Music has measurable value for businesses, and now there is research to prove it.

MUSIC360 Living Labs is one of the largest studies yet into what music does in everyday life, funded by the European Union. It was carried out by, among others, Vrije Universiteit Amsterdam, Universitat Politècnica de València, BMAT, IMRO, GDA, GTM, AEPO-ARTIS, The Value Engineers, Sena and Buma/Stemra. Instead of lab tests, the researchers measured for months in real shops, shopping centres and hospitality venues. The retail findings were presented on 19 May 2026 by Peeter Verlegh, professor of Marketing at VU Amsterdam, to an audience that included Heineken, bol, MediaMarkt and Albert Heijn.

What the research found

  • Music that fits the brand sells. In four Finnish shopping centres, a playlist matched to the brand made customers noticeably happier than a neutral playlist, and 41% of shoppers spent more than they had planned.
  • Licensed music lifts the people who work there. Staff in shops playing well-known, licensed music had more energy, a better mood and rated their workplace higher than staff in shops playing royalty-free or generic AI tracks.
  • Tempo matters. In 149 Dutch stores that alternated slow, medium and fast music for weeks, slower music brought more calm and concentration on the shop floor. The effect on sales was small; the effect on how employees felt was strong.
  • In hospitality, music is a strategic tool. It shapes who walks in, how long guests stay and how intensely they experience a place.

What it means for creators and rights owners

Every time your music plays in a shop, a café or a hotel, it is owed money: copyright for the writers and publishers, neighbouring rights for the performers and the master owner. This research puts a number on why that money matters, and why businesses should keep choosing licensed music over cheaper AI-generated alternatives.

That only pays off if your works and recordings are registered correctly with every society that collects for public performance, at home and abroad. That is our daily work: we register, monitor and claim, for copyright and neighbouring rights alike.

What it means for brands

The strongest effect came from music that fits the brand. That is exactly what a sonic identity, a well-chosen sync or a brand-aligned playlist does. Whether it is a campaign track, a sound logo or the music in your stores, we help brands find the right music and clear it properly.

Our take

Music is not background noise. It shapes experiences, supports wellbeing and creates real value for businesses, and when music creates value, the people who make it deserve their share.

Sources: MUSIC360, music in retail, Buma/Stemra, VU Amsterdam.