The overlooked power of on-hold music
- Daniel Schougaard
- Dec 10, 2025
- 5 min read
Updated: Dec 16, 2025
Waiting on hold is often one of the most frustrating parts of customer service. Callers face awkward stock music, repetitive loops, or long silence that leaves them feeling ignored. However, from a sonic branding perspective, this moment is full of potential. On-hold time can transform this experience from irritation into an engaging, brand-building event.
Please hold!
Why on-hold music matters
In many of our sonic identity projects on-hold music is often part of the scope. And even though it might not be the most sexy and trendy topic, our clients often end up realizing that it’s actually a unique opportunity for one-on-one communication with their target audience.
Being placed on hold can make customers feel stuck, powerless, and undervalued. Many callers are already stressed, seeking help or answers. So when they are met with silence or repetitive loops, it only heightens that irritation and makes the experience unpleasant. But music and sound can shift this experience from unpleasant to delight.
Research shows that the right background music can significantly reduce the perceived duration of waiting. For instance, a study published in the Journal of Applied Social Psychology found that callers perceived the waiting time as shorter when the music being played had a certain pulse, tempo and rhythmic feel.
Additionally, music with varied parts, instrumentation and harmonies can also shape emotions, reducing frustration during waiting times. Evolving music suggests progress, easing the frustration and creating a subtle sense of forward motion. Repetitive music, however, makes the listener feel stuck.
From a branding standpoint, this is one of the rare moments when customers are listening intently. Instead of silence or generic stock tracks that irritate, brands can use thoughtfully created music to make waiting feel shorter, improve moods, and turn it into a nice brand experience.
Sonic identity in action
Most brands invest heavily in visual identity like logos, colors, typography, and design systems. But sound adds a powerful dimension to recognition and emotional resonance. On-hold music, alongside interactive voice response (IVR) systems and recorded messages, forms a crucial part of the audio branding ecosystem.
Every call placed on hold is a chance to expose the caller to the brand’s sonic identity. A consistent use of the core sonic identity elements deepens recall. Subtle use in introductions, transitions, or within the hold music itself strengthens association. Music aligned with the brand values can make customers feel reassured, energized, or cared for.
Think of it as part of a holistic, multi-sensory brand experience. Just as retail environments use scent, lighting, and curated playlists to extend their identity, brands should treat on-hold time as a live demonstration of sensory branding.
Designing the right experience
On-hold music is part of a sonic identity and on the list of assets we deliver. Therefore it needs to be seen as an adaptation, 100% aligned with the overall sonic profile. And designing on-hold music and voice experiences should follow the same principles as any other brand communication: intentionality, consistency, and empathy.
Understand the context: Who is calling, and why? What type of situation are they in? Is it an emergency, a customer complaint or something more "neutral". Playing music not only fitting the brand but also appropriate to the context is crucial.
Choose the right tempo and style: Music tempo influences perceived time. Faster tracks make waiting feel shorter. Slower, more soothing pieces reduce anxiety. Matching style to brand personality ensures that the sound supports recognition
Create a sense of progress: Frustration grows when customers feel stuck. If the music evolves or subtly changes every 30-60 seconds, it creates the impression of forward movement. The sound itself signals that the process is ongoing, reducing the sense of inactivity.
Integrate sonic branding elements: Use your sonic logo or branded sound in transitions, message intros, closing, or as the on-hold music itself. Repetition is key in building recall.
Beware of audio quality: Audio played through the phone signal will be heavily compressed and in reduced quality. Therefore the mix and mastering of the music needs to be carefully adjusted through numerous testing.
Mind the voice: IVR systems and messages are part of the sound experience. The tone, pacing, and clarity of voice matter just as much as the music. The voice should embody the brand’s personality while offering guidance, warmth, and reassurance.
Measure impact: Like any other touchpoint, this can be optimized with data. Key metrics include average hold time tolerance, hang-up rates, call completion rates, and customer feedback. Over time, a well-designed sonic branding system can reduce churn, improve satisfaction, and strengthen brand perception.
Moving from filler to strategy
The common mistake is treating on-hold music as background noise, something cheap, generic, and secondary. In reality, waiting is an emotionally charged space where time stretches and frustrations build. Sound is the one tool that can reshape this experience.
Neglecting this touchpoint is a missed opportunity that can leave customers with a more negative impression of the brand. It can make them less patient, less satisfied, or even less loyal. Brands that recognize this touchpoint in the customer journey can turn this pain point into a moment of delight, improving the caller’s mood and reinforcing brand values.
This gap is clear in many brand strategies. While visual identity systems are carefully designed and applied, yet sonic identity is rarely merged into on-hold music and interactive voice response. This disconnect weakens the overall brand experience. By integrating these moments into the brand system, companies create consistency and strengthen recall across every interaction. Imagine the impact it can have if your customers hear the sonic connection between the music on-hold and the music in a TV ad.
Sonic branding is part of a broader approach called sensory marketing, which uses sight, sound, smell, taste, and touch to influence customers by stimulating emotional responses, shaping perception, and reinforcing brand identity. Within this framework, on-hold music becomes a powerful tool. Maintaining consistency across touchpoints ensures a cohesive brand experience and strengthens customer loyalty.
Looking ahead
Waiting on hold offers a rare opportunity: an audience that is fully attentively listening. Name one other situation where you have your customer's full attention, just waiting to be engaged?
On-hold music does not need to remain in the shadows. With thoughtful sonic branding, it can step into the spotlight as a powerful tool for shaping experience and brand perception. Done well, it turns waiting time into a branded moment that feels shorter, lighter, and more meaningful. It exposes customers to the brand's sonic identity at a time when they are paying attention, easing stress, fostering patience, and creating connection.
The next time you review your brand’s touchpoints, do not overlook this one. Waiting is not wasted time. With the right sound, it can become one of the most valuable and memorable experience in your brand journey
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