Did you know that music can increase your sales by up to 38%?

The study by Ronald E. Milliman that changed how we understand consumer behavior

Ronald E. Milliman, a marketing professor at Western Kentucky University, conducted a pioneering experiment in the 1980s at a supermarket in the southern United States. His goal was to determine whether background music could influence shoppers’ behavior.

When the supermarket played slow music around 60 BPM, sales increased by 38% compared to the days when fast music over 100 BPM was played.
The slow music made customers walk more slowly, spend more time in the aisles, and end up buying more.

What does this teach us about marketing today?
Although the study was done in a supermarket, its impact goes far beyond retail. Music, as a sensory stimulus, has a direct effect on emotions, behavior, and purchasing decisions. And today, in a world where brands compete for seconds of attention, using sound strategically can make all the difference.

It doesn’t matter if you have a physical store, sell through social media, or create digital content. What people hear while interacting with your brand influences how they perceive your offer—and whether they decide to buy.

Sound as a tool of silent persuasion
Music activates areas of the brain related to memory, emotion, and reward. That’s why it can:

• Change your audience’s mood
• Generate emotional connection faster
• Influence the speed at which they browse or buy
• Increase time spent on your content, store, or website
• Strengthen your brand identity

How to apply this strategy based on your brand type

1. Physical store
   If you have a store, background music should align with your ideal client and the type of experience you want to create.
   
   -Do you want customers to stay longer? Use slow, relaxing rhythms.
   -Do you want fast turnover? Use energetic music, but without overwhelming.
   -Is your brand premium? Avoid commercial music; opt for more curated sounds like jazz, soul, or soft electronic.
   
   Example: a flower shop with classical music playing in the background can create a more emotional atmosphere and increase the average ticket through spontaneous purchases.
2. Digital content
   Music in digital content serves two functions: to grab attention and to generate emotions.
   
   -Use slow, immersive rhythms to convey depth, introspection, or connection.
   -Use music with percussion or strong transitions to express transformation, change, or action.
   
   Example: if you’re telling the story of how you overcame a professional crisis, don’t use a fast song just because it’s trending. Choose a soft piano piece or an emotional instrumental track.
3. Sonic branding for your brand
   Just as you have a visual logo, you can have a sound logo or a musical line that repeats in your content, videos, podcast intros, or presentations.
   
   This creates recall, professionalism, and emotional consistency.
   
   Real example: Netflix and its classic “ta-dum.” It’s a short sound, but unmistakable. That’s how powerful having your own sonic signature can be.

How to start applying this today

1. Conduct a sound audit of your brand
   What music plays in your store, videos, live sessions, or presentations? Is it aligned with what you want to convey?
2. Create playlists by intention
   You can have one for sales (energy), one for retention (calm), and one for inspiration (creativity).
3. A/B test your videos
   Test the same video with two different songs and analyze which one gets more retention or clicks.

So whether you sell physical products, digital services, or your knowledge as a personal brand, sound can be your best ally to create more human, memorable, and effective experiences.

And if you want your strategy not only to look good but also to sound the way it should, at Tribe we help you build a complete experience.

Would you like us to review your brand and give you personalized recommendations?
Your next sale might be… just one song away.