Playlists are a crucial part of the music streaming experience. Laura Ohls, the senior editor for rock & alternative at Spotify, is responsible for curating many of the platform’s biggest playlists. Her job involves staying connected to the local culture surrounding genres like rock, alternative, metal, and punk, and staying updated on new developments in these genres.

According to Ohls, the goal of her team is to add a human touch to the music curation process. They aim to connect audiences with artists and music in a way that feels genuine and emotional.

Ohls is an expert at creating playlists that appeal to both herself and a wide audience. In an interview with WS News Publishers Make It, she shared her simple yet effective approach to playlist curation.

Here are three main factors that Ohls considers when building a playlist:

The most important factor in creating a playlist is knowing your listeners. Ohls emphasizes the need to understand who the playlist is for and its intended purpose. These are crucial questions that editors ask themselves while curating a new playlist.

A playlist should not be a random collection of music the curator likes. It should have a clear purpose and vibe that resonates with the intended audience. Ohls believes that playlists should evoke specific emotions or cater to certain moods.

Understanding where your playlist will be listened to is the next step. Ohls gives an example of creating a playlist for a friend running a half marathon. Knowing the purpose of the playlist helped her select songs that would create an active and motivating listening experience.

The order of songs might not be as important in a playlist meant for passive listening, but in a long run, the music needs to build momentum. Ohls carefully planned the sequencing and arc of the playlist to match her friend’s running journey.

Envisioning the listening environment helps curators keep their audience engaged and prevents them from switching to other playlists. A playlist should clearly communicate its theme and purpose to the listener.

The opening songs of a playlist are crucial in setting the tone and capturing the listener’s attention. Ohls advises curators to include “hook songs” at the beginning and throughout the playlist. These are familiar songs or tracks from well-known artists that signal the playlist’s theme and intention.

Using the title and artwork of the playlist is also important in creating a captivating listening experience. Ohls suggests using every aspect of a playlist to convey its vibe, intention, and theme.