Maybe this hints at the reason why “classic” hold music can drive us crazy. “I argue the main torture results from repetition.” “I definitely think hold music has a negative effect on mental health,” says Dean Olsher, a New York-based music therapist. Neither was especially therapeutic because the sound quality down the phone line was really poor. The company went bankrupt in 2009 and was acquired by Mood Media, who ditched the Muzak name forever. Over the years this kind of background mood music became so prevalent at workplaces and hotels – with speakers hidden in the potted palms – that it sparked a backlash: the brand name Muzak became a noun with negative connotations. This kind of music was pioneered by the Muzak company beginning in the 1930s typically, it offered instrumental versions of popular songs, albeit recorded by major band leaders of the day. The stereotypical hold music is an insipid instrumental track, musical wallpaper similar to elevator (or lift) music. “And then more and more folks realised that this is a wonderful marketing opportunity in which one can convey messages about what’s happening with the business.” “At first the market adopted this idea of using music on hold to decrease the perceived waiting time and also to fill in those awkward moments of silence,” says Danny Turner, Mood Media’s global SVP of creative programming.
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