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Listen to the full episode of Inside Business with DIRECTV featuring Jim Grandahl.
The Evolution of Music in Business Environments
Beyond Video: DIRECTV’s Hidden Musical Heritage
While DIRECTV is synonymous with video entertainment, many don’t realize the company has been providing music solutions to businesses for over three decades. Jim Grandahl, Senior Director for DIRECTV’s National Accounts Organization, explains this lesser-known aspect of their business offerings.
“DIRECTV obviously has been selling video entertainment, but we’ve been selling music services into bars, restaurants, waiting rooms, lobbies and break rooms for more than 30 years.” – Jim Grandahl
This service has become increasingly important as the dining landscape evolves. With the rise of delivery services and digital ordering apps, many restaurants have shifted away from traditional dine-in experiences. Yet even as physical dwell time decreases, the atmosphere remains crucial for both waiting customers and employees.
Creating the Right Atmosphere
The moment a customer walks into an establishment, they’re immediately immersed in sensory experiences that shape their perception—before they’ve even tasted the food or received service.
“If you think about when you walk into any establishment, one of the first things that you notice is the sound.” – Jim Grandahl
For full-service restaurants where customers might spend 45 minutes to an hour, entertainment options like live sports on TV remain essential. However, for quick-service and fast-casual establishments with shorter dwell times, thoughtfully curated music often provides the primary atmospheric element.
The Art of Musical Curation
Avoiding Common Pitfalls
Getting the music wrong can actively drive customers away. Grandahl identifies three common mistakes businesses make with their music choices:
“The first one is inappropriate music… The wrong vibe is another mistake… And then the other one is really just executional… where you just walk into a place and the music is either too loud to enjoy yourself and have a conversation or it’s so soft it barely exists.” – Jim Grandahl
These issues often stem from allowing employees to control music selection without proper guidelines. As Grandahl notes, “Your employees are not your customers. And none of your employees should be a DJ because what a 19-year-old server wants to listen to may be very different than what my parents want to listen to when they’re in the restaurant.”
Brand-Aligned Curation
Successful businesses ensure their music aligns with their brand identity.
“If you walked into a Texas Roadhouse and they were playing jazz, you would probably be like, what’s going on? This is a country music place.” – Jim Grandahl
The goal is to create a cohesive experience that reinforces the brand’s identity while enhancing the customer experience. Whether it’s a 50s-style burger joint playing oldies or a beachy restaurant featuring laid-back island tunes, the music should complement the overall concept.
Strategic Music Implementation
Music for Every Moment
Different times of day call for different musical moods. DIRECTV helps businesses implement dayparting strategies to match their changing clientele throughout the day.
“What might be appropriate for the late night crowd at 11 p.m. may not be the right vibe for 7 a.m. when folks are coming in for a breakfast sandwich and a cup of coffee.” – Jim Grandahl
This thoughtful approach ensures the atmosphere remains appropriate whether customers are starting their day with coffee or ending it with cocktails.
Creating a Seamless Experience
Music should create a consistent experience throughout the establishment, from the moment customers approach the entrance to when they leave:
“You know, what you don’t want to have is a convoluted experience where you go from the patio to the dining room to whatever, and there’s three different soundtracks that are being played. There is such a thing as trying to do too much with music.” – Jim Grandahl
While some businesses create different zones – like separate music for kitchen staff or restrooms, the overall experience should feel cohesive and intentional.
Enterprise-Level Control
Maintaining Brand Consistency
For multi-location businesses, DIRECTV offers centralized control over music across all establishments:
“We recently did this for a QSR operator with more than 1,000 locations… we narrowed it down to 20 channels. So those are the only 20 channels that their locations can have access to. They can’t get onto something that’s mature rated and has explicit lyrics.” – Jim Grandahl
This approach allows corporate headquarters to maintain brand consistency while still giving local managers flexibility to choose from approved options based on their specific clientele.
Seasonal Flexibility
The system also allows for coordinated seasonal changes across an entire chain:
“The day after Thanksgiving, when everyone now is in Christmas mode, they press the big button and all their locations are playing Christmas music. The location doesn’t even need to do anything.” – Jim Grandahl
This capability ensures that all locations can instantly adapt to seasonal themes or promotional campaigns without requiring individual location managers to make changes.
As businesses continue to recognize the importance of creating immersive, brand-appropriate atmospheres, music has emerged as a critical component of both customer and employee experience. DIRECTV’s comprehensive music solutions help businesses navigate the complex world of music curation, licensing and management across multiple locations.
By providing legally licensed content, customizable options, and enterprise-level controls, DIRECTV enables businesses to create consistent, engaging environments that enhance their brand identity—whether they’re serving breakfast to early risers or entertaining the late-night crowd.
For businesses interested in learning more about DIRECTV’s music solutions or signing up for service, visit DTV.biz/national or contact DIRECTV directly.
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