Technology

The overlooked advantage in digital signage: Sound that sells

Photo: Generated by AI. Adobe Stock.

September 18, 2025 by Kurt Oleson — COO, Custom Channels

Step into a boutique shop, a neighborhood café or a modern hotel lobby and you'll notice something about the most engaging spaces: they don't just capture your eyes — they pull you in with what you hear.

For years, digital signage has commanded the visual real estate of customer-facing environments. High-definition screens, dynamic content, and real-time updates have redefined how businesses communicate in physical spaces. Yet for all the investment in what customers see, a critical part of the experience often gets neglected: what they hear.

The measurable impact of music

Brand-fit music isn't a "nice touch"— it's a proven driver of performance. In one Gant study, stores playing background music tailored to their brand identity experienced a 37% average boost in total sales. Music that complements the environment and the brand's personality also keeps customers in-store longer and increases their willingness to buy.

The psychology is simple: music sets mood, influences perception, and strengthens memory. In competitive sectors like retail, hospitality, fitness, and healthcare, those few extra minutes of engagement—or that small uptick in customer satisfaction — can compound into significant revenue gains over time.

Why it's not happening everywhere

If the business case is so clear, why is music missing from so many signage projects? Historically, integrators have been forced to improvise with tools that were never meant for professional use. Some relied on consumer streaming services — often in violation of public performance laws — while others juggled multiple devices and software systems that didn't integrate smoothly.

Jeff Busch, founder of True Sync Media, knows the frustration well. He recalls how integrators "were always trying to hack together a solution that checked the boxes — licensed, easy to deploy, flexible — but nothing really existed. We knew our signage needed a soundtrack, but the tools just weren't there."

The absence of a streamlined, licensed approach meant that music was often pushed to the sidelines — missing a key opportunity to enhance the customer experience.

Compliance isn't optional

There's another reason music integration can't be an afterthought: compliance.

Any business playing music that customers can hear must pay music-for-business licensing fees, which are collected by Performing Rights Organizations (PROs). Using unlicensed music—intentionally or not—can result in fines that reach into the thousands of dollars.

Unfortunately, many organizations simply don't know they're at risk, particularly if they use personal streaming accounts in public spaces. This is where AV professionals can be more than just technology providers — they can be advisors who help clients protect themselves from legal exposure while improving their brand environment.

A revenue lever for integrators

For the Pro AV community, music represents more than an enhancement — it's a business growth lever. Integrators who bring audio into the conversation can:

Create recurring subscription revenue through licensed music services.
Differentiate themselves in a crowded signage market.
Expand into non-traditional audio environments—dental offices, wellness studios, salons—where screens are present but sound systems aren't.
Build stronger, longer-term client relationships through ongoing service agreements.

With music integrated into the signage offering, an AV project moves from being a one-time install to an ongoing partnership.

Choosing the right music partner: 5 must-haves

When adding music to a signage strategy, the choice of provider matters.

Businesses and integrators should look for:

Accessible, Knowledgeable Support: Direct access to real people who understand music licensing and AV integration reduces downtime and frustration.
Curated, Licensed Music Libraries: Content should be both legally cleared and carefully selected to suit professional spaces—avoiding off-brand or inappropriate tracks.
Consistent, Transparent Pricing: Providers with stable rates enable clients to budget with confidence and avoid surprise cost increases.
Flexible Integration Methods: Solutions that work across CMS platforms, use secure URLs, or provide API access give integrators more options and less complexity.
Proven impact on customer experience: The service should be positioned not just as a utility but as a contributor to sales, loyalty, and brand perception.

Seeing (and hearing) the whole picture

While premium music services once carried a higher price tag, the market has shifted. Many budget-friendly providers have raised their rates, narrowing the cost gap. The difference now often lies in service quality, content curation, and licensing assurance — areas where the right partner can deliver long-term value that justifies the investment.

For businesses where ambiance is part of the product — think restaurants, high-end retail, and hospitality venues — choosing a partner with these strengths isn't an expense, it's a competitive advantage.

Digital signage will always be about what customers see — but the future belongs to those who think about what they hear, too. Music transforms screens from information channels into part of a fully realized brand experience. It keeps customers engaged, encourages repeat visits, and ensures that the space feels intentional and memorable.

The technology now exists to make music integration seamless, scalable, and compliant. The opportunity for integrators is to adopt it early, position themselves as complete experience providers, and deliver measurable value beyond the screen.

Because in the end, the businesses that stand out won't just have signage that looks great—they'll have environments that feel right the moment you step through the door.

About Kurt Oleson

Kurt Oleson, COO and Owner of Custom Channels, has been with with the company for 10+ years, contributing to and overseeing growth as an engineer, operations manager, and COO.

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