How to Pick the Right Music for Your Store

	Urban Outfitters' Playlist eclectic rock, perfect for a younger demographic

Woe to any business that isn't rocking out the right way.

Just ask former Olympic figure skater Rosalynn Sumners. Known for her creativity on the ice, Sumners' choice of music would make or break a performance. "Music is the first thing the audience goes toward," she says.

Similarly, "It's something about the mood that drives you in [or out] of a store," she says.

For her new high-end home decor boutique, Bella Tesori, in Kirkland, Wash., set to open in the next month or so, Sumners is carefully developing a playlist of music that makes you feel good but won't put you to sleep, including artists like singer and actress Minnie Driver, instead of the overplayed Nora Jones.

Downtown Frequency

Sumners says most New York City stores understand their audiences, so I took a walk through Soho to see for myself.

Armani Exchange on Broadway delivered the expected wall-shaking bass that thumped its brand too loudly for my tastes and eardrums. In contrast, I was pleasantly surprised by the Adidas (ADDYY Quote) store's melodic indie rock, which made it feel like less of a branded wonderland.

Specialty boutiques on side streets ranged from crackly stereos playing oldies stations to quality speakers hooked up to iPods. My conclusion: Some business get it, others need sound schooling.

He's Got the Beat

During his 25 years in the music industry, disco-era pioneer and DJ Barry Lederer has worked for the who's who in the fashion world and all the big-name department stores, including Macy's (M Quote), Saks (SKS Quote) and Bloomingdale's, helping them create the ideal aural environment.

In the mid-'80s, MTV drastically changed the way stores presented music, Lederer explains. Store owners and designers alike became more aware of new music because it was presented visually through music videos. Emerging brands like Calvin Klein began avoiding overly-commercial Muzak and dated artists.