That might not seem unusual — hers was one of 300m streams that day on Spotify alone — but for Bettencourt, an album release is never just about t

The company that makes every other company’s vibe

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2024-04-30 00:30:03

That might not seem unusual — hers was one of 300m streams that day on Spotify alone — but for Bettencourt, an album release is never just about the music.

As she swept through each Tortured Poets Department track, she found herself thinking about her clients. Who would be a fit for these songs? Where could she imagine them playing? What kind of brand would be a match for the ethereal, melancholic sound?

Bettencourt is senior vice president of global account management and marketing for Mood Media, the biggest company you’ve never heard of. If Chanel or Foot Locker or Krispy Kreme were Taylor Swift, Mood would be the Jack Antonoff behind their retail locations.

Mood works with companies like Starbucks to determine the alchemy that keeps customers coming back. (Alexi Rosenfeld/Getty Images)

Mood Media works on all things vibe — a store’s soundtrack, scents, and signage — to capture a brand’s personality through the senses. They’re the global leader in a field known as retail atmospherics. And they’re behind most of the stores you visit every day.