The Internet has, from its very outset, prioritised the visual over the aural. Sound has been avoided for a variety of reasons, but as the practical problems of bandwidth and space are diminishing, the aesthetic experience of web interfacing is rapidly undergoing a transformation. Sound itself is now marketed on the web, with website design businesses stressing the value of adding a range of sound-based products including voiceovers, sound effects and music loops, as a means of standing out in a competitive market.

This chapter includes an overview and analysis of the emerging uses of sound and music in websites. It explores the advantages and disadvantages of using auditory icons and musical earcons, and tackles how to minimise irritation and to identify user types. Issues relating to music in advertising play a significant role in the discussion, and draw upon a wide range of sources from environmental psychology to film theory. Bearing in mind existing studies exploring cross-cultural issues in website analysis, the study includes a brief analysis of specific promotional websites, focusing mainly on the McDonalds Corporation ‘I'm lovin’ it’ campaign and how its use of music reflects the cultural and political climate. Building on research into irritation and user types, these sites provide a springboard for further investigations into effective loop construction and approaches to interactivity.