Music Concierge
ears!
Rob Wood is the Founder and Creative director of the award-winning music consultancy service Music Concierge who design and supply bespoke playlists based on brand personality to leading retail and hospitality brands across the world. We chat to Rob about the big wide retail world…
2. What has been your most exciting project to date and what made it stand out from the rest? We’ve been lucky enough to work on many incredible projects and with many inspiring people. Being asked by Mulberry to design and supply their in‐store sound was one such highlight. The brief called for exactly the challenging type of creative solution we love realising. They needed the heritage of the British brand reflected, whilst also being utterly fashion forward, and at the same time being appealing to their wide demographic of fashion conscious young women and their mums who both love Mulberry.
1. Music Concierge has worked with some big names in the retail arena; how did it all begin and what was your inspiration behind starting the company? I’m proud to say we’ve built a service that many of the world’s best brands want to use. The inspiration behind Music Concierge comes from a deep passion for music and the realisation that many retail brands do not use it successfully. Having had a career as a music magazine editor and DJ, I was increasingly getting asked to give consultancy to brands on how they should sound and how they could use music to connect with different audiences. I realised that retailers weren’t using music effectively.
3. How does your service and company differ from your competitors? Traditionally the high street has been served by large technology companies who sell in lots of hardware to retail chains with a poorly conceived music solution bolted on. We’ve all heard this music which tends to be generic, unsophisticated and chart based. There’s a whole world of wonderful inspiring music out there which they completely ignore. Music Concierge takes a thoroughly music and brand‐centric approach, and uses music creatively to offer brands the highest level of playlist design. Rather than serving up the over‐ played, the clichéd, or the out right annoying, as passionate music gurus we spend ridiculous amounts of time uncovering hidden musical gems from international record fairs, the finest record labels, and the best independent record stores in London, New York, Paris and beyond. No stone is left unturned to bring inspiring and appropriate music to our clients. So I guess you could say it’s the
passion and level of expertise that our reputation is based on.
4. What has been your biggest challenge to date and how did you overcome it? Developing a brilliant solution for delivering playlists to anywhere in the world has been a challenge that’s been very satisfying to nail. We wanted to come up with a solution that’s perfect for brands with multiple stores in different countries. The solution needed to be easy to roll out and simple for staff to install, whilst giving head office peace of mind that the music is carefully managed and updated remotely by us so that its consistent and staff are freed up to focus on their jobs. So we came up with a great tablet that is both elegant, and easy for staff to plug and play, with new tracks seamlessly delivered to it on a regular basis. It’s proving very popular with retailers.
5. What are your plans for the future? We’re keen to carry on working with forward‐thinking brands that want to use music to connect with their audiences in a creative way. Whether it’s a luxury brand that needs to sound timeless, or a quirky high street operator that needs to sound original or full of personality, or simply one of those brands that just has to keep its finger firmly on the pulse of ever‐changing trends – we are up for the challenge!
Contact
Music Concierge T: +44 (0)20 7095 1615 W:
www.musicconcierge.co.uk
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www.a1retailmagazine.com
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