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Foreground Music

The story behind Muzak and its use of music as a psychological tool has been detailed elsewhere, notably in Elevator Music. Muzak, however, is only one part of an industry subset known as "music for business." In 1971, AEI Music determined that "real" music can be just as much of a tool for sales as elevator mush. Thus, AEI programs "foreground music" for stores such as the Gap, the Limited, and Starbucks. Unlike background/elevator music, AEIÕs tunes are made to be actively listened to. And unlike background music, foreground works as an branding tool, helping stores or restaurants define their image. It also helps draw the right crowd: rockers, ravers, boomers, jazz sophisticates, etc. Foreground music works as advertising, too. Starbucks, the Gap, and Borders sell house CD compilations of their music, allowing customers to bring the aura of the retail environment into their very own homes. For record companies, foregrounding provides another outlet for promotion. Both AEI and Muzak share the same bottom line. AEIÕs founder describes the network as a communications and marketing company rather than a music provider. And their strategy has proved so successful that Muzak has gotten into foreground music as well.