Programming at a radio station must include music. In addition to providing a soundtrack, it can create an atmosphere or mood and provide a welcome break from the spoken word. A radio station's brand can also be promoted with music, by choosing songs that are in line with the image and style of the station. Some genres of music will be more popular with different demographics than others, so radio stations need to be cautious when choosing music. An adult contemporary station might play more easy listening and classic rock than a station that targets young people. Music must be matched with the right mix to appeal to the listeners and keep them coming back for more.