GigaOm gets a view of how Beats instructs human curators to program playlists for new service

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Issue Date: 
Aug 21 2013 - 1:10pm

From Issue:

Music subscription services have lately shown a greater understanding of the power and need for musical "gatekeepers" or curators to help users parse the oceans of music to discover that which they're likely to enjoy (just lately, see Spotify Browse  and Rdio Stations). In radio, of course, these wise sherpas have been called "programmers."

Beats Music (more in RAIN here) has stated that effective curation is its guiding principle as it rebuilds the Mog service (we've covered this here).

GigaOm got access to some Beats Music "internal guidance" for the musicians and freelancers who are creating playlists for the new service. These programmers are working with a web authoring system to sample songs and build playlists that Beats Music editors request (apparently focused on artists, genres, years, and listener activity -- and less than 70 minutes long).

"Beats Music definitely doesn’t want to sound like college radio. It wants human curation, but no strong DJ characters, with the exception of those well-known musicians asked to participate," writes Janko Roettgers for GigaOm. "Freelancers are told to 'beware of personal whims' and 'avoid overly clever transitions.' Oh, and 'talking down to listeners' isn’t desired, either. Record store clerks apparently don’t need to apply."

Read GigaOm here.

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