That’s So On Brand: Getting Your Music to Curators
If you’re reading this blog, you probably already know what a music curator is…but just in case, let us explain for you: A music curator selects and organizes music for different ‘aural’ opportunities. Not to be confused with a music supervisor (who chooses and licenses music for specific productions), a music curator selects music for a project. You’re probably most familiar with people who curate music for specific stations. I have a weekly show on SiriusXM’s The Spectrum, whose slogan is “where classic rock meets new rock.” The person who curates music for that channel chooses older and new rock songs. Think The Who, Bruce Springsteen, Pearl Jam, along with newer artists such as Fontaines DC, Inhaler and Paris Paloma. Similarly, when you go on streaming services, and there’s a channel called “Grunge Rock,” someone’s job is to curate that channel with songs that would fall into that category.
Real-World Music Rotation
Another place you’d hear the work of a music curator is at a fashion show. Models walk down the runway to finely curated music that the designer and the curator work on together. Often the music reflects the tone of the line the designer is introducing, and it’s very carefully choreographed.
When a consumer goes into a retail store, they almost always hear music that pairs with the type of store they’re in. Clothing stores that cater to younger consumers have different in-store playlists than a shop that focuses on work-out apparel. A music curator understands the mood and ambiance the store wants to project. Comparably, restaurant playlists cater (pun intended) to the type of clientele they wish to attract. A high-end dining establishment would have a very different playlist than an edgy, stay-open-late eatery. Hotels also work with curators on the music heard in the lobby or bar following the same type of process. A stylish downtown hotel may be just as costly as an uptown hotel, but the music heard when you walk through the door couldn’t be more different.
When you’re on an airplane and the in-flight entertainment includes channels like, “Best of 80s Pop,” “B-Side Gems” or “Australia Now!”, you can thank a music curator for putting it together and turning you on to some songs you may have never heard before. The bottom line is that music associated with brands creates a connection for the consumer, making the experience more memorable.
Put Your Music in the Mix
A music curator can help artists in many ways. There’s the financial way, of course, but they also help a band with recognition. You could hear a song in a hotel lobby and immediately Shazam it to find out who it’s by, then follow that artist. If a music fan is listening to that aforementioned (and made up!) “Australia Now” station, they may hear songs they’d never have been exposed to otherwise. This is truly where the term “music discovery” takes effect.
While there are several ways to connect with a music curator, the best one I know of is through Play MPE. Their packaged lists include bunches of verified music curators looking to hear new songs. Using Caster, artists upload their songs and target curators across different genres and markets. It’s the easiest way to present your music to someone who might say “I need THIS song playing when a customer walks into THIS store.” With so many musicians forgoing the label route and taking control of their careers, using Play MPE to get your music into the hands of music curators seems like a no-brainer to me. Montreal’s Couture Media use Play MPE to help their clients “make emotional connections with customers” through music. “Curating for various brands we require a wide variety of music styles and cool tracks, which we find a TON of on Play MPE!”
And who knows, the next time I travel for work, I might hear your song in the hotel lobby!