Article
Matching the Music
From recording your favorite songs onto a mix tape to compiling a Spotify playlist for a special occasion, we’ve all experienced the desire to create the perfect mix of music to align with a moment or a feeling. Philip Quinaz is the head of the creative studio at Gray V, a team of sound designers who specialize in capturing the tone of a brand, business or space. Music curation is their artform. Whether it’s background music that fits so seamlessly you barely register it or a soundtrack that is a major character in an experience, they bring a sense of authenticity and heart to every track list they build, making that elusive perfect music mix a reality.
When you’re preparing to design a playlist, of course you get the high-level information – if the playlist is for a restaurant, for example. What are some of the more nuanced details you like to know to get a deeper understanding of what kind of soundtrack would be the best fit?
When we design a playlist, we dig in deeper than just the surface-level brief. For a restaurant, we’re not just looking at the menu or basic concept – we want to understand the entire ecosystem of the space from guests to staff. Are we talking about a breakfast spot that needs to gently wake people up, a lunch rush that requires more energetic momentum or an intimate dinner service that demands a more refined soundtrack?
Understanding the clientele is fundamental. The music requirements for a high-end sushi restaurant in Manhattan differ greatly from a casual taqueria in Silver Lake. We’re observing who’s coming in – business lunches, date nights, weekend brunches – and how that shifts throughout the day. Our musical choices are informed by the demeanor, age range and expectations of our listeners.
We see that music functions as an invaluable design element – an extension of the interior design. The color palette, the texture of the walls, the type of lighting, the furniture – these all speak a language that music can either harmonize with or intentionally contrast. A minimalist, concrete space might call for something experimental or more abstract, while a warm, wood-toned room might need something more organic and flowing. We’re matching tone, energy and mood in a nuanced way that comes across effortless, yet precise.
Once you understand the vibe, the atmosphere and the goal for a space or an event, where do you start? With a seemingly endless supply of music to choose from, how do you approach beginning the selection process?
The selection process is unique for each curation. It starts with a conversation that’s equal parts translation and alchemy. We love when clients give us incredibly evocative, almost cinematic prompts. Like when someone says, “We want it to sound like Indochine on a Friday night in 1984, but also with a blend of contemporary artists and emerging sounds.” That’s not just a brief, that’s a whole mood, a narrative. We’re matching sounds and crafting unexpected musical narratives that feel both familiar and fresh. It’s pure storytelling that comes from both experience and intuition.
How do you balance variety and cohesion within a playlist, ensuring the track list feels fresh while still matching the intended tone?
Playlist design is architecture – creating musical mosaics that connect tracks through tone, tempo and expression. It’s about crafting journeys where each song feels both surprising and inevitable. “Day-parting ” means matching music’s cadence to specific intended moments throughout the day: A morning mix flows differently from an evening wind-down. The magic unfolds when the playlist becomes a living narrative you can both hear and feel.
How do you approach mixing genres in your playlists? Do you purposefully build in some unexpected and perceptible transitions, or do you go for a consistent sound?
Some designs are tightly curated, while others are wildly exploratory. We embrace both. Whether it’s an eclectic mixtape feel or an era-specific list, our method and goal remain consistent: enhance, never distract.
Do you use any specific mood or energy descriptions to guide your selection? How do you translate concepts like “calm,” “welcoming ” or “energizing ” into concrete song choices?
We love adjectives! So much of what we do is translation. “Welcoming” might translate to warm acoustic guitar tones, gentle indie sounds or soft electronic tracks with inviting textures. “Energizing ” could mean propulsive rhythms, upbeat pop or electronic sounds with momentum. “Calm” isn’t a single sound, but a spectrum – a hushed acoustic track, a minimalist electronic piece or a meditative jazz composition. We decode mood through genre, texture, rhythm and emotion.
Do you consider regional influence in your playlists? Does the geography or cultural context of a space help or play a factor in the music selection process?
At Blackberry Farm, geography isn’t just a backdrop – it’s the driving audio narrative. Take Bramble Hall, where the music breathes the Appalachian spirit: rooted in country, soul and bluegrass but thoughtfully interpreted through Nashville indie sounds and regional artists. Blackberry Farm is unique in that each zone on the property has its own musical concept, ensuring that the soundtrack shifts as guests move through different spaces – because great hospitality understands that music isn’t one-size-fits-all, but a nuanced expression of the environment and entire experience.
People may underestimate the role music plays in shaping their experience. Music at any volume can influence the energy in a space. How important is it to curate a playlist that feels natural to the listener? How does the potential influence play into your choices?
Our goal is to ensure that the music feels like a natural extension of the environment. It’s a constant negotiation: How much do we want the music to be noticed versus felt? Every sound system, every setting has its own personality.
How has the art of curating playlists evolved with changes in technology and listening habits?
In an era where music is ubiquitous, the art of playlist curation has become more critical than ever. While technology and AI have made music more accessible, they’ve simultaneously created noise – churning out generic, algorithm-driven mixes that lack soul and context. True expertise now means cutting through the digital deluge, assembling sounds that aren’t just heard, but fully resonate. A great playlist isn’t just about songs; it’s about creating an immersive moment that tells a story and connects emotionally with the listener. Humans will always do that better.
Do you see any trends emerging in how businesses or spaces are using music to influence mood, behavior or experience? Are there any trends you’re excited about?
We’re in a fascinating era of musical eclecticism. We’re seeing a beautiful broadening of listening palettes – global sounds becoming mainstream, genre boundaries dissolving. The recent ambient music renaissance, particularly its intersection with wellness spaces, has been intriguing. Old European film soundtracks paired with a luxury retail experience makes perfect sense. Next stop: the late ’80s/early ’90s pop sounds revisited.
As music curators, do you find that you are more tuned into the music of any space you enter?
For sure. It’s a blessing and a curse – defined by muscle memory and instinct (from obsessive ear training). The best music supervisors don’t just have great taste; they have deep empathy with sound. We’re not just hearing music; we’re understanding its impact and potential to transform venues into complete environments.
Want to know more about the history of music at Blackberry? Click to view a gallery of concert posters showing the incredible singers and songwriters that have taken the stage at the Farm over the years.