To be honest, I sort of fell into it. I was always working somewhere between content marketing and the music industry and around seven years ago a friend of a friend was searching for someone to help him curating music for his boutique surf spot on the beach in Costa Rica. The owner was a big music fan, but he just didn't have time to keep all the music up-to-date. So I got introduced to him, we shared similar tastes, and agreed that I would do the music for his space - curating it and updating it with new music on a regular basis.

This for me was a dream come true. I could finally work with music all day, and at the same time, I could help create an awesome experience for the guests. I saw people's reactions when they heard a song they liked. I saw them dancing, getting a little closer to each other at the bar and that for me was really rewarding.

This was the moment when I realized that there is something special about this idea and I got interested if there is actually market out there. I did some market research, and a lot of interviews with different hoteliers people in the industry trying to get more feedback. And the idea started growing more and more. 

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Interesting is the story of the last years winner in the category “Creative”. Hamburg based headraft literally took music experience to the next level by creating the world’s first AR Music Video for the German band “die Fantastischen Vier”. Designed for their song “Tunnel”, the cited app unfolds a virtual story world once the track starts playing, giving fans the opportunity to go on an interactive journey with the band rather than being a passive viewer. 

Applications are now open! Finalists will be awaited by a curious jury of five leading industry experts. Among others, Kathleen Cohen who was already taking part in the first year will be in the panel of judges again. With a 25-year multiplatform career history under her belt, she is one of the most regarded in the field. As a digital experience expert, she has successfully implemented projects for DreamWorks Interactive and IBM Innovation, to name a few.

Needless to say, the yearly AUREA Award is definitely the place to be. Apply and become a member of the community bringing together all the promising products and solutions in the AR/VR sector.

Well, both. Currently we offer the following two options: shorter publicly available Brand Playlists and long-form private Soundtracks for spaces. For both of them we work closely with the client to understand how sound fits into their brand DNA and what their audience is like.

We believe that the guests’ experience with a particular space doesn’t have to begin and end with their stay. The idea of the Brand Playlist is to be a public brand playlists designed to engage the customers before, during, and after their visit at a space. It’s always accessible for them and serves as a new, dynamic marketing channel.

The Soundtrack is slightly different. It takes sometimes up to weeks of work and is designed by a world-class artist, DJ, or tastemaker. For it we first work with you to develop a deep understanding of your business and style. Then we match you with the perfect artist, DJ, or tastemaker to create unique, always fresh playlists, custom tailored to match your brand. 

In both cases, we update them regularly based on guest habits and clients’ needs. 

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The way we engage with the music community is something really important for us and honestly, what makes us different than other background music providers. A lot of the background music providers out there have internal teams of maybe five or six DJs that do all of the music for their clients. We aim to connect with the local scene and always work with local DJs. There's some kind of magic in finding the exact right artists for the brand.

And on the flip side of it, when we hire artists, we make sure that the project is also inspiring for them and that they would be interested in participating. We always make sure to pay them well. The whole project creates for them a new income stream that they wouldn't have otherwise.

Yes! This was really fun. The objective with the betahaus "betabeer sounds" playlist was to showcase the community side of betahaus. There are so many cool, interesting people in the betahaus community and we thought a playlist could be a perfect way to not only help bring the community together but also show the diverse funkiness of the communities of Berlin and Neukölln, which is why Hazy Pockets, a longtime local Berlin DJ known for his eclectic mixes, was perfect for this project.

This playlist moves from bluesy 60s rock into surf and tropicalia, picking up momentum into Motown and onwards through some laid back disco tunes. Perfect for the betabeer events betahaus hosts monthly!

You can see me around betahaus. Online, you can always check out my website and listen to our public playlists on Spotify. We’re also currently working on a collaboration with betahaus, so a special Playlist curated by is will very soon sound around the spaces in Kreuzberg and Neukölln.