My Aha! Moment: People Like What They Know — and That’s the Problem

It happened during a late-night curation session years ago. I was putting together a playlist for Nectars, something slow, moody and psychedelic. As I sifted through new tracks, I kept noticing something: the ones I connected with most weren’t necessarily the most experimental. They were familiar in structure, melody, or emotional tone. Comforting.

And it hit me: people like what they know. That’s not a bad thing, it’s human. We crave the known, especially in an unpredictable world. But it creates a massive tension in the music industry: we say we want “fresh,” “new,” “innovative.” But we reward familiarity. We stream what reminds us of what we already like.

This shapes everything, from radio to TikTok to label budgets. Labels pour money into songs that sound like the last hit. Playlists get filled with “if-you-like-this-you’ll-love-that” tracks. And artists who try to push boundaries often struggle unless they come with a built-in audience.

This is where the market’s deep contradiction lies: we champion creativity but fund predictability. That was my aha! moment, realizing that most of us don’t actually want to be surprised. We want to be comforted. Validated. We want music to feel like an old friend, not a new challenge.

That realization changed how I curate. I still seek newness, but now I think about bridges. How do I introduce someone to a new sound using a familiar vibe? How do I layer something experimental into a familiar emotional tone?

Innovation doesn’t always have to be jarring. Sometimes it just needs to be invited in slowly.

A person immersed in music with headphones on, enjoying the moment.

Happy listening!