El Capitan Music Profile
This is a page outlining my proposed soundtrack strategy for your brand. Below you will find your focus artists and genres, soundtrack concepts, updated pricing, survey results, and more.
Focus Artists + Genres
These are the artists and genres that make up the foundation of your soundtrack strategy. I pulled some of them from your Musical Identity Survey and some of them are my own recommendations. You’ll find them in a lot of your soundtracks.
Artists
Leon Bridges • Kevin Morby • The War on Drugs • Future Islands • Fleet Foxes • Tom Misch • Moses Sumney • Tash Sultana
Genres
Light Indie Rock • Folk • Soul • Nu Soul • Light Soul Rock • Classic Soul
Curation Package Proposal
For El Capitan, I’ll be curating 5 different playlists for various physical locations inside the hotel.
Rainbird
An upscale artisan restaurant that is open to the public.
Space Hours:
Breakfast + Lunch : 7am to 3pm
Dinner: 5pm to 9/10pm
Brand Highlights:
Cultural Hub, innovative menus, artisan, soulful, stylish
Playlist Strategy:
There will be two playlists. One for the daytime and one for the nighttime. The Daytime playlist will be longer than the nighttime playlist.
Curation Strategy:
Daytime: Low to Medium energy since people are there to eat and enjoy food and company. Positive and fun but not too upbeat.
Nighttime: Since nighttime is a more upscale experience, it will be good music for socializing, but not overly poppy. Want to keep it suave and classy.
Genres:
Daytime: Nu Soul, Light Soul Rock, Groovy Indie pop, Light Indie rock
Nighttime: Classic Soul, Jazz, Jazzy Nu Soul, Indietronica, Jazzy Indietronica, Instrumentals
Artists:
Daytime: Jungle, Local Natives, Spoon, Oscar Jerome, Black Pumas
Nighttime: Leon Bridges, Al Green, Bobby Oroza, Leisure
Rainbird Daytime Playlist Demo
Rainbird Nighttime Playlist Demo
Pricing
Rainbird
Setup Fee: $600
Monthly Fee: $200
Number of Playlists: Two
Daytime Baseline Songs: 150 songs
Nighttime Baseline Songs: 100 songs
Daytime Hours of Music: ~9 Hours
Nighttime Hours of Music: ~6 Hours
Monthly Additions: 25 songs per playlist
Total New Hours of Music Monthly: 3 Hours
Strategy: Each month we will replace 25 existing songs.
Rainbird: Level Up Baseline
Setup Fee: $1000
Monthly Fee: $200
Number of Playlists: Two
Daytime Baseline Songs: 200 songs
Nighttime Baseline Songs: 150 songs
Daytime Hours of Music: ~12
Nighttime Hours of Music: ~9
Monthly Additions: 25 songs per playlist
Total New Hours of Music Monthly: 3 Hours
Strategy: Each month we will replace 25 existing songs.
Rainbird: Level Up Updates
Setup Fee: $600
Monthly Fee: $300
Number of Playlists: Two
Daytime Baseline Songs: 150 songs
Nighttime Baseline Songs: 100 songs
Daytime Hours of Music: ~9 Hours
Nighttime Hours of Music: ~6 Hours
Monthly Additions: 50 songs per playlist
Total New Hours of Music Monthly: 6 Hours
Strategy: We will first build each playlist to 200 songs and then each month we will replace 50 of all songs.
Rainbird: Premium
Setup Fee: $1000
Monthly Fee: $300
Number of Playlists: Two
Daytime Baseline Songs: 200 songs
Nighttime Baseline Songs: 150 songs
Daytime Hours of Music: ~12
Nighttime Hours of Music: ~9
Monthly Additions: 50 songs per playlist
Total New Hours of Music Monthly: 6 Hours
Strategy: We will first build each playlist to 250 songs and then each month we will replace 50 songs.
Native Son
A cafe that will become the epicenter for downtown Merced’s social, university, and business life. An American talke on a European cafe, Native son is the street’s destination for on-the-go necessities and a place to connect with neighbors.
Space Hours:
Breakfast: 6am to 11am
Cafe: 11pam to 10/11pm
Brand Highlights:
Artisan, free spirit, light-hearted, down to earth, organic
Playlist Strategy:
There will be two playlists. One for the daytime that is light and one for the nighttime bar scene that is more fun and sociable.
Curation Strategy:
Daytime: Low to Medium level energy. Similar to the popular coffee shops, we will focus on newer music since a lot of the customers will be from the UC. But since people will be there early in the morning and working through the day, we won’t get the energy too high.
Nighttime: Fun and sociable but also makes sense with the rest of the music at the El Capitan.
Genres:
Daytime: Nu Folk, Chill R&B, Chill Indie Rock, Chill Indie Pop, Nu Soul
Nighttime: Synth pop, Nu Disco, Indie Dance, Disco + Funk
Artists:
Daytime: Moses Sumney, Valerie June, Clairo, Crumb, Rhye, Matt Corby
Nighttime: Toro y Moi, Tom Misch, Parcels, Neil Frances, SG Lewis, Disclosure, Phoenix
Native Son Daytime Playlist Demo
Native Son Rainbird Nighttime Playlist Demo
Pricing
Native Son
Setup Fee: $400
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 150 songs
Hours of Music: ~9 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Strategy: We will first build the playlist to 200 songs. Then, each month we will replace 25 existing songs.
Native Son: Level Up Baseline
Setup Fee: $600
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 250 songs
Hours of Music: ~15 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Strategy: Each month we will replace 50 existing songs.
Native Son: Level Up Updates
Setup Fee: $400
Monthly Fee: $200
Number of Playlists: One
Baseline Songs: 150 songs
Hours of Music: ~9 Hours
Monthly Additions: 50 songs
New Hours of Music Monthly: 3 Hours
Strategy: We will first build the playlist to 200 songs. Then, each month we will replace 25 existing songs.
Native Son: Premium
Setup Fee: $600
Monthly Fee: $200
Number of Playlists: One
Baseline Songs: 250 songs
Hours of Music: ~15 Hours
Monthly Additions: 50 songs
New Hours of Music Monthly: 3 Hours
Strategy: Each month we will replace 50 existing songs.
Courtyard
The Courtyard is the connecting space in the middle of the hotel.
Space Hours:
24 hours
Brand Highlights:
Free Spirit, adventurous, active, airy
Playlist Strategy:
Since the courtyard is also a transitional space and doesn’t have too many staff members, we can focus on quality over quantity of songs and save some money here.
Curation Strategy:
Medium energy. Music that is meant for the outdoors.
Genres:
Indie Rock, Indie Pop, Indietronica, Synth Rock
Artists:
Jeff Buckley, Salt Cathedral, War on Drugs, Tash Sultana, Father John Misty, Alabama Shakes, Whitney
Courtyard Playlist Demo
Pricing
Courtyard
Setup Fee: $300
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 100 songs
Hours of Music: ~6 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Each month we will replace 25 existing songs.
Courtyard: Level Up
Setup Fee: $400
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 150 songs
Hours of Music: ~7.5 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Strategy: Each month we will replace 25 existing songs.
Courtyard: Premium
Setup Fee: $500
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 200 songs
Hours of Music: ~12 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Strategy: Each month we will replace 25 existing songs.
Hotel Lobby
The welcoming area and patron’s first impression of the El Capitan Hotel.
Space Hours:
24 hours
Brand Highlights:
Deep-rooted, Historic, full of character, soulful, reminiscent
Playlist Strategy:
Since the lobby is open all day, and people will pass through it multiple times per day, we want to build a playlist that ensures they never hear the same song twice.
Curation Strategy:
Low to medium energy as a lobby is usually a transitional experience
Genres:
Nu Folk, Jazz, Jazzy Indietronica, Chill Indie Rock, Americana, Folk, Classic Soul
Artists:
Stan Getz, Kevin Morby, Fleet Foxes, Lord Huron, Bon Iver, The Shins
Hotel Lobby Playlist Demo
Pricing
Hotel Lobby
Setup Fee: $500
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 200 songs
Hours of Music: ~12 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Each month we will replace 25 existing songs.
Hotel Lobby: Level Up
Setup Fee: $500
Monthly Fee: $200
Number of Playlists: One
Baseline Songs: 200 songs
Hours of Music: ~12 Hours
Monthly Additions: 50 songs
New Hours of Music Monthly: 3 Hours
Each month we will replace 50 existing songs.
Hotel Lobby: Premium
Setup Fee: $700
Monthly Fee: $200
Number of Playlists: One
Baseline Songs: 300 songs
Hours of Music: ~18 Hours
Monthly Additions: 50 songs
New Hours of Music Monthly: 3 Hours
Each month we will replace 50 existing songs.
Bobby’s Market
A marketplace inside the El Capitan
Space Hours:
7am to 9pm
Brand Highlights:
Local, down to earth, organic
Playlist Strategy:
One playlist that covers a staff employee’s 8 hour shift. Patrons are probably only entering Bobby’s market 1-2 times a day for no longer than 15-20 minutes.
Curation Strategy:
Low to medium energy for shopping. Don’t want to distract people, just want to provide mood-enhancing background music
Genres:
Classic Rock, Indie Rock, Alt Rock, Indie Pop
Artists:
Patti Griffin, Haim, Phoebe Brgers, Nick Mulvy, Nathaniel Rateliff, Hozier, Vampire Weekend
Bobby’s Market Playlist Demo
Pricing
Bobby's Market
Setup Fee: $300
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 100 songs
Hours of Music: ~6 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Each month we will replace 25 existing songs.
Bobby's Market: Level Up
Setup Fee: $500
Monthly Fee: $100
Number of Playlists: One
Baseline Songs: 200 songs
Hours of Music: ~12 Hours
Monthly Additions: 25 songs
New Hours of Music Monthly: 1.5 Hours
Strategy: Each month we will replace 25 existing songs.
Bobby's Market: Premium
Setup Fee: $500
Monthly Fee: $200
Number of Playlists: One
Baseline Songs: 200 songs
Hours of Music: ~12 Hours
Monthly Additions: 50 songs
New Hours of Music Monthly: 3 Hours
Strategy: Each month we will replace 50 existing songs.
Musical Identity Survey Results + Inspiration
Brand Definitions
Quaint
Archetypal
Sophisticated
Soulful
Reminiscent
Elegant
Light-hearted
Down-to-earth
Stylish
Airy
Organic
Favorite Artists
Stan Getz
Jeff Buckley
Tash Sultana
Moses Sumney
Valerie June
Shiv
Kilo
Salt Cathedral
Nella
Patti Griffin
Favorite Genres
R&B - R&B - Childish Gambino, 6LACK, Daniel Caesar, Ella Mai, H.E.R., Solange
Nu Folk - Hozier, Bon Iver, Phoebe Bridgers
Classic Soul - Marvin Gaye, Aretha Franklin, Al Green, Ray Charles
Indie Rock - Arctic Monkeys, War on Drugs, Whitney, Mac Demarco
Indie Pop - The 1975, The Neighbourhood, Local Natives
Indietronica - The xx, James Blake, Bon Iver, Bonobo, Caribou
Synth Rock - LCD Soundsystem, Arcade Fire, Beach House, Future Islands
Electronica - Tourist, DJ Koze, Four Tet, Mount Kimbie
Pop House - Duke Dumont, Nora En Pure, The Magician, Claptone
Nu Soul - Leon Bridges, Jungle, Tom Misch, Sampha, Toro Y Moi, Bood Orange