The remixes allow retailers to reinforce their identity as trendsetters without alienating older consumers, who like the original recordings even if they are pasted into radically different songs, said Lori Campion, a music programmer at Muzak Corp.
Retailers have experimented with edgy non-holiday CDs -- Pottery Barn, for example, pushed its Margarita Mix, a Latin music CD, for summer parties -- but when it comes to the holidays, until now they have stuck with a well-worn combination of original Christmas classics, performed by the likes of Ella Fitzgerald and Dean Martin, and updated pop recordings of the same songs.
Dan the Automator remixed a Dean Martin rendition of "Jingle Bells."
(Courtesy Of Rock River Communications Inc.)
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Pottery Barn, Old Navy and Sunglass Hut are doing more than just playing the remixed holiday music: They're putting their brand names on CDs and selling the sound, the latest variation on the now-widespread practice of selling stores' music selections.
At least one retailer is giving the holiday remix away. Starting in mid-November, shoppers who buy Levi Strauss Signature clothes at the Midwestern discounter ShopKo Stores will receive a remix holiday album.
Several more chains, such as Adidas, Aeropostale and Cingular Wireless stores, will work remixed holiday songs into their in-store music programs, according to the companies that supply the songs.
Inside Sunglass Hut, sales clerks say that the right blend of fast-paced music around the holidays not only boosts spirits, but also sales, said RachaelAnthony, manager of the chain's Fair Oaks store. "It reminds people it's time to buy gifts," she said.
Mary Perriello of the District has already completed her holiday shopping. But when the Christmas music begins playing in the mall, she has found herself browsing for products she doesn't need -- "Christmas tree ornaments, for sure," she said. "It makes you want to shop."
The idea for remixing classic holiday songs for retailers originated with Rock River Communications Inc., the country's biggest supplier of branded music to chain stores, including Pottery Barn, Gap and J. Crew. After almost a decade of producing holiday tunes for retailers, Rock River decided just about everything had been tried -- pop musicians performing Christmas classics, orchestras performing classics, jazz bands performing classics.
"A lot of the remakes feel really disposable," said Jeff Daniel, Rock River's president. "Christina Aguilera did a version of 'The Christmas Song.' Does that make you want to sit around the fire with your family? I don't think so."
So Rock River tried remixes, licensing original holiday classics from record companies and then asking disc jockeys and producers such as Dan the Automator to rejigger them for this season. The company imposed one requirement: They had to use portions of the original recording.
