Suzanne Nelly, a Kenyan marketing strategist, has advised businesses targeting affluent customers to be deliberate about the type of music they play in their establishments and promotional materials, warning that unsuitable soundtracks can discourage potential high-end clients.
In a video shared online, Nelly explained that one of the most common mistakes businesses make when trying to appeal to luxury consumers is using overly secular or high-energy music. She cited Gengetone as an example within the Kenyan context.
“If you’re targeting high-end clients, the number one mistake is using overly secular music. An example in the Kenyan context is Gengetone music,” she said.
Gengetone, which emerged in Nairobi, blends elements of hip hop, rhumba, reggae, and R&B. While the genre has gained widespread popularity among younger audiences, it often features energetic beats and explicit lyrics that may not align with the calm, refined atmosphere typically associated with luxury brands.
@queensofmarketingafricaLuxury business success secrets
Music and Brand Perception
Studies in marketing and consumer behaviour show that music can significantly influence how customers perceive a brand. Slow, calming, or instrumental music is often used by luxury businesses because it evokes feelings of elegance, exclusivity, and sophistication.
High-end retailers and fine-dining establishments frequently rely on carefully curated playlists or custom soundtracks to reinforce their brand identity. In retail environments, slower-tempo music can encourage shoppers to spend more time browsing, increasing interaction with products and brand messaging. Similarly, upscale restaurants and lounges often use ambient music to create a relaxed yet refined setting that aligns with the expectations of premium clientele.
Research also suggests that instrumental or more refined musical genres tend to resonate better with luxury audiences. Without distracting vocals, instrumental tracks support the overall ambience and help maintain a sense of timelessness and exclusivity.
Aligning Sound With Brand Identity
Marketing experts emphasise that sensory elements such as sound, lighting, and interior design should work together to support a brand’s positioning. When the music in a space contradicts a brand’s image, it can create mixed signals and weaken its appeal to the intended audience.
Nelly’s remarks highlight the role of music as a strategic component of branding and customer experience. By selecting soundtracks that reflect the sophistication of their offerings, businesses aiming at high-end markets can strengthen their brand image, improve customer engagement, and create environments that match the expectations of affluent clients.