“The Part of the Music Industry That God Forgot”

In October 2020, the B2B (business-to-business) background music company Soundtrack Your Brand—formerly Spotify Business—launched the world’s first full-catalog on-demand streaming service for background music. Although background music providers have licensed, curated, and distributed music to businesses for nearly a century, they have only recently started embracing the new possibilities of streaming. Now, streaming is rapidly influencing the background music industry’s features, music selection practices, and economics. While scholars in music and media studies have extensively studied B2C (business-to-consumer) streaming services such as Spotify and Apple Music, they have largely neglected streaming’s impact on background music. This article investigates how streaming is impacting the B2B background music industry, drawing upon platform analysis, marketing materials, and interviews with background music CEOs and researchers. After reviewing background music’s history and effects, the article examines how streaming is influencing business-oriented background music features, such as scheduling, zoning, messaging, and monitoring. It then considers streaming’s impact on background music selection practices, demonstrating how businesses are increasingly using features popularized by mainstream consumer services, such as playlists, algorithmic recommendations, and massive catalogs of music. The final section explores how streaming is shaping the economics of the background music industry, particularly for rightsholders who have historically been underpaid billions of dollars in public performance royalties. I argue that streaming may improve background music’s efficiency for businesses, but it also potentially reifies broader concerns about social control, surveillance, and inequitable artist remuneration that have become increasingly prevalent in the streaming age.