Major Danish supermarket chains are increasingly turning to royalty-free music in stores to cut costs, raising concerns among musicians and rights organizations about the economic impact on artists.
Growing Use of Royalty-Free Music
Supermarkets across Denmark are making a shift in their in-store music strategy, opting to play royalty-free background music rather than commercially licensed tracks. This change means shoppers may now hear generic, license-exempt music instead of popular Danish artists like Tessa or Tobias Rahim while browsing the aisles.
This growing trend has been observed particularly in chains such as Coop and Salling Group. The financial savings from avoiding music licensing fees have proven attractive to many retailers who see in-store music as a minor part of their operations, albeit one with relevance to customer experience.
Financial Motives Behind the Decision
The cost of playing licensed music in stores involves paying fees to Koda, the Danish agency responsible for collecting royalties on behalf of composers, songwriters, and publishers. For example, Koda estimates that background music for a store under 240 square meters costs about 430 kroner ($62) per month. For larger retail chains with multiple locations, licensing costs can add up to sizable sums.
Coop, which operates stores under various formats across the country, allows individual store managers to decide whether they use licensed or royalty-free music. Around half of Coop’s stores are independently run cooperatives, and many of them opt for free music solutions due to budget considerations. Company representatives indicate that without low-cost, license-free alternatives, some stores might not use music at all.
Different Strategies Across Retail Chains
Salling Group, which owns Netto, Føtex, and Bilka, also adopts a mixed approach. Shoppers in Føtex and Bilka stores can typically expect to hear commercial music year-round because those locations pay to use it. However, in Netto, a discount chain, royalty-free music is more common, particularly outside peak shopping seasons.
During the busy Christmas shopping period, for instance, the music switches to seasonal hits like “Last Christmas” as stores temporarily pay for performance rights. Outside those times, stores revert to nonlicensed audio to keep costs down.
Concerns from the Music Industry
While the move may make business sense for supermarkets, Danish musicians and advocacy groups are alarmed. The Danish Musicians’ Union says that the increasing use of cost-free music alternatives threatens the financial core of the local music ecosystem. Royalties from public performances are a key income stream for many artists, especially new and emerging ones.
The union warns that if more companies eliminate licensed music, it could negatively affect the entire industry, stunting the development of future talent. They also argue that royalty-free music often lacks character and emotional connection, diminishing the overall shopping experience for customers.
Royalty-Free Soundtracks Versus Artistic Value
Critics of the trend describe the in-store royalty-free playlists as bland and repetitive. The tracks are usually mass-produced to avoid copyright protection and are rarely created by well-known musicians. This makes them more affordable but potentially less engaging for shoppers, who may perceive a drop in the quality of their retail environment.
Industry Response and Outlook
Koda has reported a small but noticeable increase in stores using royalty-free alternatives. While the organization acknowledges that not all businesses can afford full licensing at all times, it remains concerned that this trend undermines the value of Danish music and the rights of creators.
As businesses continue to balance cost efficiency with atmosphere and customer experience, the music played in-store is becoming an increasingly strategic decision. Whether this will lead to long-term changes in how music is valued in public spaces across Denmark remains to be seen. For now, Danish artists and rights groups continue to advocate strongly for the importance of licensing and support for local music.
