In Music Module 1 we learned about:
• The history and usage of music. How whistling and later instruments helped humans to communicate and create art.
• How music can affect the human body to increase focus and creativity for our Juicers and guests.
• How we strive to be the best in all aspects of our business, including our music by carefully selecting what we play, how we play it and when we play it.
• The timing of the different playlists and why it is important that we play a specific type of music in the morning, during peak hours and in the evening.
In Music Module 2, you will learn more about our music community, how we differentiate our playlists and our vision to create our own record label – JOE Records.
Build-a-music-community
In JOE & THE JUICE, we’ve always been extremely demanding of ourselves. This results in us doing more or less everything ourselves, especially when it comes to our music. Our Juicers are our brand, which is why they’re the ones creating our music. Everything from the playlists, to the music we have in our Instagram videos.
Essentially, this means any Juicer in the company can submit as many songs as they want to the Music Manager if they would like something added to one of our playlists. To make sure the brand is kept strong and grows in the right direction, the Music Manager filters the suggestions from Juicers and makes sure the music fits within the framework the brand has created for the music profile.
Ever since Pippo (Philip Finsteen Gjødvad) walked into the first JOE bar in Rue Verte on that fateful day in 2004, the volume of the music was turned up. The music came from their personal iPods and later iPhones and contained music the ‘founding fathers’ liked to listen to. Their common taste in music later became known as “JOE-music” and can often be recognized by its electronic sound, inspired by genres like House.
Today, it is of course very different with the music coming from a commercially licensed music provider. The brand has developed a lot since, and today our music is a mix of the founding fathers’ initial taste and our Juicers’ taste as well. By doing it this way, we ensure our music profile is a healthy mix that ranges from old school to mainstream. This process ensures our music continues to develop with help from our Juicers but stays true to the brand by the hand of an experienced Music Manager.
Inclusion is not just for our guests, but for our Juicers as well. Our Juicers are the brand and for this reason, we want you to choose the music we put out over the speakers in the bars. Approximately 3000 songs are submitted from our Juicers from all over the world every month, which goes to show that the community is very active. As mentioned some of the songs are filtered out and won’t reach the playlists, but when it does, it is a very satisfying feeling for the Juicer who added it, to suddenly hear the tunes of a song they like being blasted through the bars worldwide.
If you’re in doubt as to how you submit songs, just go to the music section on e-Campus and sign up to become a ‘Music Suggester’ then you will gain access to our ‘bank-playlists. Whenever you hear a song you like, simply add it to the appropriate list – that’s it!
Playlists
Overall our music profile is defined by perceived and felt emotions. Our playlists are the different aspects of those emotions. The frame of a playlist is therefore defined by the selected emotions, which means that it will always have the same feel and sound, even though the trend or music may change.
We’ve discarded the old ways of having a morning, peak and evening list to fit the time of the day.
As we’ve grown, a need to be more selective in our playlists was the natural step to take. With many different geographical locations, it was decided that we would divide our bars into 3 different music segments:
• Urban
• Residential
• Business
Each segment also has two under categories:
• Busy
• Chill
All bars will fall under one of the 3 main music segments and will, therefore, carry a certain vibe that fits the clientele and geographical location.
Urban
Urban bars have a loud and fast atmosphere, with a constant flow of guests throughout the day. These playlists merge the corners of our diversity together in a coherent vibe. With relatable styles from RnB, Hip hop and Dance music, we push the boundaries to provoke the trend and taste in music.
The music played in these bars brings together a variety of:
• RnB
• HipHop
• Dance Music
… to match the energy of the physical environment.
Residential
Residential bars have a calm and casual atmosphere, where we invite our guests to get cosy and stay for hours on end. The location and physical appearance of this kind of bar tend to make our guests stay longer and enjoy their day at a relaxed pace.
Here, you will catch a funky vibe that makes you bend your knees and snap your fingers to the catchy basslines. A constant atmosphere of good-feel with stylish, niche elements from the electronic world of House. The playlists in here contain styles from:
• Deep and groovy music
• Dominating bass lines
• Energetic vocals and rhythms
Business
Business bar, is as the name implies located in busi- ness areas, for example on Wall Street in New York City. Here, people are buried in their work all day and therefore the music is chosen specifically to enhance focus. This is the niche vibe that transcends your body and soul into a constant rhythm of upbeat electronic productions while pleasing your audible senses with soothing basslines.
These playlists mostly contain simple layers of clean electronic tracks which are:
• Fast-paced
• Minimalistic
• Techy
We are very vain about our music and have come to understand that one of the biggest success factors in JOE, is our music profile. Our playlists have evolved with us but kept the original JOE spirit. However, we dare to dream a little bigger as to what the next step should be…
Joe Records
Since JOE opened its doors for the first time in 2002 and until the present day, our music profile has proven to be somewhat unique. Every JQ can listen to a song on the radio and immediately classify it as a “JOE-song”. It is a specific style of sound, which takes a lot of inspiration from House music. It is of high quality, minimalistic and anchors in deep frequencies.
Our regulars can distinguish this too, and we’ve always taken pride in being a ‘music-station’ to our guests, as well as our Juicers. We are broad reaching and still not completely defined, but we’re slowly creating the framework for how and what we define ourselves as.
With this in mind, we want our own record label, so we have absolute control of all of our music in every aspect. We want to create, promote, manage, license, release and play our own music. We want to sign our own artists, and with an army of young and talented people, we don’t have to look far to find DJs, rappers and singers. Being a Juicer is like being an entertainer and maybe that’s the reason why a lot of Juicers have creative minds and a flair for being on a stage.
We want to represent our culture internally and externally by making music for our Juicers and guests. Maybe even in time, host concerts where we invite our guests to come party with us at one of our events – now that’s inclusion.
This concludes module 2, which hopefully gave you an understanding of:
- How our music community is a mix of the taste of our founding fathers and our Juicers.
- How by adding songs to our JOE playlists on Spotify, you can be part of our community and decide what eventually goes on the playlists.
- How our playlists consist of 3 different segments with 2 under categories, built to fit the geographical location and local clientele.
- Our plans to create our own record label “JOE Records”, to be self-sufficient and create our own music.
Next up is Music Module 3, where you will learn more about sound design, the technical details as to how music should sound and the equipment that goes into creating this process. This last module will, as mentioned earlier, be a very useful and interesting read for our Juicers who walk around with a little Music Manager in their hearts.
E-Campus is our internal online educational platform which provides worldwide access to all information and training material relevant for developing within the MoneyBall. It contains the entire e-learning education from Prospect JQ to Prospect Regional Manager and serves as our Knowledge Bank for references. The overall purpose of e-Campus is to educate, inform & entertain but also to secure our culture as we continue to expand worldwide.
