Retailers, restauranteurs and event organizers all know that music can be a magic ingredient to set the mood. We asked one of the country’s in-the-know music stylists, Noel Steen, for tips on improving your own tracks.

Match sound with brand. Steen’s Vancouver-based company, Music Direction, works with clients to create what he calls audio branding, choosing artists to match the image, whether it’s a club, a special event or a hotel venue. The concept started with work for Vancouver’s hip Opus Hotel, whose owners wanted to create something more customized than available via traditional services like Muzak or satellite radio music providers.

Use music as a design element. “Think of music as an interior design element as you begin to envision your event and venue,” urges Steen. Event organizers often sweat the details of décor, seating, room layout and technical equipment, only to leave the choice of music to chance with a production or A/V company.

Sell with your sound. Of all our senses, both sound and scent are “passive,” hitting us at a subconscious level: it's what makes music such a powerful medium. Think of how you want your guests to feel through each stage, and consider how music can energize, motivate, relax or signal a change.

Think about timing. Everyone’s been to at least one event where a live band plays to an empty floor or listless crowd: it’s all in the timing. “While you may want to showcase a great talent at your event, realize that people need time just to say hello to each other,” says Steen.

Be ready to make a switch. Think of music as a mood dimmer that you can be ready to turn up, turn down or switch genres if the crowd gets restless. Great DJs will know this, but less experienced ones may be slaves to their playlists.

Watch the volume. “The biggest mistakes I hear at events is that the music is either way too loud or way too high-energy at the wrong time – it stresses people out,” says Steen. “If it’s lunchtime and you’re playing club tracks, something’s going to feel out-of-place to your crowd.”

Find more tips for your meetings and events at ignitemag.ca. To share your own success or suggest a topic, meet us on facebook or at IgniteMeetingsConnect.

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