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COPYRIGHT 2006 All rights reserved. Reproduced by permission of The Condé Nast Publications Inc.
If you blindfolded Dana McKelvey and led her into a retail store, a restaurant, a doctor's office, or a bank, she could tell fairly quickly whether the music playing in the background was Muzak. You may think that you would be able to tell, too, but unless your job is creating Muzak programs, as McKelvey's is, you probably wouldn't. The syrupy orchestral "elevator music" that most people associate with the company scarcely exists anymore. Muzak sells about a hundred prepackaged programs and several hundred customized ones, and only one--"Environmental"--truly fits the stereotype. It consists of "contemporary instrumental versions of popular songs," and it is no longer terribly popular anywhere, except in Japan. ("The Japanese think they love it, but they actually don't," a former Muzak executive told me. "They'll get over it soon.") All of Muzak's other programs are drawn from the company's huge digital inventory, called the Well, which contains more than 1.5 million commercially recorded songs, representing dozens of genres and subgenres--acid jazz, heavy metal, shag, neo-soul, contemporary Italian--and is growing at the rate of twenty thousand songs a month. (Some record labels now upload new releases directly to the company, which, like a radio station, pays licensing fees for the songs it uses.) The Well includes seven hundred and seventy-five tracks recorded by the Beatles, a hundred and thirty by Kanye West, three hundred and twenty-four by Led Zeppelin, eighty-four by Gwen Stefani, a hundred and ninety-one by 50 Cent, and nine hundred and eighty-three by Miles Davis. It also includes many covers--among them, versions of the Rolling Stones' song "Paint It Black" by U2, Ottmar Liebert, and a late-sixties French rock band with a female vocalist (who sang it in French) and approximately five hundred versions of the Beatles' song "Yesterday," which, according to Guinness World Records, is the most frequently covered song in the world.
"There are so many songs out there that if I listened to just one I'd never know whether it was Muzak or not," McKelvey, who is twenty-six years old, and has the kind of soft, persuasive voice that would sound good on late-night radio, told me. "But I could tell if I listened to the flow of a few. The key is consistency. How did those songs connect? What story did they tell? Why is this song after that song, and why is that one after that one? When we make a program, we pay a lot of attention to the way songs segue. It's not like songs on the radio, or songs on a CD. Take Armani Exchange. Shoppers there are looking for clothes that are hip and chic and cool. They're twenty-five to thirty-five years old, and they want something to wear to a party or a club, and as they shop they want to feel like they're already there. So you make the store sound like the coolest bar in town. You think about that when you pick the songs, and you pay special attention to the sequencing, and then you cross-fade and beat-match and never break the momentum, because you want the program to sound like a d.j.'s mix." She went on, "For Ann Taylor, you do something completely different. The Ann Taylor woman is conservative, not edgy, and she really couldn't care less about segues. She wants everything bright and positive and optimistic and uplifting, so you avoid offensive themes and lyrics, and you think about Sting and Celine Dion, and you leave a tiny space between the songs or gradually fade out and fade in."
Muzak's corporate headquarters are in Fort Mill, South Carolina. Naturally, there's an awesome sound system, which extends into the parking lot but not (for deeply felt symbolic reasons) into the elevator. McKelvey works in a section of the building called the Circle, a curved arrangement of cubicle-size offices, which are the only Muzak work spaces that have doors. She has spent many hours behind hers, listening to hundreds of songs and thinking about how best to employ music to further the marketing ambitions of the hundred or so clients she manages at once. At the time I visited, she was working on a proposal for a prospective customer, a French-owned chocolatier in New York City. "They want the program to include music from everyplace in the world where cocoa grows," McKelvey told me. "It's a challenge, to say the least, but it's fun." Shortly before we talked, she had been listening to lounge...
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