1. An apparatus to serve playlists, comprising: a proximity module to detect a proximity of one or more client devices to a venue that provides ambient music; a filter module to filter preference data associated with the one or more client devices based on one or more of calendar data or message data associated with the one or more of the client devices; a playlist module to generate an anonymous playlist based on filtered preference data associated with the one or more client devices, wherein the anonymous playlist lacks personal or other user-identifying information; and a venue notification module to send the anonymous playlist to the venue.