Baby it's cold inside: why brands should take a discerning approach to holiday music

By Danny Turner, global senior vice president, creative programming, Mood Media

Savvy brands are increasingly cognizant of elevating their customer experience and there's no better time than during the holiday season when there's a massive influx of foot traffic and first-time visitors in the store.

As retailers shift their focus to a more holistic holiday experience that truly resonates with customers, it would behoove them to carefully consider their music selections.

Truth be told, there's more holiday music to choose from than ever before. But in this era of hyper-connectivity and instant reaction, it's increasingly important that brands take a discerning approach to curating their seasonal playlists.

More than 85% of shoppers surveyed worldwide state the role of music is critically important in lifting their moods. Yet, there's an interesting boomerang effect during the holidays. The very same shoppers who may enjoy seasonal music stated that they're quick to disengage with a brand if the music choices aren't right.

A perfect example of this is the polarizing classic, Baby it's Cold Outside. Widely revered as a holiday mainstay for decades, the classic tune was looked at through an entirely different lens last holiday season. A very appropriate new take and perspective, given the sensitivities we've come to embrace in the #MeToo era. As a refresher, the song is rife with lyrics like, "What's in this drink?" and peppered with a female's voice stating, "The answer is no" when deflecting advances from a relentless male suitor.

The song sparked a great deal of debate among music curators and consumers alike. As our social mores evolve and are less rooted in the common experience from the idyllic Christmas days of the 40s and 50s, patrons' expectations and willingness to accept holiday classics are changing.

What's at stake? Now, more than ever, one bad customer experience can turn shoppers off to a brand. While social media platforms have the wonderful ability to galvanize brand heat, they can also lead to brand backlash. Customers have a variety of platforms to vocalize complaints about a brand — hearing Baby It's Cold Outside at a department store, for example. Within seconds, a peeved shopper can take to Instagram to leave rants in real-time, and customer outrage can go viral in seconds.

So, how do you begin to strategically build out your musical mix ahead of the holiday season? For starters, remember that brands drive the experience, not the calendar. The timber of your holiday efforts must match the tone of your brand. You'll want to err on the side of caution when it comes to introducing music in your holiday playlist that may not be on-brand. I'd advise sophisticated brands should approach holiday music a bit more judiciously.

Secondly, I'd recommend putting yourself in your customer's shoes. It's not about whether you personally think a song is great from the brand owners' perspective or a music programmers' perspective. If your song selection makes just one of your brand loyalists feel uncomfortable, you've failed them. Remember, the holidays aren't a time to take a chance and push boundaries. What you don't play can't hurt you.