Inside SiriusXM’s 'Places' Collection: Crafting Soundtracks for Imaginary Spaces
Human curation still matters in the era of AI
What if your radio could drop you inside a surf shop, an old-school elevator, or even the cereal aisle of a supermarket—complete with tongue‑in‑cheek announcements reminding you you’re in a simulation?
That’s the cool, quirky premise behind SiriusXM’s “Places” collection, a series of hyper‑specific, mood‑driven channels designed to make music listening as immersive (and delightfully weird) as possible.
Inspired by the fictional stations in Grand Theft Auto and built entirely by human programmers who obsess over every song choice and sly interstitial, these sonic destinations are as much about feel as they are about sound.
We caught up with Steve Blatter, SiriusXM’s Senior Vice President & GM of Music Programming, to talk about where the idea came from, how his team makes each “Place” feel real, and why no algorithm can replicate the human touch.
What sparked the idea for the “Places” collection, and how did you decide which oddly specific settings deserved their own channels?
Steve Blatter: We are always seeking ways to uniquely package and present music in an emotionally engaging manner. The “Places” collection on our streaming platform is designed as a playful extension of the in-car experience.
Our programmers took inspiration from the fictional radio stations in the Grand Theft Auto video game series. These place-based channels feature quirky breaks and comedic bits that make listening more fun and unexpected.
For instance, on our Supermarket channel, you might hear a sudden announcement, “Attention Shoppers: Thanks for shopping supermarket simulator. Be sure to save at checkout and click the menu or click the desktop now. Be sure to save at checkout and click the menu or click the desktop now. I can see you're having trouble. You are in supermarket simulator. You are in a simulation. WAKE UP!”
How do your human programmers approach crafting the perfect vibe for a space like a Surf Shop or an Elevator — what’s the creative process behind these playlists?
Steve Blatter: SiriusXM’s programmers begin by picturing themselves in the space—whether it’s a surf shop or an elevator—and asking, what should this feel like? From there, they hand-select songs and weave in playful interstitials that capture and enhance the mood of the place.
How do you balance nostalgic, recognizable tracks with unexpected or offbeat choices that give each “Place” its unique character?
Steve Blatter: We balance familiar hits with quirky surprises, adjusting the mix for each channel so the blend feels just right for each “place”.
With AI-generated playlists on the rise, what do you think sets human-curated channels like “Places” apart in terms of listener experience and emotional connection?
Steve Blatter: Our programmers craft not just the music, but also create playful interstitials that are programmed between songs to create a unique environment that no algorithm could easily replicate.
Looking ahead, are there plans to expand into even more hyper-specific environments or seasonal/event-based mixes — and how much do listener suggestions shape that process?
Steve Blatter: Yes! We already have several new “Place” based channels in development, including seasonal and listener feedback is always a key driver in shaping what comes next.
With AI increasingly used in music discovery and playlist building, how do you strike the right balance between algorithmic recommendations and human curation at SiriusXM?
Steve Blatter: We use listener trends to inform, but people to inspire—blending audience insights with human curation, context, and storytelling to create playlists that feel relevant, surprising, and deeply connected to the listener in a way AI alone can’t deliver.