The Seattle Seahawks opened their locker room to the media Thursday afternoon, three days before the flight across the country for a week's worth of Super Bowl XLVIII hype, and as with Sundays at CenturyLink Field, it was all about the noise.

While reporters probed various members of the newly crowned NFC champions for their thoughts, Pro Bowl running back Marshawn Lynch stood at his luxuriant locker playing deejay, blasting an eclectic ensemble of hip-hop tunes through his iPhone-programmed portable sound system.

It was Beast Mode meets Beats Mode -- an everyday occurrence at the team's training facility, where coach Pete Carroll and his players have put a 21st-century spin to the notion of Seattle Sound.

Whether it's reggae in the draft room, classic rock on the practice field or Lynch's Oakland-heavy rap playlist in the locker room, there's an omnipresent groove at the Seahawks' training facility, one of the many reasons so many players have come to regard their workplace as refreshing, progressive and enjoyable.

"Look at this," defensive lineman Michael Bennett said Thursday, gesturing toward Lynch as he reclined in a plush leather chair in the middle of the locker room. "It's the Google of football."

That's one reason this Pacific Northwest outpost has become a prime destination for free agents searching for an upbeat environment, a movement the Seahawks' success is only likely to amplify. And the credit should go to the region's most influential power trio since Nirvana: Carroll, general manager John Schneider and owner Paul Allen, all of whom are committed to cultivating an atmosphere conducive to smiling employees.

"We work hard, but we like being here," All-Pro free safety Earl Thomas explained. "We have the best facility. The cooks are great. Across the board, they've placed great people in great positions. And the music is always playing ..."