Walk the aisles of any store in any mall in America and you’re almost certain to hear music coming from above. Consumers know the familiar background tunes colloquially as Muzak.
Of course, that experience is feeling more and more like a relic of the shopping past. Physical retail is deteriorating, malls are closing and the Muzak brand is dead. The upheaval has been well documented.
Still, as the 2015 holiday season ramps up, music remains important to retailing, even as the way we browse and buy evolves. With commerce going digital and consumers glued to their smartphones, brands are trying to recreate the Muzak experience on their new most valuable real estate: Mobile apps.
This article originally appeared on Recode.net.