The short answer
At a product launch, it isn't the budget but the brand register that determines the music choice: an innovative tech brand calls for a different sound than an established family business. A flexible combination — acoustic at the reception, DJ at the networking moment — works for most launches, from €1,400 excl. VAT.
Here, music is brand communication, not background
At a wedding, you choose music that suits you. At a product launch, you choose music that suits the brand — and that's a different exercise. Every musical choice unconsciously conveys something about what's being launched: jazz feels established and refined, electronic beats feel young and forward-looking, an acoustic duo feels personal and warm. Guests often register that register unconsciously, but it does colour their first impression of the product.
Three brand registers, three musical routes
An innovative or technological brand benefits from contemporary, rhythmic repertoire — a DJ set with recognisable but not too dominant tracks fits better here than a classical ensemble. A premium or luxury brand calls for refinement: a jazz duo or acoustic ensemble (Along Comes Mary, from €900) underscores exclusivity without being intrusive. An established or traditional brand can, conversely, benefit from Belgian repertoire with a recognisable, warm feel — Belpop Acoustic (from €950) often fits better here than a more international jazz register. None of these routes is "more correct" than the other; the question is always which feeling the product needs to evoke.
The two phases of a launch
Most product launches follow a similar structure: an informational or ceremonial moment (the unveiling, the speech, the product demo) followed by a networking moment. During the ceremonial part, the music should stay completely silent or extremely subtly present — this is the moment when attention needs to be on the product, not the ensemble. Once the networking moment begins, the music can play a more active role: getting conversations going, adding energy, confirming the mood of "this is a moment to celebrate." An acoustic ensemble at the reception, followed by a DJ during the networking part, is therefore one of the best-working combinations — comparable to the structure that also works well at corporate events in general.
Space and set-up
Product launches often take place at venues not built for events — a showroom, a factory hall, a pop-up space. That makes technical coordination more important than at a classic event venue: check power supply, acoustics (hard surfaces reverberate strongly) and whether a stage is available or not. Acoustic ensembles are often the safest choice here, precisely because they have no dependency on power or PA. The full overview of what each ensemble brings technically is in sound equipment: what's included.
"At a product launch, I always ask: if this music were the only impression someone got of your brand, what impression would that be? That forces a choice that goes beyond 'what do we ourselves think is nice' — and that question almost always delivers the right route." Reinout Pauwels — music consultant at De Muziekvitrine
Budget and planning
For a combined format (reception + networking moment), expect €1,400 to €2,500 excl. 6% VAT, depending on ensemble choice and duration. Because product launches often have a fixed, non-movable date (tied to a marketing calendar), we recommend booking at least 2 to 3 months in advance. The full price breakdown per scenario is in what does music for a corporate event cost.