Curation by context is the game of late. We choose music by our mood, by our activity, and by our audience. Spotify lets you browse by mood and events, showcasing playlists that cross multiple genres because music can’t be sorted into individual boxes.
Corporate cost-cutting and new technology have resulted in the advent of automated systems that can make the on-hold experience even more frustrating. It can feel near-impossible to get a human on the phone these days, which a national survey conducted by Consumer Reports found to be Americans' second-greatest annoyance, after hidden fees but beating out inaccurate weather reports and dog poop. Green observes that often people call as a last resort, because something on the website wasn't clear, perhaps, and they really need an answer quickly. So callers are captive listeners, a state often associated with the gridlock of waiting, whether in line at a Starbucks, in a dentist's chair, or in the proverbial elevator making its slow way up.

Music – during voice over messages, the music will be slightly raised in volume. It is important to select a piece of music that compliments your brand.
On-hold music is considered standard in business phone systems today because people actually perceived wait times as shorter when they hear it. On-hold music traditionally worked by having specialized equipment attached to the phone, and the jack might plug into the radio, then tapes, then CDs, then MP3 players. PRI boards are built with jacks to play on-hold music.