Music in shops and bars: leaving it to chance can prove costly! So says the New York Times…

Throughout our many years of experience in Event DJs, here at DJ4 We have, on more than one occasion, found ourselves having to explain to our clients just how important a careful selection of music is, even for background music. And a few days ago on the The New York Times The journalist Ben Ratliff has explored precisely this topic: the music played during dinners at New York restaurants (though this now applies worldwide) and which, according to the journalist, are a real problem, one that has worsened since the advent of music streaming. The article explains that just as we expect a highly competent person to prepare food in a restaurant, the same should apply to music. That’s not enough, that is to say, an algorithm to select a playlist, but you need a real person who really knows music.

YOU NEED A REAL “CHEF OF THE NOTES”
This is the backdrop against which the story of a truly remarkable incident that took place right there in New York unfolds. The world-famous composer Ryuichi Sakamoto, fed up with the music blaring out in his favourite restaurant – which had even forced him to walk out of a dinner – put together a specific playlist that was finally in perfect harmony with the restaurant’s atmosphere.
Quite apart from the exceptional nature of the episode and the sheer greatness of its protagonist (“The Last Emperor” and “The Sheltering Sky” are two of the masterpieces created by Sakamoto), the message that emerges is worth highlighting. On the one hand, music should be seen as a central feature of our life’s moments (whether major or minor) and should not be relegated to a secondary role; on the other hand, for this to truly happen, it is essential that those responsible for the music are always people who really know their craft – true professionals. Even when it’s just background music, and not just during those moments when music takes centre stage. A playlist chosen more or less at random by a streaming service is simply not enough. Music, starting with background music (for restaurants, of course, but also for corporate dinners in special venues – below is a photo of the dinner for Volvo– or for the appetisers) needs just as much attention (if not more) as the subsequent stages! We’ve written an article on music for aperitifs HERE, where you’ll also find a playlist and a selection curated by us.

SHOPPING: “PAMPERING” CUSTOMERS’ EARS WITH DJ4.it BOOSTS SALES’
The controversy, which began in a restaurant, quickly spread to other public spaces, such as shops, where music is often played at volume too high and inconsistent in terms of the type of clientele. We, along with the shops, put a lot of effort into the opening events, and we know how to go about things and how to advise the staff.

In particular, when it comes to store openings and special in-store events, their success (which brings benefits in terms of turnover and brand image) is the result of two key steps, which we at DJ4 pay meticulous attention to: one design careful musical planning (a project devised in advance of the event) and a’execution during the event, it remains true to the original concept whilst at the same time being flexible – in other words, able to adapt quickly to whatever happens during the party.

MUSIC AND BRANDS: AN INDISSOLUBLE BOND
Musical design involves capturing the spirit of the brand (in the case of a shop) and coming up with a theme or a sound that best characterises it. We’d like to cite two examples: the opening of Dixie a women’s clothing shop (pictured above: the Milan branch) where we presented a selection of electro swing (which was very well received by the management and, subsequently, by the customers too), and the launch party for a collection of Desigual where, in keeping with the atmosphere of the store, we opted for a more Latin-inspired sound, whilst always favouring the latest releases.
So, on the one hand, the brand already suggests a style and a trend; on the other hand, the venue itself – the setting in which the event takes place (lighting, colours, atmosphere) – also influences the choices, because it must form a harmonious whole with the music that will be played.

OUR SECRET: ALWAYS FOLLOWING THE EVENT MINUTE BY MINUTE
The second key step, as we have said, concerns the performance itself. A flexible performance essentially means knowing how to “read the crowd”. A professional DJ knows that every event – and I mean every single one – is unique and, in essence, unpredictable. But that’s not all. Often, an event of this kind lasts several hours, and quite simply, the music suited to the early afternoon will never be the same as that played at dusk or in the evening. Similarly, the audience will never remain the same throughout the event. “Adaptability” is therefore the key: adapting volume, tempo and even styles throughout the event, whilst always remaining focused on what is happening and staying true to the musical style and mood agreed with the client. This attention to detail, combined with the expertise and professionalism of our DJ by DJ4, ensures that the experience participants have is authentic, enjoyable and perfectly in keeping with the setting.