From classic radio studios to global music brands, Andrea Karr has spent her entire career shaping how people experience sound. Her path through SiriusXM and Universal Music Group gave her a front-row seat to how music moves audiences.

Today, she brings that instinct to New Level Radio, curating soundtracks that elevate casino floors, restaurants, and entertainment spaces without ever calling attention to themselves.

In this edition of the Curator’s Corner, Andrea talks about why curation is more than programming, how music quietly drives guest emotion, and what it takes to create playlists that feel intentional instead of generic.

You have an incredible background in the audio world, spanning from SiriusXM to Universal Music Group. What sparked your initial passion for music curation, and what brought you to the New Level Radio team? 

I have been involved with some level of music curation my entire career. I got my start in radio when I was still in high school, and I always wanted to be behind the scenes and not behind the microphone. 

I have always loved music, all kinds of music. My taste is pretty eclectic and broad. Over the years, I got involved in the “music for business” space, which really allows me to have fun in the curation process and not just follow the principles of traditional radio/music programming. 

That’s why I wanted to get involved with the New Level Radio team. It is a much more creative process.

When a New Level Radio partner requests a specific vibe, what is your research process to ensure the playlist feels authentic rather than generic?

I research the property a bit and consider the demographic information.  Also, we always consider the time of day when the playlist will be heard, as well as where in the property the music will be played. Obviously, a morning vibe in the partner’s restaurant will sound very different from a night vibe on the casino floor.

When you’re shaping a soundtrack for a casino floor, what are the first things you listen for? 

I listen for songs that are going to enhance the experience. Songs that are fun, energizing, and flow well together. 

The music should be a mix of familiar songs along with other great songs that aren’t as familiar but fit the vibe. It’s all about entertaining the audience and being the heartbeat of the brand. 

You’ve programmed everything from big mainstream sounds to very specific formats. What has that taught you about how people react to music based on where they are and what they’re doing?  

Music is a trigger to memory. I know the right song can take someone back in time to a family memory, a first date, a favorite vacation. An expertly curated playlist creates an environment that welcomes, energizes, and inspires the customer. It can make them feel good without them even knowing why. 

What are the genres or artists currently in your personal rotation that might surprise people?  

My musical taste is pretty broad/eclectic. My favorite genres are indie/alternative and hip hop, and my two favorite artists of all time are Neil Young and Drake.