In a business world increasingly saturated with stimuli, standing out is no longer an option, but a necessity. In this context, music emerges as a powerful and subtle channel for creating authentic emotional connections between brands and their audiences.
Offering personalised musical experiences, whether through acoustic performances at corporate events, brand activations or sensory environments for VIP clients, allows companies to create memorable and distinctive moments. Live music not only adds aesthetic value, but also conveys emotions, reinforces brand values and creates an atmosphere conducive to human connection.
From an intimate performance with vocals and guitar at a business dinner to a sound experience designed specifically for an opening ceremony, the key is to adapt the musical style to the message the company wishes to convey. It is not just about entertainment, but emotional strategy.
Today more than ever, companies are seeking authentic ways to build loyalty and surprise their customers. When used with intention and sensitivity, music becomes a powerful tool for connecting, moving and leaving a lasting impression. Of course, for the event to be successful, it is necessary to have a comprehensive and detailed briefing and to have both the artist and the client on the same page. With all this in place, a unique and unparalleled moment can be achieved. As Nietzsche said, “without music, life would be a mistake”.
Music as a strategic resource (not an accessory)
For many brands, music continues to be an ornamental or atmospheric addition. But in reality, it should be integrated from the strategic design stage: what emotions do we want to evoke, how do we want the public to relate to the brand, and at what key moments can music become an ally?
Research into emotional branding shows that music not only moves us, but also shapes our perceptions. Recent studies on the subject point out how music can be the link between the mind and the consumer, generating emotional associations that influence purchasing decisions. Furthermore, in sensory marketing or audio marketing, physiological and psychological effects have been observed: rhythm, timbre and harmony activate regions of the brain associated with pleasure, which ‘prepares’ the person to receive the brand’s message with greater openness.
When music becomes part of a brand’s sound identity—not just at isolated events—it fulfils key symbolic functions: it reinforces brand attributes, shapes a perceptual universe, and leaves deep impressions on the memory.
Keys to using music as a tool for connection
1 · Design a music briefing that is as rigorous as the visual or content briefing. Key questions: What emotions do we want to evoke? What brand attributes do we want to resonate with? What musical styles are in tune with our audience? When (time of event)? Where (physical space, digital space)?
Sharing musical references with the performer ensures that the performance matches the intention.
2 · Consistency with brand identity
Music should dialogue with the brand’s words, colours and communication tone. It cannot contradict them. If your brand is elegant and understated, loud trap music will sound like dissonance. Music should amplify what you already are, not try to ‘cover it up’.
3 · Sound segmentation by target audience
Not all audiences respond in the same way to the same genres. What excites a segment of urban millennials does not necessarily work with a senior audience. Conducting studies or preliminary tests with music samples can help you get it right. Even within an event, you can organise ‘micro scenes’ (spaces with different sound environments) for different attendee profiles.
4 · Live experiences versus designed sound environments
· Live: voice and instrument(s) create closeness, spontaneity, and human presence.
· Soundscape: curated playlists, background music, themed loops, or soundscapes allow you to modulate intensity according to the moment (reception, break, closing). You can combine both: key live moments and then background music.
5 · Adaptability and flexibility
Music must adapt to change: programme delays, technical glitches or pitch adjustments during performance. Having flexible ‘musical modules’ is key.
6 · Measurement and feedback
It is not enough for everyone to enjoy the moment. It is advisable to measure perceptions afterwards. Short surveys can be conducted: “How did the music make you feel?”, “Did you perceive consistency with the brand?”.
Also analyse qualitative metrics: comments on social media, content generated by attendees, spontaneous mentions, but above all, what remains in the memory after some time has passed.
Music, when properly understood, is a way of communicating without words. When a brand manages to make its sound speak with authenticity, it not only accompanies its message, it amplifies it. The right melody can transform an event into an experience, a message into an emotion, and a memory into a lasting relationship. That is why integrating music into communication strategy is not a fad, but a decision based on corporate emotional intelligence: a way to make brands not only heard, but felt.
Article written by Miquel Fernandez, Chief Executive Officer of Idea Events LLC
