Much has been discussed about Millennials, Generation X, and Baby Boomers, because generational differences are frequently brought up in relation to the workplace, family relationships, lifestyle habits, etc. Generational differences are also important to consider in Music Design. When designing a custom music program, we carefully consider the brand’s clientele and customer demographic, including age. Does the brand primarily target middle-aged and older customers, do they cater to a younger set, or do they have a multi-generational appeal? Whatever the age range, the music needs to be reflective of and appealing to the targeted generation or generations.
In some instances, the brand may have a primarily older clientele but be hoping to attract a younger crowd, in which case the custom music design must appeal to the younger listener without alienating or driving away the existing client base. For example, one of my current clients is more typically frequented by older shoppers but is making an effort to boost their appeal to younger customers. The music I choose for this client needs to have youthful appeal, but also be enjoyable and familiar sounding to slightly older ears. For this client, that means striking a balance between current and classic sounds. A combination of pop with an alternative or indie bent, adult contemporary, and retro pop from modern artists creates a sound that feels modern to younger listeners, but still relatable to older listeners. As we know, music is a very important aspect of the in-store environment and, for many brands, striking a balance between young and old is essential to creating an inviting environment for all customers.
– Submitted by Erin Yousef, Music Design