Kenyan marketing expert Suzanne Nelly has advised businesses aiming at high‑end customers to carefully consider the type of music they use in their establishments and advertising, noting that inappropriate soundtracks may deter potential clients.
In a video shared online, Nelly said one of the “number one mistakes” businesses make when targeting affluent customers is using overly secular music. She specifically mentioned Gengetone, a Kenyan music genre blending hip hop, dance, and electronic beats.
“If you’re targeting high-end clients, the number one mistake is using overly secular music. An example in the Kenyan context is Gengetone music,” Nelly said.
Gengetone, which originated in Nairobi, combines elements from hip hop, rhumba, reggae, and R&B. It is popular among younger audiences but often features explicit lyrics and high‑energy rhythms that may not align with the calm, sophisticated ambience associated with luxury brands.
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                                                                             Suzanne Nelly   // Instagram

Music Influences Brand Perception

Research shows that music can shape how consumers perceive a business. Slow, calm, or instrumental music is frequently used by luxury brands because it evokes emotions linked to sophistication, exclusivity, and refinement.
Luxury retailers and fine dining establishments often use curated playlists or bespoke soundtracks to reinforce their identity. In retail, slower‑tempo music can encourage customers to linger longer, increasing engagement with products and brand messaging. In upscale restaurants and lounges, ambient music helps create a relaxed and elegant environment that aligns with customer expectations.
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Studies suggest that instrumental or refined music genres are more compatible with high‑end markets because they reflect values of timelessness and exclusivity. Instrumental tracks, in particular, avoid distracting vocals and support the overall ambience rather than drawing attention away from it.

Sensory Elements as Strategic Tools

Marketing professionals emphasize that all sensory elements, including sound, should align with a business’s brand strategy. Music that conflicts with brand identity can send mixed messages and reduce appeal to target clients.

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                                                                             Suzanne Nelly  // Instagram
Nelly’s guidance underlines the importance of music as a strategic tool in luxury branding and customer experience design. By selecting soundtracks that complement the sophistication of their offerings, businesses targeting affluent consumers can strengthen their image, enhance client engagement, and ensure their spaces reflect the exclusivity expected by high‑end clients.