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    Here you can find the latest reports, whitepapers and articles published by Heartbeats International. Learn about how the best global brands work with music, music branding and social media or just download a free beta version of the soon to be released book ‘Sounds like Branding’.

    Exclusive survey on what impact music has on businesses in public spaces


    To better understand the impact of music on consumers and to learn more about the attitudes towards music being played in businesses in public spaces*, as well as music played in the workplace, Heartbeats International has conducted a survey on 1000 Swedes between the ages of 16-64. We asked them questions about the impact of music on their everyday lives, public spaces and at work.

    The survey results are published in the report, Uncovering a musical myth: A survey on music’s impact in public spaces.
    Download your copy
    Also available in Swedish.

    * Public spaces has been used as a generic term for businesses such as shops, shopping malls, supermarkets, restaurants, hotels, transportation services, sports stadiums, gyms and workplaces.

    Topics covered in the report include:

    • The importance of music for people in their everyday lives
    • The impact music has on businesses in public spaces
    • The impact music has on employees and workplaces

    Five truths about the impact of music:

    • People rank music as more difficult to live without than sports, movies and newspapers
    • Playing the right music in your business makes customers stay longer
    • Music played in your business affects your customers’ opinion about your brand
    • Music enhances wellbeing amongst employees in workplaces
    • People think it is important that artists, musicians and songwriters get paid for music being played in public spaces

    Results in figures:

    The importance of music for people in their everyday lives

    • Music is ranked as more difficult to live without in peoples’ everyday lives than sports, movies and newspapers. Music also beats TV, radio, arts and literature. Only Internet and mobile phones are ranked higher.
    • More than 6 out of 10 further say that music is important or very important to them in their lives. As for 16-24 year olds, that figure rises to 74%.

    The impact music has on businesses in public spaces

    • ‘The right music’ makes almost 4 out of 10 stay longer in a business in a public space. That figure rises to 50% when it comes to 16-24 year olds.
    • 31% return to a business in a public space which plays music that is appreciated.
    • 21% recommend the business to others and 14% also say they buy more.

    Which music is ‘right’, from the consumers’ point of view?

    • First and foremost, the music that is played in a shop or a restaurant for example, has to have the right volume. Secondly, it has to match the business’ profile, or brand. It is less important that music that corresponds to the consumers’ personal taste or that it hits the radio charts and is recognised.

    It’s important or very important that the music played in a shop or at a restaurant…


    • ‘The wrong music’, as in noisy or irritating, makes 44% of consumers and visitors leave a business and 38% won’t come back. Almost 4 out of 10 also say that ‘the wrong music’ makes them buy less.

    The impact music has on employees and workplaces

    • More than 6 out of 10 people and as many as 8 out of 10 16-24 year olds listen to music everyday, or at least once a week at their workplaces.
    • 66% of those who listen to music everyday, or at least once a week, think that music affects them in a positive or very positive way at work.
    • Almost 50% of the 16-24 years olds say they love to listen to music at work, and just as many say that music makes them more productive while they’re working.
    • 43% of all people say that music makes the work environment more relaxed. As regards 16-24 year olds, that figure rises to 56%.

    Did You Give The World Some Love Today? - A whitepaper on brand ethics

    Brand Ethics

    Being ethical and defining what it means for our business might not be an option anymore, but a necessity to stay relevant in the new, fragmented marketplace.

    Heartbeats International gives you a whitepaper on Brand Ethics. This whitepaper is a call for those of us working with branding and marketing, to lift focus from consumer needs for a while and examine our own practice, how our everyday work actively contributes to society.

    Sounds like Branding –
    English Beta Version

    Sounds like Branding (How to use the power of music to turn customers into fans) is the forthcoming book by Jakob Lusensky.

    It is the first book released on the topic of music branding, and it takes you on an ear-opening journey through the history of music and marketing, from the humble jingle and Muzak to today’s music, which is blurring the line between brands and bands; making brands into the record labels of tomorrow.

    If you don’t have twitter, subscribe on http://www.soundslikebranding.com/book/”>http://www.soundslikebranding.com/book/ and the SLB Beta is yours to download.

    Download your copy

    New whitepaper –
    Social Music Revolution

    You are probably already aware that the social media network platforms will be of greater importance in your brand communication in the future. The questions are: How do you enter into this market of dialogue? How do you market in a digital culture where traditional advertising doesn’t work? How do you engage your customers and transform this engagement into business for your brand? Could music branding be the key to unlocking the potential of these platforms?

    Download your copy

    Sarah Tinsley, Heartbeats International Network

    Taking the risk out of music

    Brands and bands have been bedfellows for generations, sometimes uncomfortably. We speak to Sarah Tinsley from our Heartbeats network to find out how we can de-risk working with music by applying a more rigorous insight and planning process.

    Download your copy

    Exclusive survey on how the top global brands work with music

    Music branding is a rising star in the marketing arena. The last few years have brought a surge of music initiatives from brands worldwide. The Sounds Like Branding™ report is a study conducted by Heartbeats International, asking top brand managers to share their thoughts and insights on this new field. We wanted to research if this increased interest in music from brands is just a trend, or if it is here to stay.

    Topics covered in the report include:

    • How important is music in branding today?
    • How are the top global brands utilising music in their branding?
    • What are the major obstacles for brands when working with music?
    • What does the future hold for the field of music branding?

    Download your copy

    Key findings from the survey

    Brands love music!

    • 97% think that music can strengthen their brand
    • 76% use music actively in their marketing
    • 7 out of 10 think that music will become more important in the future

    …But are not putting their hearts into it

    • 7 out of 10 spend 5% or less of their marketing budget on music
    • 6 out of 10 have not identified how their brand sounds
    • 8 out of 10 do not have a sound logotype

    What do we see here?

    • There is a great discrepancy between the ambition and the involvement of brands
    • Brands’ love of music has not translated into commitment
    • Brands are not yet using music strategically


    Q. What is in the report?
    A. Full survey results with charts and figures, Heartbeats International’s analysis
    and conclusions drawn from the results.

    Q. Who took part in the survey?

    A. Respondents to the survey included marketing or branding directors from global brands.

    Q. How can I find out more?
    A. Sounds Like Branding™ is
    also available as an inspiring seminar with a full presentation of the survey.
    Please contact Heartbeats for more information.

    Q. Is there a printed report available?
    A. Yes. The full printed report also includes the key trends in music branding, case studies of brands that are doing it right, and tips for brands getting involved in music.

    Q. Who are Heartbeats International?
    A. Heartbeats International is a brand communciation agency based in Stockholm, Sweden. Heartbeats believe that great brands are built through a multi-sensory approach and that music is one of the most powerful media when building effective communication. Heartbeats help global clients such as Absolut Vodka, Rolex and Conrad Hotels in making their customers’ hearts beat.

    For enquiries on the survey, how your brand can utilise music in your branding, and press enquiries, please call 46 (0)8 501 189 90 or send an e-mail to info@heartbeats.fm