How OnBrand Keeps Centre Sound Fresh
Music moves quickly. A major cultural moment can dominate conversation overnight, and the soundtrack in a shopping centre needs to feel just as current. At OnBrand, we keep a close eye on what is happening across music and popular culture, then turn those moments into engaging playlists and activations that are ready for our clients to use.
Responding when a moment matters
When the news of Dolly Parton’s passing broke on 25 September, our team created and shared a dedicated tribute playlist just two days later. The playlist gave centres a thoughtful, appropriate way to recognise an artist whose music has connected with generations of shoppers.
We also timed a refreshed Michael Jackson playlist to coincide with the release of the Michael Jackson film in June. By connecting the playlist to a moment already in the public conversation, we gave clients a simple way to bring familiar, well-loved music into their centre experience at exactly the right time.
That same approach shapes our wider playlist planning. We have created playlists around cultural and entertainment moments including Late Night at the Proms, Comic Con, Glastonbury 2025, the Oasis reunion tour and the King’s publicly shared playlist. Our K-Pop playlist followed the genre’s growing popularity and the buzz around KPop Demon Hunters, while collections celebrating boy bands, the world of Bridgerton and orchestral pop give centres relevant choices for the conversations their customers are having.
We also make sure our playlists reflect the occasions that matter to different audiences. From an Eid playlist to a Championship football collection, we help centres mark key moments with music that feels appropriate, engaging and easy to schedule.
A soundtrack for the moment
Alongside these responsive ideas, we continually refresh seasonal playlists for moments such as Valentine’s Day, summer and Christmas. Whether it is a cultural headline, a new film release or a key date in the calendar, our aim is the same: give every centre music and messaging that feels relevant, considered and ready when it matters.
Because a great centre experience is not just seen, It’s heard.
