What does programming music at MTV in its golden era have to do with curating the perfect playlist for a bustling casino floor? 

Everything, if you ask Andrew Schiffman.

With over 15 years of experience in music curation and programming strategy at iconic brands like MTV, Vevo, and Universal Music Group, Andrew brings a deeply seasoned and human approach to New Level Radio’s client properties.

In this edition of Curator's Corner, we dive into how his roots in video-era programming, his constant discovery of new music, and his collaboration with the NLR team all come together to create immersive, vibe-perfect soundtracks that enhance the gaming experience.

Let’s take a spin through Andrew’s story.

You have an array of experience in music curation and programming strategy at well-known, iconic companies. How did these experiences shape your approach to music curation for the casino environment at New Level Radio?

My 15+ years as a music curator, primarily programming music videos at MTV during its pre-streaming heyday, taught me the importance of audience-centric curation. In those days, we carefully crafted playlists and themed programming to keep viewers engaged. That same principle — understanding the audience's mindset at different times and tailoring the experience accordingly — guides my work with NLR's properties. You curate for the time of day and the specific listener.

How do you stay up to date with emerging artists and trends across different genres to keep New Level Radio's playlists fresh and engaging for casino audiences?

Music is a constant in my life. I discover new artists through SiriusXM Alt Nation (especially their show Advanced Placement) and TikTok. My friends in the music industry also keep me in the loop about the latest releases and concerts via social media.  

How does the team at NLR, including CEO and co-founder Nathan Green, contribute to the overall curatorial vision and ensure consistency across different casino clients?

Nathan's passion for music and his exceptional sales skills make him a key asset. He brings fantastic energy to the team and builds strong relationships with clients, which is crucial for understanding their needs when we onboard a new property. Our music curation team is also a huge strength, as we bring a wide range of musical tastes to the table, from pop, hip-hop, and R&B to classic rock, alternative, and indie. We get together weekly for a curator’s check-in, talk about what property we’ll update, new music, and trends to keep up to date with. 

What aspects of working as a Music Curator for New Level Radio do you find the most rewarding or creatively fulfilling?

I am a bit of a perfectionist, and curating the perfect playlist is extremely rewarding. When selecting songs, I imagine myself walking around the casino floor with a huge smile on my face. 

Looking ahead, what are some trends or innovations in music curation that you believe will be important for the casino industry to consider?

There are a lot of companies that use AI to curate playlists. I’m a believer in human curation. Machines can’t give emotion. I always have an ear to the ground when it comes to new music and trends. If I like an artist, I’ll search on Spotify and look for similar artists.

CLICK HERE TO CHECK OUT OUR PREVIOUS CURATOR'S CORNER ARTICLE WITH DANIEL SENA