one hand, ambient music is assuming an active role in breaking the silence in the banality of daily public activities, commercial and hospitality, on the other hand it is enduring overbearing action from continuous play of questionable playlists and programming in questionable places, moments and volumes.

There are thousands of playlists around

If, on one hand, platforms like Spotify, Deezer, Apple Music, and iTunes Radio came out of nowhere…on the other hand they created troubling excuses, fueled by the conviction that, if a playlist is titled “relaxation,” it contains relaxing music! Or, if a playlist has “classic jazz…” this is what I mean.

Sound design is a structured and complicated process

It happens often: someone is convinced that they are buying a Rolex and instead they are ignorantly buying a knock-off. Or a rhinestone instead of a diamond. This happens with music, too. Many playlists title their content according to the trend of the moment, but who verifies the consistency within the playlist?

The work of sound design is just that: to create a tailor-made audio outfit for every moment, context, environment, circumstance. Only in this way can the music we play correspond to the values we wish to portray. The message becomes consistent, ready to convey feelings and memories, appropriate for reinforcing the brand image and favorable for intensifying the service offered.


 Marco Solforetti

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