Why Entuned Exists
Retail music never had to prove it worked. Now it does.
Walk into most multi-location retailers and the music sounds like it was chosen by a vendor who never visits the store. Mood Media, Soundtrack Your Brand, the rest of the catalog incumbents, all sell the same thing. A customer picks a genre, picks a mood, pipes it through the ceiling speakers. Whether any of it moves a shopper to stay longer or spend more, nobody is asked, and nobody answers. Retail analytics vendors wire up thousands of stores with sensors that count every footstep. The audio running over those shoppers has never been part of the conversation.
Researchers have known for decades that music changes how customers behave in stores. Areni and Kim showed in 1993 that shoppers in a wine store spent more when the background music matched the merchandise. Milliman ran the foundational tempo studies in 1982 and 1986. North and Hargreaves kept adding to the literature through the 1990s and 2000s. These are cited, replicated, public findings. They sat in peer-reviewed journals while an entire industry kept selling playlists.
The dataset that would prove any of this commercially has never been built. It doesn't exist. Not because nobody wanted it. Because building it required things that weren't possible until now.
In late 2024, two things happened at once.
Generative music got good. A composer working with the current tools can produce a finished track that sounds like a record, not a toy. Daniel can compose original pieces without licensing constraints, without catalog limits, and without the lyrical content a family retailer cannot put over its speakers. This is original music made for a specific purpose, not a track pulled from a library someone else also pays to use.
At roughly the same time, retail analytics platforms opened their store-level behavioral data through API. Foot traffic, dwell, conversion, transaction counts. The sensor infrastructure was already there. What was missing was anyone doing anything with the audio side of the store that could be measured against it.
The pieces were on the table. Somebody needed to understand both sides well enough to connect them.
Daniel Fox
Daniel Fox bootstrapped Skreened to eight-figure annual revenue in six years. 180 employees, multiple production facilities, and in 2013 dual recognition as one of Ohio's fastest-growing companies and one of its best places to work. After exiting, he went back to a long-standing interest in music as a technical discipline. Working as a producer and composer, he built a working model of how specific musical choices shape how customers feel and behave in stores.
That model became the basis of Entuned. We make original music for multi-location lifestyle retailers and measure whether it moves the numbers that already matter to their operators. There is a patent-pending element to the work. We are not publishing the details.
He also noticed something the music business kept missing. The value was never in the songs. The value was in proof that a store's music changed how the store performed. Denver, CO.
The value was never in the music itself. It was in the proof that the music worked.
Mrinmayi Katti
Mrinmayi builds the data pipes that make the measurement trustworthy. At Loxo she designed distributed migration workflows that moved 200K+ records per run at 99%+ data fidelity and shipped containerized pipelines on Kubernetes for production reliability. At Reliance Jio her A/B testing work contributed to an 18% retention lift at scale.
At Entuned she owns the measurement side of the pilot. When a retailer asks whether the music moved conversion in a specific store on a specific Tuesday, she is the person who can answer.
Entuned makes and streams original soundtracks inside retail stores and reads the behavioral data the retailer already collects. The pilot starts with an intake that produces a brand brief — the ceiling the system never operates outside of. Tempo range, mood vocabulary, lyrical guidelines, what the brand should never sound like. The brand's point of view is the starting point. The measurement proves it's working.
The pilot is free. The music is original. The retailer owns the result.
Every pilot answers one question the current music industry cannot. Does this music make this store perform better than the music it had before. That is the question multi-location operators have been asking quietly for years.
Mood Media has 500,000 locations under contract and no measurement story to tell any of them. The missing piece has always been proof.
That is the work.
Explore open roles, read our press coverage, see the science, or start with What Is Entuned and The CFO's Case for Retail Audio.