"Who Picks The Music You Hear At The Mall?" na npr.org

Zastanawialiście się kiedyś, jaki szalony geniusz robi playlisty do centrów handlowych?

Kto wybiera muzykę do reklam?

Jak piosenka mało znanego zespołu znalazła się w hollywoodzkim filmie?

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Spencer Manio is a 39-year-old Seattleite who works in that go-between role. In 2010 he put Oakland blog darlings tUnE-yArDs in a BlackBerry commercial. Back then the band was relatively unknown. Fast forward two years later and tUnE-yArDs is a critically agreed-upon Great Band. How many people first heard them in that commercial?

Manio's job is being that guy Don Draper needed, full time, at Redmond, Wash., company PlayNetwork, and as a freelancer for BlackBerry and Nordstrom. He finds music and uses it to create specific vibes or feels for companies. Sometimes he does it by placing songs in commercials. Mainly he goes through ceiling speakers in retail stores. He's a professional playlist maker.

When you walk into a store Manio has provided a playlist for, you don't notice the music right away. He's not trying to make it jump out at you. It swirls together with the wares for sale, the color of the walls and the attitude of the sales associates. It's part of a whole experience, the ideal confluence of purchaser/thing purchased. It's not just music for running shoes. It's music for winning races.

A good retail playlist can bring home the culture of a business and psychologically affect a customer in a way that doesn't feel pushy. And it's positive for the featured artists. In today's flooded climate, where new songs are published at a crazy rate on the Internet, having your song play in a Victoria's Secret, for instance, can help cut through the noise.

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