Author - Nikki Wishart - Music Curator | QSIC

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Attending Connect By Live Nation’s Love Song 2025 presentation provided a timely reminder of something I encounter daily in my work as a music curator: music is not merely a background element — it is a critical driver of consumer behavior. 

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The insights shared in the presentation echoed what I’ve long observed in the field. Music can instantly shift a person’s mood, create emotional connection, and quietly influence purchasing decisions — often without the listener even realizing it. 

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For brands, tapping into this is no longer just a bonus. It’s a necessity

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Music as a Catalyst for Emotional Shifts

One stat that jumped out: 92% of Gen Z believe music is their go-to tool for managing stress and lifting their spirits.

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From my perspective as a curator, this underscores a truth I see play out every day: the right musical environment can fundamentally alter the emotional state of a customer.

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When designing playlists for retail spaces, I am acutely aware of the emotional journey I am guiding. A bright, energetic soundscape may create a sense of urgency and excitement, encouraging quicker decision-making.

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Conversely, a slower, more ambient selection can foster a feeling of calm, encouraging customers to spend more time browsing and increasing basket size.

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Music is not simply heard — it is felt, and it subtly orchestrates consumer behavior at every stage of the retail experience.

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Music as an Expression of Identity

Music isn’t just entertainment for Gen Z — with 87.9% saying it helps them express their identity, it’s a core part of how they show up in the world.

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This insight aligns strongly with my belief that music curation today must go beyond surface-level appeal. It must reflect cultural values, emotional truth, and the lived experiences of the audience.

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In-store playlists that feel generic or overly trend-focused can risk alienating customers. In contrast, authentic, culturally aware music choices foster connection. When a customer hears a track that resonates with their sense of self, it creates an immediate and powerful bond with the brand.

Curating music today means more than just setting a vibe — it means helping brands reflect the values and identities of the people they’re trying to reach.

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The Enduring Power of Nostalgia

The research also tapped into something I see all the time — 93% of Gen Z say nostalgia isn’t just a passing trend, it’s a lasting emotional driver.

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In my own work, I’ve seen just how powerful nostalgia can be in a retail setting. There’s something special about the way a song from the early 2000s or late ’90s can stop someone in their tracks — even if they weren’t around for the first time it topped the charts. 

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The right throwback track doesn’t just spark a memory; it creates a feeling of comfort and connection. It taps into something familiar, even if it’s secondhand — a sense of belonging, of being understood. And that emotional warmth can be just as influential as price or product when it comes to building loyalty.

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However, nostalgia must be used thoughtfully. If it appears opportunistic or forced, it undermines authenticity — a critical value for younger consumers. 

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When applied with care, nostalgia becomes a powerful tool for emotional engagement and brand loyalty.

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Human Curation in the Age of Algorithms

One statistic that particularly validated my approach was that 67% of Gen Z respondents feel algorithms often deliver "more trash than treasure."

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While algorithmic curation offers efficiency, it cannot replace the nuance, emotional intelligence, and cultural sensitivity that human curators bring to music selection.

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In my work, every playlist is crafted with an understanding of mood dynamics, audience psychology, and cultural context. An algorithm might recognize a beat match; a human recognizes a moment — a subtle shift in feeling, a memory recalled, a new emotion awakened.

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Authenticity, transparency, and emotional resonance are more than buzzwords; they are non-negotiable expectations in today’s market. Human-led curation ensures these expectations are met — and often exceeded.

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Music as Strategic Emotional Architecture

Leaving Love Song 2025, I felt reaffirmed in my conviction that music is not simply an accessory to the retail environment — it is a foundational element of brand strategy.

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Music sets the emotional tone, crafts the customer experience, and drives purchasing behavior in profound ways. When curated thoughtfully and strategically, music transforms a retail space from a place of transaction to a place of emotional connection.

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Brands that recognize the strategic power of in-store audio — and invest in curators who understand both the art and science behind it — will be the ones who succeed in creating deeper, lasting relationships with their customers.

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In 2025 and beyond, those who master the emotional architecture of music will master the loyalty economy.

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Learn more about Connect By Live Nation’s research here. 

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Reference:  https://www.connectbylivenation.com.au/insights  

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