Why Your Next Hire Should Be a Curator of Music

Ever felt energized by store music or had a meal made special by the soundtrack? That’s the work of a music curator. In a noisy world, the right sound makes brands stand out.

What Does a Curator of Music Actually Do?

Many people think a music curator just makes playlists. While that’s part of the job, it’s a small part. A true music curator is a strategist, a storyteller, and a brand expert all in one. They don’t just choose songs they like; they choose songs that tell your brand’s story.

Beyond the Algorithm

Streaming service algorithms are designed to keep one person listening. They suggest songs based on what you’ve played before. But a business isn’t one person.

Your customers are diverse, and your brand has a specific message to send. An algorithm can’t grasp a room’s vibe, customer flow, or your unique brand identity.

A music curator, on the other hand, thinks about the bigger picture.

• They understand your brand: Before choosing a single song, they dive deep into your brand’s values, mission, and target audience.
• They map the customer journey: They focus on the customer’s experience from start to finish. The music could be lively in the morning, calm in the afternoon, and classy in the evening.
• They tell a story: A playlist curated by an expert has a beginning, a middle, and an end. It flows naturally and creates a consistent atmosphere, rather than jumping jarringly between genres and tempos.

A music curator’s work is a deliberate art. It’s about building an audio identity that is as unique and recognizable as your logo or your store design.

The Power of Sound: Connecting Emotionally with Your Audience

Music is a direct line to human emotion. It can make us feel happy, nostalgic, relaxed, or excited in a matter of seconds. When a business uses music effectively, it’s not just filling silence—it’s building a relationship with its customers.

Building Trust and Familiarity

Think about your favorite coffee shop. The music is probably part of the reason you love it there. It creates a familiar and comfortable atmosphere that makes you want to return. This is the work of careful curation.

When customers associate your brand with a positive feeling, they begin to trust you. That sonic consistency builds a powerful bond. A study found that 81% of consumers say sound makes them more likely to remember a brand.

A music curator helps you own a specific sound. When customers hear a certain style of music, they might think of your brand. This “sonic branding” is just as powerful as visual branding. It works on a subconscious level, making your brand feel more familiar and memorable.

Influencing Customer Behavior

The right music doesn’t just make people feel good; it can influence their actions. Research has shown that music can have a direct impact on customer behavior.

• Pace and Spending: Slow music in a restaurant can make diners stay longer and order more. In retail, fast music boosts urgency during sales, while ambient music promotes relaxed browsing.
• Perceived Value: Classical or jazz music can create an atmosphere of luxury and sophistication. This can make products seem more valuable and encourage customers to spend more. A wine shop playing classical music might encourage customers to buy pricier bottles.
• Reducing Wait Times: Upbeat, positive music can make waiting in line feel shorter and less frustrating. It improves the overall customer experience, even during busy periods.

A music curator knows how to use these principles to help you achieve your business goals. They can create music that reflects your brand and positively influences customer behavior.

Industries Transformed by Music Curation

The impact of a music curator is not limited to one type of business. Any company that has a physical space or a digital presence where customers interact with the brand can benefit.

Retail: From Shopping to Experience

In retail, the right music can turn a simple shopping trip into a memorable experience. A youth-focused fashion brand might use energetic indie pop to create a fun, trendy vibe. A high-end boutique, in contrast, could use minimalist electronic music to convey a sense of modern luxury.

The curator ensures the music aligns with the brand’s aesthetic. This creates a cohesive environment where the clothing, the store design, and the sound all work together. This holistic experience encourages customers to stay longer, explore more products, and form a stronger connection with the brand.

Hospitality: Creating a Home Away from Home

Hotels and restaurants are all about atmosphere. Music is a key ingredient in making guests feel welcome and relaxed. A hotel curator might choose calming music for the spa, jazz for the lobby bar, and upbeat tunes for the pool.

This attention to detail makes a guest’s stay feel special and curated. It shows that the hotel cares about every aspect of its experience. In restaurants, the music can complement the cuisine.

A farm-to-table restaurant might play folk music, while a taco spot could use lively Latin tunes. This makes the dining experience more immersive and authentic.

Events: Setting the Perfect Tone

For events, from corporate conferences to brand launches, music is essential for setting the tone and managing energy levels. A music curator can build a soundtrack for the entire event.

This might include:

• An uplifting playlist to welcome attendees as they arrive.
• Low-key instrumental music during networking sessions to facilitate conversation.
• A high-energy track to introduce a keynote speaker.
• A celebratory playlist for the closing reception.

A professional curator ensures the music enhances the event’s goals, rather than distracting from them. They create a seamless audio journey that keeps attendees engaged and leaves a lasting positive impression.

How to Hire the Right Music Curator

You’re convinced. You see the value a music curator can bring to your business. But how do you find the right person for the job?

Hiring a music curator is different from hiring for other roles. You’re looking for a unique blend of creative talent and strategic thinking.

Look for a Strategic Thinker

The best music curators are more than just music fans. They are brand strategists who understand business. During the interview process, ask questions that test their strategic mindset:

• “How would you approach developing a sonic identity for our brand?”
• “Can you give an example of how you’ve used music to solve a business problem?”
• “Walk me through your process, from understanding a brand to delivering a final playlist.”

Their answers should show a clear, thoughtful process. They should ask questions about your target audience, your brand values, and your business goals.

Review Their Portfolio and Taste

A music curator’s portfolio is their playlists. Ask for examples of their work for other brands or for mock playlists they’ve created. Listen to their selections carefully.

• Is there variety? Do they have a wide range of musical knowledge, or do they stick to one or two genres?
• Does it tell a story? Do the playlists flow well? Is there a clear mood or theme?
• Is it professional? Ensure the playlists are free of explicit lyrics or jarring transitions (unless that’s what the brand calls for).

You don’t have to love every song they choose, but you should be able to recognize the skill and thought behind their selections. Their taste should be broad enough to serve your brand, not just their personal preferences.

Start with a Project

If you’re still unsure, consider hiring a curator for a single project. Ask them to create a playlist for a specific event, a particular time of day, or a new marketing campaign. This allows you to see their work in action without committing to a full-time hire. It’s a low-risk way to test your chemistry and see if their creative vision aligns with yours.

Your Brand Deserves a Soundtrack

The sound of your business is one of the most powerful and often overlooked tools you have. It’s an opportunity to connect with your customers on a deeper, emotional level. While anyone can create a playlist, a professional music curator creates an experience.

They combine the art of music with the science of branding to build a sonic identity that is uniquely yours. They craft soundscapes that make customers feel something, that influence their behavior, and that keep them coming back. So, when you’re thinking about your next hire, look beyond the traditional roles. Consider the person who can give your brand its voice: a curator of music.