Why does every generically cool restaurant have the same playlist? Here’s an investigation from SwitchedonPop and hillarydixler
. Within the list’s first few days of existence on Spotify, it garnered thousands of followers looking to get into their feelings with “Midnight City” by M83, “I Can Change” by LCD Soundsystem, and “Giving Up the Gun” by Vampire Weekend. Clearly something resonated; to figure out why, I recently teamed up with songwriter Charlie Harding, the co-host of Vox Media Podcast Network’sto parse through why this particular constellation of music had become the default soundtrack at so many restaurants.
Two professional music consultants shed some light. Jonathan Schecter of the Vegas-based background music provider Playback Prodigy helped us understand the brass tacks of what restaurants need from a playlist: hours and hours of music , sufficiently randomized, suited to the time of day and vibe. Yvette Bailhache, a music selector who works with restaurant groups in D.C., also suggested that the world of music selectors is a “small, weird bubble,” whose tastes sometimes converge — and who also were especially active during the rise of algorithmic music platforms, like Pandora. The list, she suggests, reads like Pandora 101, in part because of that.
But what Charlie and I really wrestled with was the way in which a soundtrack can articulate not only a mood but also who is in the space, and who, perhaps, isn’t welcome at all.restaurant’s playlist. This is specifically a list that fits a target audience of millennial and Gen-X diners in big urban centers with disposable income. Their age is also a huge factor; we’re getting too old to seek out new music, and that’s reflected in what we’re hearing in the wild.
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