There’s a common belief in hospitality.
“Good music” is a matter of taste. Some people have good taste, some don’t. A space with an owner who has a “feel for music” has good atmosphere.
That belief is dangerous.
Not because taste doesn’t matter. But because taste isn’t what a brand needs.
A brand needs consistency.
The problem with subjectivity
When music in a space is left to personal taste, it stops being a brand tool.
It becomes a reflection of someone’s current mood.
The manager at 2pm picks something they like. Maybe it’s an upbeat track that keeps them awake. For them—great choice.
For the guest trying to have a business conversation—it’s an irritating distraction.
Evening staff have different preferences. The music changes. The atmosphere changes. The space changes.
What consistency actually means
Consistency doesn’t mean the same playlist forever. It doesn’t mean monotony.
Consistency means recognizable character.
A guest who visits three times in three months should feel the same “sonic DNA.” Not the same songs—the same character.
That builds identity.
Guest recognizes the space, feels like returning somewhere familiar
Guest doesn't know what to expect, trust doesn't build
Music as brand guideline
Think about other brand elements.
The logo doesn’t change depending on who’s on shift. Wall colors don’t change based on reception preferences. The menu doesn’t get rewritten daily according to chef’s taste.
Why should music be different?
In professional spaces, music is a nonverbal brand guideline. Part of identity. An element that communicates “who we are”—without words.
That communication must be consistent. Like every other brand communication.
Taste vs. system
Taste is subjective. Changeable. Dependent on mood, day, person.
A system is objective. Stable. Independent of who’s on shift.
A space that relies on taste—gets results that vary with taste.
A space that has a system—gets consistent results.
Operational implications
Consistency has practical advantages.
Manager leaving doesn't change the atmosphere
'Follow the system' is a clear instruction
Staff knows what needs to happen
Less dependence on individuals
When atmosphere depends on a manager’s taste—the manager leaving means the atmosphere changes. Guests notice.
When atmosphere has a system—staff changes don’t change the experience. The system remains.
Easier staff training
“Follow the system” is a clear instruction. “Have good taste”—isn’t.
New staff can quickly learn a system. They can’t quickly develop “the right” taste.
Reduced stress
Staff who must “choose music”—that’s additional responsibility. Additional stress. Additional opportunity for error.
Staff who have a system—know what needs to happen. They can focus on other aspects of their work.
Luxury and predictability
There’s a connection between luxury and predictability.
Luxury experiences are—by definition—predictably excellent. A guest paying a premium price expects a premium experience. Every time.
Inconsistency undermines that perception.
Consistency isn’t boring. Consistency is the foundation of premium positioning.
Who decides?
A question rarely asked: who is responsible for a space’s sonic identity?
In many spaces, the answer is: nobody explicitly. Anyone with access to the player.
That’s a recipe for inconsistency.
Professional spaces have clear responsibility. Someone defined the sonic identity. Someone ensures it’s respected.
It doesn’t have to be the owner. It doesn’t have to be the manager. But it has to be someone.
Identity, not taste
In the end, the question isn’t: “What music do we like?”
The question is: “Who are we as a space?”
The answer to that question defines sonic identity. And that identity must be consistent—across days, shifts, seasons.
Taste is the starting point. But it’s not the end goal.
Consistency is what turns taste into identity. And identity is what guests remember.
Why is music consistency more important than taste?
Taste is subjective and changeable. A brand needs the stability and recognizability that only a consistent system can provide. Guests build trust through predictable experience.
What does music consistency actually mean?
It doesn’t mean the same playlist forever. It means recognizable “sonic DNA”—the same character, the same energy, the same identity, regardless of day or shift.
Who should be responsible for sonic identity?
Professional spaces have clearly defined responsibility. Someone has defined the sonic identity and ensures it’s respected. It doesn’t have to be the owner, but there must be clear accountability.
How does consistency affect luxury positioning?
Luxury is built on predictable excellence. A guest paying a premium price expects a premium experience every time. Inconsistency undermines that perception and erodes trust.
Resources
- ASCAP: www.ascap.com
- BMI: www.bmi.com
- SESAC: www.sesac.com