This qualitative study explores consumer perceptions of in-store background music and its role in shaping the retail environment. It identifies key functions of in-store music through interviews with consumers and professionals working with music curation and strategies, providing both supporting and contrasting insights. The study does not set out to examine particular environments directly; instead, it builds on the premise that the consumers highlight factors that are salient for them from memory and have stood the test of time. At first glance, the consumers in this study perceived in-store music as setting the mood and providing environmental cues. However, it quickly became apparent that certain environments cater to specific needs in the respondents' views. When music conveys something unexpected, contrasting previous experiences and notions, it can provide a tool for capturing interest and conveying store and brand identity. Equally important is when the store environment and brand do not leverage the possible communication, and instances of excommunication become present. Familiarity in the music was also found to be an important factor in facilitating memorable experiences. Overall, the study suggests that music plays various roles, both supportive and at times disruptive, in shaping the overall retail experience.