Friend of a friend does (did?) this for, iirc, Topshop etc. Apparently she's bleeding edge cool/hipster - literally tasked with listening to 'everything', figuring what's cool, what's up and coming, who is going be 'cool' next and sticking it on a playlist. I remember sitting in a pub chatting about what a great job it must be. That said, this was probably 8 years ago, so definitely in the Shazam era, but I assume before anyone was using it for any reference point.