FEATURE:
Sad Café
PHOTO CREDIT: mh cheraghi/Pexels
The Importance of ‘Appropriate’ Music in Coffee Shops
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I am not sure what the vibe is…
PHOTO CREDIT: Afta Putta Gunawan/Pexels
when you go to a city like Barcelona or New York. Step into a coffee shop, a chain or an independent shop, and listen to what they are playing. I think that the music in a coffee shop sets the tone and can do a lot. People might think that it is merely background. However, whether you are there alone or meeting someone, the music can inspire conversation and dictate how long you stay at the place. To play copyrighted music in a coffee shop, you must get a music license from the relevant licensing body, such as PPL PRS in the U.K. This is because playing music in a public commercial space is a public performance, and you need permission to do so legally to avoid fines. You can get a single, joint license that covers both recorded and live music, and you cannot use personal streaming services like Spotify or Apple Music for a business. You can find out more here. Whereas a film or T.V. production would need clearance from an artist to play their music and need to pay for that use, things are different for hospitality. As long as you have a license and are permitted to play music, then you can pretty much make your own rules in terms of the mood and sound. I think that each coffee chain or shop has an idea of their demographic and what type of music would suite them. The thing is, with a few rare exceptions, the music is awful! That is not me being a snob at all. I am one of the most open-minded and broad music lovers around. I tend to find that the music in coffee shops is either too unstimulating or heavy-going. I will name the chains. Take Caffè Nero and the music they typically play. Maybe seeing themselves as a more classic or sophisticated option, the music they play tends to be smooth Jazz. Not anything as interesting as John Coltrane or Miles Davis. Instead, it is generic and bland Jazz. They might play more acoustic songs too, but the takeaway is a real lack of energy or variation.
Maybe the objective is to calm people and create this relaxing mood. The thing is, you can do that with better music. Stuff that has personality! Take Pret a Manger. One of the reasons I go there less than I used – aside from the fact it is wildly over-priced – is the music. Maybe different depending on the branch, but their music is more Pop-based. This is not the sort of Pop from the 1980s, 1990s and 2000s that is popular and catchy. It seems like a bunch of A.I.-generated artists who are beyond boring. It is all fake energy without any melody, hook or quality! A chain that sees themselves as more youthful, upbeat or even family-orientated, you occasionally get some popular Pop and R&B but, for the most part, it is pretty awful stuff. I have been into Starbucks and other chains and there is either silence or the sort of background and airport music that is a cross between muzak or music devoid of any purpose or place. As I say, the choice of music is important. It can influence how long you remain in the establishment. Bad music, objectively, can ruin the mood and conversation. Other people can do that, too. From inconsiderate families with noisy children to the infuriating anuses who play music and phone calls on their phones without putting them through headphones, that is a big issue. I tend to carry headphones around when I have a coffee, because I really get annoyed by their choice of music. It is a shame. When I meet someone for coffee, I am always conscious of the music. Too loud and annoying and it can be as bad as music that is as bland and ‘easy going’ as the sort of awful Jazz you can hear. Even if it is largely acoustic music, is that what you want to hear when you have a coffee?!
I know people have a choice and you can listen to your own stuff, though it would be nice to walk into a coffee shop and have some decent music. I think independent shops are a lot better and can be a lot cooler. However, many of the massive chains really do get the tone wrong when it comes to music! One exception is Black Sheep Coffee. I have been going there more and more, not only because of the aesthetic of their shops and the friendly staff. The music is a lot better. That may seem like a subjective statement. However, their soundtrack is broad and interesting. I have heard some classic Beatles, brilliant Miles Davis and some 1990s Pop missed with some chilled Club sounds and some banging dance. The volume is not too high and the emphasis seems to be on ensuring the music matches the décor. More diverse and cooler than some of the more white-walled and bland options, I know that many people will go to Black Sheep Coffee because of the music. In a society where people will choose their own music and listen through headphones, I have found myself taking mine off because a song being played in the shop is better than what I am listening to!
Some might say the music in coffee shops is no big deal. I think it is. It is about the mood and atmosphere. If you get it wrong then it can ruin the experience. I have stopped going to certain chains because their choice of music is either coma-inducing or obnoxiously irritating and A.I.-sounding. Getting that brew just so – in terms of genres, dynamics and moods – and the effect can be transformative. There are other great coffee shops with terrific music, but I have named one that has struck me. I live near Camden (London) and I visit that branch a lot. I was in Manchester recently and found the shops there played incredible music. Patrons may not want to listen to music in coffees shops, so many of them are silent. This might be okay with bustle and a busy day. However, if there are a few people there then it can be embarrassingly awkward and deafening. Also, so long as the volume is not blaring and you have this considered variation of engaging and interesting music, then it can have a big impact. This needs to be realised more. The importance of music. It extends to retail too. Good music can directly impact sales and how many people come through your doors. When lingering for a coffee, music is pivotal. This particular coffee chain, rather than being a black sheep when it comes to their music, instead is very much a…
GOLDEN calf.