This Is Why Uber Drivers Play Such Bad Music

In May, Uber driver Adam (a pseudonym to protect against any backlash) received a message from the ride-hailing company: “Playing music is a great way to enhance a rider’s trip, but it’s helpful to remember that everyone has different tastes.” The note was an automated response to a passenger report — someone had complained about his EDM tunes and rated him with one star.

Adam was pissed. He’d made 4,000 trips over the last two years, often spending eight or nine hours a day in his car; doesn’t that give him the right to play what he likes?

Well, yes and no. Obviously Adam, like other Uber drivers, is in control of what he plays, but where he lacks autonomy is in how people rate him. Low ratings can be a death toll for drivers — fall below an arbitrary number (4.6 stars and below) and their account can be suspended. To reactivate after this happens, drivers are reportedly forced to pay $60 for an Uber sensitivity course. They also need to keep their ratings high to achieve or maintain Uber driver “diamond status,” which allows them to get paid up to 6% more per drive — Uber’s way of incentivizing drivers. To achieve diamond status, drivers must hit certain benchmarks, like a cancellation rate that stays under 4%.

Music taste is subjective of course, but Adam fell foul of one of the tenets followed by established drivers: When in doubt, go for top 40 or classic rock. Adam didn’t think it was fair that he had to change, but he switched stations. Sure enough, his rating soon went up.

That doesn’t surprise New York musicologist Jacob A. Cohen, who says that music enjoyment has been proven to affect customer satisfaction. Most research doesn’t focus on ridesharing in particular, but it stands to reason that satisfied riders would rate their drivers higher. So what’s the magical music formula? For the widest appeal, Cohen suggests, choose stable rhythms and stay away from loud or harsh vocals.

Some riders share their feedback immediately. In a private ridesharing group on Facebook, Uber driver Rachel says one passenger told her to play “normal music.” Another driver reports a Scrooge hating on his Christmas tunes. A number of drivers follow unspoken, almost instinctual rules to avoid rating drops: no rap at 10 a.m., no FOX News in San Francisco.

Others have go-to stations or playlists for work. Driver Graham likes Pop Rocks on SiriusXM, saying it’s “easy listening for the brain and plays everyone’s favorites from high school.” Driver Eileen prefers the chill beats of SiriusXM’s Spa station. “I get comments that [passengers] love it,” she says. Driver Rick is more cautious: “I play just this side of elevator music so as not to offend,” he says. Others say they lower the volume based on how old the rider is.

Some opt for a more personalized playlist depending on who gets in. It’s a risky strategy, but one with great payoff potential.

Many drivers also stay away from jazz and classical music, saying riders don’t appreciate it. “Jazz often has associations with elitism and musical intelligence,” says Cohen. “It’s a matter of familiarity with the music.” That’s why so many opt for the top 40; it’s a musical safe space, no matter how insipid.

Not all drivers agree with this approach. Driver Terry plays whatever he feels like and maintains a 4.9 star rating. “Passengers care about the car being clean more than anything else,” he says.

Some opt for a more personalized playlist depending on who gets in. It’s a risky strategy, but one with great payoff potential. Sacramento driver Ahmad changes the station based on age; passengers over 40 get 98.1 FM (soft rock and pop), whereas millennials will hear top 40 tunes from 99.7 FM. Driver James adapts based on time of day; hip-hop on Friday nights, classic rock during work hours.

“Listening to music with a stranger in a car is a really intimate setting,” says Peter Su, a Los Angeles based songwriter/Uber driver. He asks passengers if they have a preference before each ride. “Most say no,” he says, “but they appreciate the consideration.” Then he selects songs based on who’s in the car: indie-seeming types will get Wet, whereas funkier folk get Vulfpeck. “It’s dangerous,” says Cohen about a driver selecting music based on their perceptions of their passengers. “It can be its own form of stereotyping. It could be really offensive.” But drivers who get it right say they get higher tips and ratings.

What can a driver do to play it safe? There’s no such thing as universally enjoyable music, Cohen says, but there are tools that can help. Spotify and Pandora’s algorithms can be used to identify well-liked songs, which are safer options. “It doesn’t mean people like it, but it’s the least offensive,” he explains.

Meanwhile, drivers don’t just need to worry about ratings, because tips must also be considered. The Economic Policy Institute reported last month that Uber drivers earn $9.21 an hour after expenses (ridesharing blog Ridester’s survey placed this at a more generous $13.70) — hence the growing number of strikes and protests. Tips supplement this pay, and many drivers try to create the most advantageous environments possible for this, offering bottled water, USB chargers, and even snacks. The right selection of music also factors in.

A 2018 study by the Psychology of Music journal found that those aged 65 and older gave bigger tips in restaurants that played either uplifting or melancholic background music, compared to “baseline” background music that inspired neither emotion. Upbeat songs like Queen’s Don’t Stop Me Now resulted in a 52% increase in tips.

There’s also something called the “prosocial effect,” which describes the way people respond to calls for good. A 2010 report in the International Journal of Hospitality Management noted that French restaurants that played songs with “prosocial” lyrics (an example would be John Lennon’s Imagine) increased waiters’ tips by 8%.

Having control can also factor in. Cohen says that letting passengers play their own music — many drivers offer AUX cords, while others take advantage of Uber’s Spotify and Pandora features — could be a good ROI; you’ll likely rate them higher as they let you take “ownership of the musical experience,” he says.

To be sure, there are a zillion things that can influence tipping — the amount of sunlight, a driver’s race, and even their hair color. Only 35% of ridesharing users tip every time, with Gen Xers more likely to tip than millennials, according to a survey by autosales startup InstaMotor. Millennials are supposedly 12% more likely to tip if drivers provide free water or snacks.

Uber did not respond to my question about recommended music for drivers, but they did direct me to their community guidelines which state that low-rated riders can lose access to the app. “Respect is a two-way street, and so is accountability,” says Uber. To keep your rating high, “it’s helpful to be courteous and respectful to all people.”

Driver Brett likes to roll the dice. He intentionally plays political shows. “I educate [passengers] on issues of human rights and social justice,” he says. In four years, he’s had one complaint, and has a 4.96 rating. “Sometimes they ask what they’re listening to [and] thank me for sharing.”