In a world of algorithms and automation, human music curation is often misunderstood.
Either romanticized—as an artistic act of personal expression.
Or trivialized—as “just making a playlist.”
In hospitality, the truth lies elsewhere. The music curator’s job is neither.
What a curator is not
A music curator for hospitality is not:
A DJ showcasing personal taste. Ego has no place in background music.
Someone picking the “best” songs. “Best” is a relative concept that doesn’t serve the space.
Someone who “signs” a space with their name. Visibility is the opposite of the goal.
The curator’s job in hospitality is paradoxical: success is measured by invisibility.
If guests notice the music—something is wrong. If music becomes a topic of conversation—it’s demanding too much attention.
What a curator actually does
A hospitality curator doesn’t get an assignment: “Put together a good playlist.”
They get context:
Type of space. Restaurant, hotel, spa, bar—each has a different function.
Zone function. The lobby receives guests, the restaurant feeds them, the bar keeps them.
Expected behavior. Quick lunch, intimate dinner, relaxed café.
Time of day. Morning requires one energy, evening another.
Seasonality. Summer and winter, high season and off-season.
Only with this information does selection begin.
The discipline of invisibility
A hospitality curator must master a specific discipline: resisting the urge to be noticed.
'This song will blow them away'—seeks reaction
'Will this song disrupt conversation?'—avoids reaction
A DJ seeks reaction. A curator avoids reaction.
A DJ builds peaks. A curator builds continuity.
A DJ is center stage. A curator is in the background.
This inversion isn’t easy. It demands self-discipline and understanding that success doesn’t come with praise—but with the absence of complaints.
Competencies nobody sees
A good hospitality curator has competencies that don’t show in a portfolio:
Understanding space. How acoustics affect perception of music. How the size of a space defines the energy required.
Understanding behavior. How tempo affects the pace of movement. How volume affects conversation.
Understanding context. Why the same song works in one space and fails in another.
The ability to not-choose. Knowing when to leave something out—even if it’s “good.”
The process nobody sees
Curation isn’t a one-time act. It’s a continuous process.
Initial selection. Defining character, choosing music that supports it.
Testing. Tracking how music functions in the real space, with real guests.
Adjustment. Removing what doesn’t work, adding what’s missing.
Evolution. Gradual changes over time—seasonal, daily, long-term.
This process happens in the background. Guests don’t see it. Staff rarely notices. But the result is visible—in an atmosphere that “holds.”
Why the human factor still makes sense
In the age of algorithms, the question arises: why do we even need people?
Personalization, speed, scale—millions of users simultaneously
Context, space, responsibility—understanding the guest experience
Algorithms excel at personalization, processing speed, and application at scale. But algorithms lack:
A sense of context. They don’t understand that 10 AM is different from 10 PM.
Understanding of space. They don’t know how acoustics affect perception.
Responsibility for the experience. They don’t care whether the guest enjoys their evening.
In hospitality, these differences are crucial. That’s why human curation makes sense—not as a romantic idea, but as a practical necessity.
How to recognize a good curator
A good curator is not recognized by:
An impressive portfolio. A portfolio shows the past, not the ability to adapt.
A famous name. Fame can mean ego, not discipline.
Personal taste. Taste is subjective and often irrelevant.
A good curator is recognized by:
The questions they ask. Do they start with the space or with the music?
Understanding of context. Can they distinguish fine dining from a casual bistro?
Willingness for invisibility. Are they prepared for their work to go unnoticed?
The result you feel
In the end, the music curator’s job in hospitality has a specific result.
Not applause. Not praise. Not recognition.
The result is a space where guests feel comfortable—without knowing why.
A space that has character—without imposing it.
An atmosphere that “holds”—without demanding attention.
What is a music curator for hospitality?
A music curator for hospitality is a professional who selects and organizes music for commercial spaces. Unlike a DJ, a curator works “in invisibility”—the goal is to create an atmosphere guests feel but don’t notice.
Why isn’t a playlist enough?
A playlist is static. Curation is a continuous process that includes testing, adjustment, and evolution over time. The space, guests, and context change—music must follow.
Can algorithms replace a curator?
Algorithms excel at personalization for individuals, but they lack understanding of space, context, and responsibility for the overall guest experience that a human curator brings.
How do you recognize a quality curator?
By the questions they ask—focus on the space, not the music. By understanding of context—distinguishing different types of hospitality spaces. By willingness for invisibility—not seeking recognition for their work.
Resources
- ASCAP Licensing Information
- BMI Music Licensing
- Literature on professional music curation: available in academic databases