I was recently on several Icelandair segments. They play music from an Icelandic artist during boarding. The current selection sounded similar to melllow elevator muzak. I didn't mind it and it was the same music for all the segments I boarded so it seemed to add some familiarity to the experience. The IFE screen gave out artist information and the airline offers the cd up for sale, adding to their mandate to promote all things Icelandic. The planes are even named after volcanoes!