Shopping at Aritzia is not only about finding that Talula Waverly Blouse for tomorrow night’s dinner party, it’s also about taking a journey through a store familiar to customers for its compelling soundtrack – music that customers will even tweet about.

Aritzia certainly attributes most of its success to its in-demand, fashionable urban attire, but also credits music for adding to its lounge-like store experience, employing a Music Director to curate and personalize each store’s playlist.

“We keep the music up-tempo, sexy, and relevant so our shoppers are excited to be in the store.”

“Our music program, like our windows, is meant to attract customers into our stores as they walk by,” says Music Director for Aritzia Sarah Lewitinn. “Countless customers have tweeted about walking into our stores because they heard a mixtape they loved, an artist they adore, songs that they can’t get enough of, and tunes they’ve never heard and are suddenly obsessed with.”

Founded by Brian Hill in Vancouver in 1984, the fashion boutique has been in business for 30 years, and has a growing portfolio of 60 stores across North America, including a 13,000-square-foot flagship store in perhaps the world’s most music-friendly city, Manhattan.

Aritzia curates each store’s playlist with its specific buyer demographic in mind – those between ages 15 and 30, with a modest budget, eager to be seen as uniquely independent, and open to discovering the terrific music playing in the background.

“With so many options to choose from, standing out from the crowd and attracting customers is crucial for all retailers, including Aritzia. We keep the music up-tempo, sexy, and relevant so our shoppers are excited to be in the store,” says Lewitinn.

A recent SOCAN study suggests that business owners feel music plays a vital role in the type of customer experience they want to create. For Aritzia, this couldn’t be more true.

“Aritzia is a business that understands completely the essential role that music can play in creating an optimal customer experience,” says Jennifer Brown, Vice President of Licensing at SOCAN. “Fine-tuning a music selection to appeal to specific customer demographics can be a make-or-break business decision. When it comes to music in business, a strategic approach definitely counts – and has the potential to dramatically affect the bottom line.”

The retail leader also considers the ears of its almost 2,000 retail staff, saying “By keeping our music fast-paced, our sales staff is kept happy and light on their toes, dancing around the store as they help our customers.”

Since music is key to the Canadian retailer’s success, being Licensed to Play music with SOCAN ensures that the songwriters, composers, and music publisher heard playing in its stores are fairly compensated for their extraordinary talent and hard work.

Taking it a step further, the fashion brand dedicates an entire section of its online magazine to music, calling it “In Review: Music.”

How you can make the most of music in your business – Tips from an expert

Sarah Lewitinn is a distinguished record producer, DJ (@ultragrrrl), music critic and Music Director for Artizia. Lewitinn recognizes the value that music can have on business, and works strategically with the Canadian fashion brand to ensure the music played in its stores adds the desired overall customer experience. SOCAN asked Lewitinn to share a few tips that SOCAN licensed businesses can use to optimize their music use:

  1. “Know your customer! It’s important to have an idea of what kind of music your clientele likes listening to when they’re not shopping so they feel at home within your stores.”
  2. “Up-tempo music makes the shopping experience more exciting and sexy, giving the client the most idealized version of how your product makes them feel.”
  3. “Keep things fresh! It’s great to update the music as often as possible because, not only does it reflect on your brand as being current, but it also rescues your staff from getting bored from hearing the same music over and over again.”

He’s played in acts that have opened for the likes of Robert Plant and Willie Nelson and played with artists like Feist, Kathleen Edwards and Jason Collett.

You’d expect that at some point, Afie Jurvainen, popularly known as Bahamas, would be done with being 20 feet from the spotlight, and show us there’s more to him than singing backup, or supporting someone else’s sound with his tasty, precise guitar playing.

“I was writing songs long before it was my profession, and I’m sure I’ll keep writing them afterwards, too.”

A few years back, Bahamas made a conscious decision to focus on his own music, and so the title of his third album, Bahamas Is Afie, can be seen as a declaration. In fact, he calls the album “a fully realized version of me.” Bahamas says he was referring to the fact that he played a lot of the instruments on the album.

“Not all, but enough so that the album has a unique tone to it,” he explains. “It’s a dangerous way to record, bordering on narcissism and the stroking of one’s ego. I’m not sure I’ll do that again anytime soon, but it sure was fun to try.”

Bahamas says that while making the record, he “started playing this game, like, ‘What would ‘80s Van Morrison do if he were producing this?’ or ‘What about John Williams?’” He was just trying to find ways of pushing himself past the initial song ideas.

“Often you end up realizing your instincts were in the right place and you go back to the first idea anyway,” Bahamas says. “But you get a chance to try out a lot of different musical directions, and I enjoy that process. I’m not really crazy about mixing, in fact I don’t really even like to be there. So the recording process is where I’ll try out most of my ideas.”

The fun and games manifested themselves in a headphone album full of gorgeous instrumentation, different flavours and Bahamas’ breezy voice. Considering how many songs deal with affairs of the heart, we asked the critically-acclaimed songwriter what the key is to penning songs about relationships without resorting to clichés?

“People have been trying to write and re-write love songs for so long now, so obviously it’s a deep well for many writers, and I suppose the only way I can create something legitimate and unique is to make it about my experience, my perspective,” he replies. “Even though it’s ‘my’ song, I do hope there’s a way for listeners to hear themselves in it.”

So, how is Bahamas adapting to being in the spotlight?

“It’s not like I’ve ever had any hit songs or big-time videos,” he says, “so my day-to-day experience is more or less the same as it was 12 years ago. I was writing songs long before it was my profession, and I’m sure I’ll keep writing them afterwards, too.”

Downtown Songs DLJ
Discography: Pink Strat (2009), Barchords (2012), Bahamas is Afie (2014)
Member since 2002

Turning the Page
“In high school, I met Carlin Nicholson and Mike O’Brien. They were a year ahead of me and I really looked up to them, musically speaking. We started playing together and making recordings, and a whole world of music opened up to me. Original music! Writing songs! I was very inspired by those guys, and 15 years later I still am. They’re busy with Zeus and I’m doing something, but we’re still tight, still writing, still playing. They changed my life when I was 16, and I’m forever grateful.”

There are no alchemists in the music business. No one has the ability to forge a composition from iron, wave a magic wand over it, and to turn it into gold.

There are composers who seem magical, though; who understand where popular music intersects with their own vision of the musical zeitgeist they hope to create. Every meticulously crafted piece they compose and arrange is destined for success.

For every Max Martin, however, there are many Max Kermans. Kerman, principal songwriter for Arkells, would love to know what elements of songwriting have led the band to their current level of success. Yet for him, as for most songwriters, it’s impossible to isolate the elements that connect with listeners. They’re simply there.

“We were writing for nobody, and that was the thing that connected with people.” – Max Kerman of Arkells

“I know the band has something special, but I think most bands probably think that,” Kerman says. “Our initial success, getting a shot at radio – that always felt a little bit like the luck of the draw.”

Perhaps, but like most successful bands, Arkells have made their own luck. The band members came to Hamilton as students and aspiring musicians, but they left as… well, they never left. They graduated from McMaster University, changed their band name to match the West-end street on which they lived, and came to identify with the city. Shows at smallish clubs like The Casbah became more and more of an event each time, as the city came to identify with Arkells. Their breakthrough single, “The Boss Is Coming,” was inspired by the Constantines, dates back to those Casbah days, and was notably different than most mainstream rock radio hits.

“The bands that we were listening to when we were writing Jackson Square were indie bands,” Kerman recalls. “Constantines, Joel Plaskett, Weakerthans, Cuff the Duke – those bands have all had amazing careers, they’ve always been beloved on the indie scene, but haven’t really been on [mainstream] radio. Maybe the difference between us and those bands is that our pop sensibilities come to the front in a more obvious way.”

In the second half of 2014, Arkells’ third album, High Noon, debuted in the number three position on the Soundscan charts. The album, produced by Tony Hoffer (Phoenix, M83), with some songs recorded by Eric Ratz (Metric), is poppy and well-produced enough to cross over into the mainstream without alienating their early, indie-minded fans.

“We’ve always been lucky in that we just had these songs that came very naturally,” says Kerman. “We were writing for nobody, and that was the thing that connected with people. So [now we] know that if we just do something that feels honest, with the band’s musical sensibilities in there, then hopefully it should be good.”

The internal mechanics of the band’s songwriting process work smoothly, in part because everyone in the group has their own area of concern. “Everybody’s opinionated about a particular thing,” Kerman says, “but often, it’s something about which the others don’t care that much. We complement each other. We all know that the song is the most important thing, so whatever’s good for the song is what needs to be done. So if that means you’ve been playing something you find really boring for a whole verse, you’ve kind of just got to do it.”

Since the release of High Noon, Arkells have successfully navigated around a few bumps in their road. The departure of founding member Dan Griffin, for example, could have thrown them off the rails, but his replacement, keyboardist Anthony Carone, filled that gap suitably, while bringing new dimensions to the band’s dynamic. This past fall, The Arkells drew the largest crowds to date at Hamilton’s Supercrawl festival in September, and played an unprecedented three nights straight at Toronto’s Danforth Music Hall in November.  Still, success is relative, and that fact keeps Arkells on their toes and on the road.

“It still feels like it’s so much a work in progress,” Kerman says. “We get our fair share of attention in Hamilton and Canada, but we spend a lot of time outside Canada and we’re really working hard at growing the audience. A lot of shows remind us of the days playing at the Casbah… and I love those shows.”

Publisher: Arkells Music Inc
Discography: Deadlines EP (2007), Jackson Square (2008), Michigan Left (2011), High Noon (2014)
SOCAN members since 2007 (Dan Griffin), 2008 (Max Kerman, Tim Oxford, Nick Dika), 2009 (Mike DeAngelis), 2010 (Anthony Carone)

Turning the Page
“It was the day we looked around and we realized none of us had jobs anymore,” says Kerman. “We were all sort of working part-time jobs as we were touring, and then one day – I think it was in the van – I looked around and said, ‘Wait a second, I don’t have a part-time job, and none of these guys do either.’ When we come home from a tour we can relax or work on more music. It was pretty amazing to realize the band is our job and it keeps the lights on.”