Deezer, a French on-demand streaming service has partnered up with McDonald's. 1,161 McDonald's locations will have access to an application that streams playlists customized by Deezer. In a statement from McDonald's VP, Nawfal Trabelsi said, "this new original and targeted music offer brings an answer to the needs of our consumers looking for an experience beyond catering." Deezer's goal is to create targeted sound environments for brands.
This reminds me of a partnership that iTunes and Starbucks entered around 2007 where Starbucks gave away free song downloads for iTunes and then anyone with an iPhone or iPod with internet access could get free wifi from Starbucks. In addition to that, the user could log into their itunes and find out which songs were playing over the Starbucks speakers and instructions on how to buy the songs. I'm not positive if this is still going on because I don't go to Starbucks, but my guess is that it is.
Teaming up with a retailer is a great way to reach an audience, because consumers hear music most places they go, whether they realize it or not. When a good song or playlist comes on though, the customer will notice it and want to know who the artist is and what the song is called.