It's a panoptic experience, being on hold while listening to someone singing about being on hold. Depending how long it takes for someone else to join the call, you could be listening for awhile. The music builds as time goes on, culminating in a spoken verse that begins: "Well, let me tell you all a story / about a man who was on hold all day..." This unusually self-aware song is the default music for a conference call service called UberConference, where "I'm On Hold" plays on a loop for anyone who calls in early, on almost every call that doesn't start exactly when it's scheduled to (or doesn't ever start at all). It's selected by nine out of ten call organizers, and plays over a million times per month, says Craig Walker, CEO of Dialpad, owner of UberConference.
Play music which is really suitable for on-hold calls. Generally speaking, the music should be in line with your brand image. The longer the average wait of a customer, the softer the music should be.

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Above all you must encourage the caller to remain on the line. Provide reassurance to your clients that an agent will be available soon and don’t forget to convey the idea that their time is valued and their call is important.