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.