FREZYA releases ‘FURTIVA’ as a clearance-ready, royalty-free music asset for gaming, film and online creators

Lokidio Lab has announced that the debut single from virtual vocalist FREZYA, the seven-minute cinematic track “FURTIVA”, is now available to global creators as a commercial, royalty-free audio asset with a clearly defined license.

Rather than being released as a conventional single only, FURTIVA is positioned as a classified audio asset: a long-form, Leonida-aesthetic–inspired “midnight heist” piece designed for use in interactive and narrative media. 

Musically, FURTIVA blends dark, Mariachi-inspired brass with phonk-weight 808s and an Amapiano-leaning rhythmic grid – a modern hybrid built for night-drive sequences, high-risk missions and extended set-piece storytelling.

In parallel with the track, Lokidio Lab is launching the LPSV-01 Open framework - a license standard that treats music as a technical asset rather than a subscription product. Under LPSV-01 Open, FURTIVA is released as a clearance-ready track with:

- full commercial, royalty-free usage rights for eligible creators (no subscription, no per-use fees, no revenue share for covered uses)

- a PDF certificate that can be presented to platforms, publishers or partners as proof of license

- protocol metadata designed to support verification and reduce Content ID / DMCA friction wherever reasonably possible

“Our goal is for music to function like a predictable, verifiable digital asset – something creators and studios can integrate without worrying that a single track will take their project down,” the Lokidio Lab team told That's Business.

“FURTIVA is the first iteration of that approach, particularly for gaming, streaming and story-driven environments that lean into the Leonida-style heist aesthetic.”

LPSV-01 Open is aimed at streamers and VTubers, RP communities, game developers, trailer and promo teams, and film, TV and streaming productions that require a clearly documented, verifiable source of music for long-term projects.

FURTIVA is available for listening, direct download (MP3/WAV) and certificate access via the dedicated FREZYA portal:

https://frezya.ai/

https://lokidiolab.com

Local playlists measurably improve hotel experience. HearDis! and Motel One present music study

What people feel in a place is shaped not only by architecture, design, or service, but also by music. 

A new European pilot music study by HearDis! in collaboration with Motel One provides the first data-driven evidence of how local music influences the hotel experience. 

The results demonstrate clear positive effects on sense of place, guest satisfaction, and cultural curiosity.

HearDis! has long been creating music programmes for Motel One and The Cloud One Hotels. These playlists form part of the Motel One Group’s brand commitment to making cities and their identities holistically tangible. The study examined the measurable contribution local music makes to guests’ sense of arrival and overall quality of stay.

The findings show a strong impact of local music on the guest experience. Guests exposed to local playlists were almost three times more likely to feel connected to the destination than those listening to non-local playlists. 

Overall satisfaction also rose significantly, with guests rating their stay as good or very good rising from 66% to 79%. Local playlists also strengthened cultural curiosity and the impulse to discover new artist.

The pilot study was conducted as part of the EU-funded Horizon Europe research project OpenMusE, which investigates innovative and fair usage contexts for music across Europe. Six Motel One Group hotels participated.

Each hotel played two brand-fit music programmes across two phases, identical in atmosphere and brand alignment. The sole variable was content locality: one playlist without local references and one featuring local artists, language, or regional context. Guests and employees evaluated their experience anonymously without knowing the study purpose, enabling a reliable comparison.

“Our guests should not just stay in a city – they should truly arrive, emotionally and culturally. This study shows that music is a highly effective yet often underestimated part of the guest journey” Susan Schramm, CMO of the Motel One Group told That's Business. 

“Local music strengthens the sense of place and measurably enhances the overall experience – regardless of age, gender, or musical taste. 

"This proves that music serves as a strategic component of modern hospitality experience, which we will continue to develop and scale together with Motel One,” adds Sören Maisch, Director In-Store Music at HearDis!.

The study highlights that effectiveness is not driven by song recognition, but by music’s ability to convey the character of a place. Local playlists make a destination’s identity audible and create a cultural connection between brand, city, and traveller.

Motel One and HearDis! will further develop and expand local music programs to embed local profiles consistently along the guest journey while increasing visibility for local artists.

www.motel-one.com 

Turn Your Soundtrack into Sales: How Cafés, Lounge Bars, Hotels and Spas Can Sell Their Background Music

In hospitality, atmosphere is everything, and music plays a vital role in creating it. 

The right soundtrack can turn an ordinary visit into a memorable experience, setting the tone for relaxation, connection, and comfort.

But have you ever noticed customers asking, “What’s this song?” or “I love your playlist. Do you sell it?”

That question signals an opportunity: turning your background music into an additional revenue stream.

Why Music Matters to Your Brand

Music isn’t just something playing in the background, it’s part of your brand identity. A well-curated soundtrack:

Encourages customers to stay longer

Enhances their emotional connection to your business

Shapes their perception of your style and values

When people enjoy the music in your café, bar, hotel or spa, they associate it with the comfort, calm or energy they felt in your space. Offering the same music for sale lets them take that feeling home — and gives you a new way to connect with them.

Selling CDs or Digital Albums

You don’t need to stock hundreds of titles — just a small, carefully chosen selection that reflects your venue’s atmosphere.

Cafés and coffee shops:

Display a few “Café Vibes” CDs near the till or on a shelf beside your merchandise. Include acoustic, indie or lo-fi chill albums that complement your brand.

Lounge bars:

Feature smooth jazz, soul, or chillout collections. Create a “Music from the Bar” corner, complete with candlelight and QR codes linking to digital playlists.

Hotels:

Stock curated CDs or download cards in reception or gift shops. Guests often want a memento of their stay — your hotel soundtrack could be exactly that.

Spas:

Your calming playlists can easily become “Spa Sounds” albums. Offer relaxation music for home use, perhaps bundled with aromatherapy oils or gift sets.

Get the Licensing Right

If you already play licensed music through PPL PRS, you’re covered for playing it on-site, but not for reselling recordings. You’ll need to stock officially licensed CDs or work directly with labels, distributors or independent artists. Many will offer wholesale pricing and even promotional materials for display.

Partner with Local Artists

Supporting local musicians benefits everyone, you, your customers, and the artists themselves. If your background music includes regional talent, invite those musicians to sell CDs through your venue. You could even host “acoustic evenings” or listening sessions to draw in more footfall.

Go Digital QR Codes and Playlists

If physical stock isn’t practical, go digital. Display QR codes at tables or near reception linking to your Spotify or Apple Music playlists. You can even earn affiliate income from downloads or streams while enhancing your brand’s digital presence.

Why It Works

It creates an emotional connection between your atmosphere and your guests.

It enhances your brand, turning your venue’s “vibe” into something tangible.

It supports artists, especially if you feature local or independent talent.

It adds a revenue stream with minimal setup.

The Sound of Success

For cafés, lounge bars, hotels and spas, music is part of the sensory experience. By selling your soundtrack, you extend that experience beyond your walls — giving customers something to remember you by and turning ambience into opportunity.

So next time a customer says, “I love this music,” make sure your reply is:

“You can take it home with you.”

Why the Right Background Music Matters for Your Business

When customers step into your business, the first things they notice aren’t always visual. 

The atmosphere, the sounds, scents and general feel, shapes their first impression just as much as décor or customer service. One key part of this is the background music you choose.

Music sets the tone for your space, but if it doesn’t match the mood or concept of your business, it can end up creating confusion, distraction or even discomfort for customers.

Why Music Choice Matters

It shapes customer experience: People often associate music with emotion. Gentle, ambient tunes can create a calm and welcoming environment, while upbeat tracks can energise a space.

It influences behaviour: Studies have shown that background music can impact how long customers stay, how much they spend, and how positively they view the business.

It reflects your brand identity: Just like your logo, colour scheme, and customer service, the music you play is part of your brand.

When the Music Doesn’t Fit

I once visited a traditional Indian restaurant that was serving some incredible food, rich curries, freshly baked naan, fragrant spices filling the air. The décor was beautiful, clearly designed to reflect Indian heritage.

But in the background, instead of traditional Indian music or even subtle instrumental tracks, the speakers were playing The Beatles. Don’t get me wrong, I love The Beatles. But in that setting, it felt out of place. The music clashed with the carefully designed atmosphere and slightly took away from the immersive experience the restaurant was clearly aiming for.

This wasn’t a deal-breaker, of course, the food was still excellent, but it was a reminder of how music can either enhance or disrupt the overall ambience.

Tips for Choosing Suitable Music

Match the theme of your business: A spa might benefit from calming instrumental music, while a trendy café could thrive with lo-fi beats or soft jazz.

Think about your customers: What age group or demographic are you serving? What kind of music would they find comfortable and enjoyable?

Keep it consistent: Avoid jarring shifts in style or volume. A smooth, carefully curated playlist helps maintain atmosphere.

Consider the volume: Too loud, and it’s intrusive; too soft, and it disappears into background noise without impact.

Legal and licensing matters: Ensure you’re using music legally, with the correct public performance licences.

Background music shouldn’t be an afterthought, it’s an essential part of the customer experience. The right soundtrack can elevate your business, make your brand more memorable, and encourage people to stay longer.

So, whether you’re running a restaurant, shop, café or salon, take the time to ensure your music is not only suitable, but also a seamless part of your brand story.

Do your premises have the Arghhhh factor? Are you chasing your customers away?

Study illustrates the danger of retailers leaving the sound of their brand to chance.

Apparently half of Britain's shoppers have left a store because they were annoyed by the music. This is the result of a study carried out by Immedia Plc, which develops music strategies for retailers.

The findings illustrate the danger High Street brands face by not developing a suitable 'sound' for their brand.

1,000+ shoppers were asked both about their attitude to in-store music, and about how music affects them psychologically and emotionally.

Key results are as follows:

* Three-quarters of shoppers (73%) will notice the music playing in-store

* Out of those that do, 40% will stay longer in a shop if they feel the music is well chosen for the environment. Conversely, 40% will spend less time there if they feel the music isn't suitable

* In fact, 49% of all shoppers said they have stayed longer in shops because they like the music vs 45% that don't

* Excluding don't knows, half of all shoppers say they left a shop because they didn't like what was playing or because it was annoying

* Overall, a quarter of shoppers (23%) say they would be less likely to return to a retailer if they don't like the music it plays

Commenting on the results, Immedia Plc CEO Bruno Brookes said: "Brands currently spend upwards of £25 billion a year on visual point of sale material, that's according to the Institute of Sales Promotion).

"However, while the retail, hospitality and FMCG industries take great care in thinking about what customers see, nowhere near the same investment goes into optimising what they hear.

"In fact, audio is the single most effective way to capture the attention and imagination of people who are on the move inside your shop or restaurant. This is supported by numerous scientific studies that demonstrate how an effective music strategy does everything from improve staff morale to enhance the customer experience, to, crucially, increasing sales.

"Especially given the challenging economic environment, it is important to optimise every element of a customer's sensory experience. As a result, we are working with an increasing number of high street names who want the competitive edge that a well thought out music and sound strategy will give them."

According to Immedia's scientific advisor Dr Vicky Williamson: “Music can profoundly affect our mood, emotions and energy levels. Studies have shown that we naturally exploit these effects everyday by using music to optimise our state of mind.This new survey demonstrates how similarly important ‘background music’ is to our shopping experiences. Music is no less powerful just because it is chosen by someone else.

“In specific terms, in-store music should be chosen with care and attention to the brand or product identity. Studies have shown that a poor degree of fit between brand and music can result in negative customer feedback, lower sales, and fewer customer referrals.

“Capitalising on the general effects of music will only get you so far in boosting a shopping experience. Maximising the positive impact of in-store music requires an understanding of how to match sound and brand.”

To highlight the impact sound has on UK shoppers, Immedia has today launched a new 'Sound of Your Brand' website (www.immediaplc.com).

This includes a blog about retail engagement and music psychology, links to research about music in retail, and a music-themed social area where consumers are invited to engage with Immedia.

(EDITOR: And in my experience as a retail expert (being shopping for more years than I care to remember!) any music that is too loud in a shop is a bad choice.)