Music service for businesses Cubic Music has discovered how things are with music in restaurants, who collects playlists and how music affects the atmosphere.
In recent years, Moscow restaurants have become increasingly reverent about music: resorting to music services, hiring editors and buying expensive equipment. The audio sequence has become an important part of the institution’s identity. Cubic Music chose six places where the choice of music is approached with particular care.
Pavel Makarov, music editor of the Coffeemania network:
I have been working at Coffeemania since 2003, I started studying music here in 2010. “Cafemania” raised me, one might say. He was always ahead. People came, they saw something new in Coffeemania – and it was not happening anywhere else. I got it.
For me, Coffeemania is a way of life and music is an important part of it. Many people try to copy this way of life and turn to me: “We want music like in Coffeemania”. But this is wrong. You have to present your vision.
I once had to fly to other countries, to look, to explore music in institutions. I was in France, in Germany, in the USA. It is important to be ahead. I wrote what I heard, I made acquaintances, I discovered new services for myself. You always want to find new, fresh music that people have never heard before. Such brain training is in progress, there is interest in finding something.
Sergey Moskvichev, director of the restaurant “Aist”:
To be honest, music is the restaurant’s secret weapon. You can enjoy your time in a restaurant and not even notice the music. In such a place, you realize on a subconscious level that you liked everything. Just a month later one realizes that the music was cool.
Once I was in a cafe in Stavroupoli, they were playing the piano in the background. Elsewhere, I could never stand a forty-minute concert on the piano, and there I had breakfast all the time. Only later did I realize that there was nothing wrong with me. I even liked that he played this piano.
Alexandra Stoyankina, director of the Gorynych restaurant:
It is important for us visitors to come for our uniqueness. To understand – only here will they get what they want, and nowhere else. Therefore, music is an essential aspect for us, almost 60% of the whole atmosphere.
We have a special person who deals with music accompaniment. There are writers – they work on new playlists, in general, on anything related to music. can you [Зарьков] and the Sun. [Тютенков] can comment if they have corrections.
We warn all visitors that we have very loud music. That’s part of the idea. Many react strangely to this, but those who come constantly understand. We have been doing this for a long time.
Anastasia Kudelya, founder of Zemlya Moscow:
In my opinion, music is generally the most important thing for the human perception. With its help, the visitor understands the essence and meaning of the institution.
In the morning we have discreet, light music. It is not even a living room, but something more relaxed. By nightfall, it becomes a little more mobile. Not for everyone to get up and start dancing – just so no one gets bored.
I choose all the music myself. Our playlist lasts 12 hours, I listen to it in full: I choose one track to combine with another – and so it grows into the night. I can not trust this to another person and hear that something light is playing now, and then suddenly heavy. Yes, this is a waste of time and resources, but when you are very happy with your project, especially the first one, you have to do it.
Galina Zatoplyaeva, Marketing Director of Perelman People:
For us, music is an equally important tool for creating atmosphere and communication with guests such as interiors, staff uniforms and décor. What will be the menu in the restaurant? Which wipes will we choose? What dishes? Which playlists will we choose? Thus, the music creates a certain level, which determines which guests we want to attract to the restaurant.
We collect playlists using various platforms, including SoundCloud. To do this, we involve someone from abroad. As a rule – well-known guys from the music industry with good taste. Sometimes we collaborate with bloggers and DJs.
Vladimir Perelman, as the ideological inspirer of all works, always listens to music content and gives his comments. He comes from a musical family and has a background to match. Therefore, we treat everything related to music meticulously and demanding.
Victor Khalyapin, CEO of Björn:
We want to play elegant music. So that there are recognizable compositions and the guest observes: “Oh, something familiar is playing!” I think it’s nice: he liked the composition, recognized it and at least got off the phone.
Sometimes I see people dancing around the table. With such a reaction you understand that the guests like the music. To the owner (Pavel Kulakov. – Note. ed.) she likes it too – the latest playlist has been playing with us for a long time, she never said “i do not like it”. That makes me happy.
Speakers: Dima Yakovlev, Artem Nikalev and Anton Borovoy.
Recording: Anton Borovoy