The Bullring in Birmingham, home to one of Britain’s largest shopping malls, has been experimenting with quieter music. For years pounding pop music has filled almost every corner and shoppers, of all ages and tastes, have had to tolerate it or leave. Now an experiment by Hammerson, which runs several shopping malls across Britain and is thinking of phasing out music because of its effect on shoppers, has shown that replacing clamourous loud music with softer ambient music – not blended ‘muzak’ but a sound closer to the sea – influences shoppers positively. They move less rapidly and seem to spend more. The results are still tentative but suggest that less noise equals more sales, at least initially. Pipedowners might prefer no background music at all but this sea music is better than, say, canned Vivaldi and certainly an improvement. But it would be interesting to see the effects of no music at all. Julian Treasure, chairman of the Sound Agency, is involved in the experiment.
Author Archives: Nigel Rodgers
Spanish Quiet Eating Group started
Intrusive background piped music is a problem plaguing diners around the world, so the founding of a similar group in Spain is welcome news. Svante Borjesson has started a Madrid-based group, Comer Sin Ruido (eating without noise) at http://www.comersinruido.org/ He is concerned with all types of noise – a problem aggravated by the ‘hard surfaces’ favoured by too many designers at present, which echo or amplify background noises. He includes unwanted background music among the things that can wreck enjoyment of a meal. The site has a list of about 20 quiet restaurants around Spain, some with Michelin stars.
Anyone looking for, or knowing of, a quiet place to eat in Spain can contact him at svante.borjesson@oiresclave.org
Acoustic marmite in the British Museum? No thanks! say visitors – and The Times
The ‘Celtic music’ piped around the Celts: Art and Identity exhibition in the British Museum has been annoying visitors. One found the music ‘excruciating’; another advised people to take earplugs. Luke Turner, editor of The Quietus, an online magazine about music, said the music detracted from an otherwise enjoyable experience. ‘[It] felt like a real cliché of what you’d imagine Celtic music to be… like a “Celtic Moods” CD.’ The Times devoted a leader (16 October) to it, saying that ‘if people want music in museums let them plug it into their own ears.’ This is the first time a major national newspaper has discussed background music in a leader.
Dr Julia Farley, the exhibition’s curator, said she wanted to destroy any air of reverent silence, but she admitted the ‘Celtic music’ was a ‘bit of a marmite thing‘ i.e. you love it or loathe it. Unwittingly, she has revealed the misconception underlying most unwanted piped music. For while no one is ever actually forced to eat marmite in a restaurant (or anywhere else), far too often we are are forced to listen to music we hate. The final effects – irritation and alienation – are the exact opposite of what the proponents of background music generally claim.
Background music can endanger surgical operations
It is well known that some surgeons play music (which will be of their choice but not possibly of rest of their team) during operations. Now a study suggests this may affect the skills of their surgical teams. Using an analysis of video footage from 20 operations, a report in the Journal of Advanced Nursing of 5 August 2015 of a UK study shows ‘that some operating theatre teams are negatively affected by background music during surgery. Communication within the theatre team can be impaired when music is playing… requests from a surgeon to a nurse for instruments or supplies were often repeated and there was qualitative evidence of frustration or tension within some teams.’ Conversely, new reports suggest that patients to whom music is played before and after operations may feel less pain and recover better. The vital point here, easily overlooked, is that patients may well find music of their own choice and taste soothing. But music they do not like or want will have the opposite effect. As musical tastes are more varied than they have ever been, freedom to choose the type of music (if any) they listen to is the issue. At present, that freedom is far too often lacking in hospitals.
A new Which? survey on piped music, in restaurants this time
A new survey has been started by Which? magazine, this time about piped music in restaurants. Once again, almost all contributors seem to hate it.
Do add your own comments.
http://conversation.which.co.uk/consumer-rights/loud-music-restaurants-pubs-shops/
Nicola Benedetti protests against forced music on planes
Nicola Benedetti, the award-winning violinist, has just tweeted to her followers: “Why is it necessary to subject us all to loud pop music on the plane? It’s like being forced to eat something you don’t want” She was travelling with Vueling, a Spanish airline (you have been warned!) Vueling replied, saying the music was supposed to be enjoyable. Nicola thanked them for their reply but went on to say, “Quiet is a rare and precious thing these days. I think many of us would enjoy that more”. In July 2014 Nicola, who is 28, went into the Top Twenty of the Top of the Pops with her recording of Max Bruch’s Scottish Fantasy, written in 1880.
Losing the sounds of nature
Rising levels of background noise in some areas threaten to make people oblivious to the soothing yet inspiring sounds of birdsong, trickling water and trees rustling in the wind, natural sounds which can often be heard even in city centres, said Kurt Fristrup, a scientist at the US National Park Service.
The problem was worsened by people always listening to iPods and similar machines through earphones instead of tuning in to the birds and other natural sounds that can be drowned out by traffic, music and others noises, he said.
“This learned deafness is a real issue,” Fristrup told the American Association for the Advancement of Science meeting in San Jose. “We are conditioning ourselves to ignore the information coming into our ears. This gift that we are born with – to reach out and hear things hundreds of metres away, all these incredible sounds – is in danger of being lost through a generational amnesia . There is a real danger, both of loss of auditory acuity, where we are exposed to noise for so long that we stop listening, but also a loss of listening habits, where we lose the ability to engage with the environment the way we were built to”.
Much the same addiction to non-stop music afflicts people who expect ubiquitous and ceaseless piped music in every shop, restaurant, pub…
see http://www.theguardian.com/science/2015/feb/17/noise-pollution-is-making-us-oblivious-to-the-sound-of-nature-says-researcher
Doubt cast on research supporting canned music’s popularity.
The ‘piped music industry’ often publishes surveys based on reputedly scientific research showing that its music is liked by most customers. Typical is that from Musicworksforyou, the research site for the two main licence fee collectors, PRS and PPL. According to this group, 71% of us like to listen to music whilst on hold. (A poll conducted for the Co-op Bank suggested just the opposite: 60% of people hate being forced to listen to unwanted music when on hold.)
An even stranger statistic is that ‘99% of staff who work in stores without [background] music agree that they think customers would be happier if music was played in store’, and 93% ‘agree that if the music was turned off in their workplace, then they would ask their manager to turn it back on.’ These implausible figures are blazed on the group’s website and, it seems, believed by enough people in the retail and entertainment worlds to ensure a plague of piped music. The fact that the research is directly linked to the music industry is ignored.
A typical statement about how everybody loves piped music comes from John Brodie, Chief Executive of Scotmid, which introduced piped music into some Co-op stores. In response to protests, Brodie said that Scotmid had research to show that customers loved piped music: ‘We have also read a number of reports about the impact of music in public places and in one particular summary it mentions two key elements – “people rank music as more difficult to live without than sports, movies and newspapers” and “music enhances wellbeing amongst customers and employees in workplaces”.’
Note what is being suggested here. Because most people say they value music highly – not a surprise – they must therefore love inescapable forced piped music. A similar distortion of people’s real reactions to unwanted music comes from Heartbeats International, ‘a global brand communication agency with offices in Stockholm, Tokyo and New York. Our mission is to help clients worldwide to use the power of music and sound to stand out in today’s crowded marketplace and increase customer engagement’.
All these agencies have a strong vested interest in persuading stores/hotels/restaurants to play piped music. To take their findings as impartial suggests huge gullibility.
As two academic research papers are often cited as proof that playing background music boosts business, it helps to look at what their authors actually wrote.
Milliman (Ronald E) “Using background music to affect the behavior of supermarket shoppers” Journal of Marketing Vol 46 (Summer 1982) pages 86-91
In this paper Milliman concluded that playing music can influence the behaviour of shoppers. He reported a 38.2% increase in sales volume when slow tempo music was played, rather than fast tempo music. And “There was no statistically significant difference in sales volume between [no music] and [slow tempo music]” In view of these findings why do most shops now play fast tempo music, which Milliman demonstrated is the worst type for sales volume? Who is advising them to play this type of music? And why play music at all when there is no statistically significant difference in sales volume between slow tempo music and no music, and when so many people dislike it?
Yalch (Richard F) and Spangenberg (Eric) “Using store music for retail zoning: a field experiment” Advances in Consumer Research Volume 20, 1993 Pages 632-636
This paper is often mentioned by the music industry because it demonstrated that people made more purchases when music was playing. However, this is what Yalch and Spangenberg actually said: “When music was played, about 55% of the shoppers made a purchase compared to 47% when no music was played. However, this difference is not statistically significant. Further, it did not affect total expenditures because the average amount spent per person making a purchase (as opposed to the number of shoppers) was highest in the NO MUSIC condition ($51.70 compared to $43.29 when music was being played)”. At the beginning of this article Yalch and Spangenberg thank Ellen Goldblatt of MUZAK “for assisting in planning and executing this study”. So, although a piped music company, MUZAK, was involved in setting up this research, Yalch and Spangenberg ended up showing that shoppers actually spent more when no music was played!
Why music really does get louder as you get older
Older people actually hear music as louder, new reports show. Presbycusis, an age-related hearing problem, means that older people find background music drowns out conversation even at levels younger people do not notice. Age-related hearing loss, called presbycusis, is characterised by loss of hair cells in the base of the cochlea, or inner ear, that are attuned to capture and transmit high-frequency sounds, says Dr. Anil K. Lalwani, director of otology, neurotology and skull-base surgery at Columbia University Medical Center, New York.
Loss of high-frequency hearing leads to deterioration in the ability to distinguish words in conversation. Additionally, any noise in the environment leads to even greater loss in clarity of hearing. Contrary to expectation, presbycusis is also associated with sensitivity to loud noises.
see http://www.nytimes.com/2013/02/05/science/why-at-70-is-it-harder-to-hear-conversations-yet-music-is-too-loud.html?
As the overall population ages, governments and businesess should take notice.