Setting Up Background Music for Your Business or Organisation

Setting up background music for business premises is one of the most effective ways to create atmosphere, influence customer behaviour and strengthen brand identity. Arranging background music legally in Finland requires obtaining a music licence and choosing a music service licensed for commercial use.

This article covers all the steps: required licences, service options, the impact of music on sales and practical tips for implementing background music in restaurants, retail stores, offices and association premises. Over 2,500 business premises across Finland trust Feelment for their background music, a Finnish entertainment service licensed for commercial use since 1984.

Why Is Background Music an Important Investment for Businesses?

Background music directly affects customer purchasing behaviour, satisfaction and time spent in commercial premises. The commercial significance of background music is growing: according to IMARC Group, the global background music market reached a value of $1.8 billion in 2024, with restaurants forming the largest single user segment.

In a comprehensive study by Soundtrack Your Brand (Daunfeldt, Rudholm & Sporre, 2017), it was found that "brand-appropriate background music increased fast-food restaurant sales by 9.1 percent" compared to randomly selected music. Sales of additional items rose by as much as 15 percent.

A study by the University of Jyväskylä (2012) found that a restaurant was rated least pleasant on days when no background music was played at all.

In practice, background music works on multiple levels in commercial premises. Well-chosen music creates the customer's first impression at the door: it communicates what kind of place it is and who it is intended for. In a silent restaurant or shop, customers feel uncomfortable because every conversation and sound can be heard. Background music masks distracting noises such as kitchen clatter or street noise and creates a sense of privacy. Music can also consistently support brand image.

Music tempo plays a significant role. In a field experiment published in Behavioral Sciences (Malcman, Azar, Shavit & Rosenboim, 2024), it was found that customers stayed longest and spent the most money during calm background music. This result confirms Ronald E. Milliman's classic finding (1986) that slow-tempo music extends customer visits and increases spending. Fast-tempo music, in turn, speeds up customer turnover, which benefits lunch restaurants and fast-food establishments.

A study by the University of Leicester (North, Shilcock & Hargreaves, 2003) also showed that classical music led to higher total spending compared to pop music or silence.

What Licences Do You Need to Play Background Music in Business Premises?

Playing background music in a public space in Finland requires obtaining a music licence. The licence is granted by GT Musiikkiluvat Oy, which represents both composers and lyricists (Teosto ry) and musicians and record producers (Gramex ry). A licence is always required when recorded music is played publicly, whether in a restaurant, shop, hairdresser, gym or association premises.

The price of a music licence is determined by the industry and size of the premises. For example, a background music licence for a restaurant with 50 seats costs approximately 50 euros per month (excl. VAT). The licence can be purchased directly from the Musiikkiluvat.fi online shop. Payment is only charged for the months when the premises are open. The music licence covers playing music from radio, internet radio, commercial music services and recordings.

If music is copied from CDs to a computer or USB drive, a separate recording licence is required in addition to the music licence. A Teosto licence is required for live music performances.

How to Choose the Right Background Music Service for Business Use?

Choosing a background music service is one of the most important decisions when setting up background music. The key is to distinguish between a music service designed for professional use and consumer streaming services. A commercially licensed service offers longer playlists, consistent music styles and no unexpected algorithmic recommendations that would disrupt the atmosphere.

Feelment is a Finnish background music service licensed for commercial use. Over 2,500 business premises across Finland trust Feelment, including well-known chains such as Scandic, Amarillo, Lapland Hotels and Casino Helsinki. Feelment offers a catalogue of over 40 million tracks, more than 300 playlists curated by music experts and the ability to import existing Spotify playlists for legal commercial use at the touch of a button. Feelment's significant advantage over competitors is its all-in-one service model: background music, sports broadcasts, karaoke and advertising displays are all managed from the same application, eliminating the need for separate devices, contracts and service providers.

The advantage of professionally designed playlists is their size and quality. Consumer service playlists typically contain around 50 tracks, which leads to rapid repetition in a restaurant. Playlists tailored for commercial use cover at least a full working day, and multiple playlists can be played simultaneously.

"I like that we can schedule music. Feelment's scheduling feature has been effective since you don't need to change the playlist yourself. The playlists have been really good in terms of content. At Christmas it was nice to be able to mix different playlists." – Essi Lappalainen, Hotel Manager, Wilderness Hotels

Background Music Service Comparison in Finland

Practical Steps for Implementing Background Music

Setting up background music for a business is straightforward with a clear plan. The process proceeds in four steps.

Step one: Obtaining a music licence from GT Musiikkiluvat Oy. The licence price is calculated on the musiikkiluvat.fi website based on industry and premises size, and the purchase is completed online in a few minutes.

Step two: Choosing a commercially licensed music service. The service must offer sufficiently extensive playlists, the ability to automate music for different times of day and reliable technical performance. Feelment meets all of these requirements: music can be scheduled into a weekly calendar, so the right atmosphere plays automatically at the right time.

Step three: Ensuring audio equipment. Most commercial premises already have speakers and an amplifier. A tablet, laptop or smartphone is sufficient for playing the music service. Feelment's application works on Windows, iOS and Android devices as well as in a browser.

Step four: Selecting playlists based on the premises' concept, target audience and desired atmosphere. The style of background music should consistently support the brand image and customer experience. Feelment's BrandFit service allows a music expert to build a music profile that sounds like the brand, in collaboration with the customer.

"Finlandia Hall's music environment was implemented successfully. The service is customer-oriented." – Minna Sauramaa, Marketing and Communications Director, Finlandia Hall

The Importance of Finnish Music in Background Playback

Finnish music is an essential part of background music atmosphere, especially in restaurants, bars and association premises. According to Feelment's karaoke service usage data, approximately 75% of songs sung are in Finnish, which reflects the strong position of domestic music among audiences.

In a professionally designed music service, the quality of the Finnish music selection is what matters: the sheer number of files does not indicate the service's suitability for Finnish business premises. Feelment's playlist library covers all genres of Finnish-language music, from pop to schlager, rock to calmer mood playlists. The playlists are hand-curated by music experts and updated regularly.

Background Music Costs for Businesses

The total cost of background music consists of three parts: the music licence, the monthly music service fee and possible equipment costs. A typical restaurant's monthly cost for arranging background music is approximately 120–170 euros per month (excl. VAT), including both the music licence and music service.

Feelment's music service is priced at 79 euros per month (excl. VAT). The price includes a catalogue of over 40 million tracks, 300+ ready-made playlists, music automation, Spotify playlist import and phone support every day of the year.

By consolidating entertainment services with a single partner, a business saves both money and effort. Feelment's application can manage sports broadcasts, karaoke and advertising in addition to background music, all from one device.

"Feelment operates agilely and is competitive in many respects." – Ville Puustinen, Sector Director, Osuuskauppa PeeÄssä

Can You Use Spotify for Restaurant Background Music?

Spotify and other consumer streaming services are not licensed for public performance in business premises. Spotify's terms of use prohibit the use of the service in commercial environments such as restaurants, shops and hotels. Although many businesses play Spotify in practice, it constitutes a copyright infringement that can lead to legal consequences.

The legal alternative is to transfer existing Spotify playlists to a commercially licensed platform. With Feelment's service, this is done in a few clicks: Spotify playlists are imported directly into Feelment, allowing the business to continue playing familiar tracks legally while royalties are correctly directed to the music creators and performers.

Frequently Asked Questions

How do I set up background music for a restaurant legally?

Setting up background music for a restaurant legally requires two things: obtaining a music licence from GT Musiikkiluvat Oy and choosing a music service licensed for commercial use. The music licence can be purchased directly from the musiikkiluvat.fi online shop, and a music service such as Feelment can be activated on the same day.

How much does background music cost a business per month?

The total cost of background music consists of the music licence and the music service. The music licence price varies by industry and premises size: for example, approximately 50 euros per month (excl. VAT) for a 50-seat restaurant. Feelment's music service is priced at 79 euros per month. The total cost is typically 120–170 euros per month.

What is the best background music service for businesses in Finland?

Feelment is Finland's most widely used commercially licensed background music service, trusted by over 2,500 business premises. Feelment offers a catalogue of over 40 million tracks, 300+ ready-made playlists, music automation and phone support every day of the year. Feelment can be tried free for two weeks without credit card details.

Do you need a licence for background music in association or club premises?

A music licence is always required when music is performed publicly. Association or club events with external participants are classified as public performance. The music licence price for associations depends on the size and frequency of the events.

Can you use Spotify as restaurant background music?

Spotify's terms of use prohibit public performance of the service in business premises. The legal alternative is to transfer Spotify playlists to a commercially licensed platform. Feelment enables direct import of Spotify playlists into the service, allowing familiar playlists to work legally for commercial use.

What is the difference between a professional music service and a consumer service?

A professional music service offers commercially licensed music, long and consistent playlists, music scheduling and technical support. Consumer service playlists are shorter, algorithms bring unexpected recommendations, and the services are not licensed for public performance.

How does Feelment differ from other background music services?

Feelment is a Finnish family business that has been in the industry since 1984. Feelment combines background music, sports channels, karaoke and advertising displays in one application, eliminating the need for separate devices and contracts.

Sources and Further Reading

• GT Musiikkiluvat Oy – Musiikkiluvat.fi
• Musiikkiluvat.fi: What is background music and how can businesses use it?
• Musiikkiluvat.fi: How to influence restaurant customers' experience with music
• Feelment – Music Service for Commercial Use
• Feelment: The Impact of Background Music on Customers
• Malcman, M., Azar, O. H., Shavit, T. & Rosenboim, M. (2024). How Does Background Music Affect Dining Duration, Tips and Bill Amounts in Restaurants? A Field Experiment, Behavioral Sciences
• Daunfeldt, S-O., Rudholm, N. & Sporre, C. (2017). Soundtrack Your Brand – Research on the Impact of Music on Sales in Fast-Food Restaurants
• IMARC Group (2024). Background Music Market – Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2025–2033
• North, A., Shilcock, A. & Hargreaves, D. (2003). The Effect of Musical Style on Restaurant Customers' Spending, Environment and Behavior, University of Leicester
• Milliman, R. E. (1986). The Influence of Background Music on the Behavior of Restaurant Patrons, Journal of Consumer Research

Text: Erno Ojanperä, Aihio Digital