When recommending music, do you give people what they already like or challenge their taste?

A question for people who regularly recommend music to others.
Whether you’re a reviewer, radio host, blogger, DJ, or just the friend everyone goes to for music recommendations:

How do you decide what to recommend?

Do you usually give people more of what they already like, or try to introduce them to something unexpected?

And what do you think algorithms consistently get wrong about music discovery?

I’m curious because one thing I’ve noticed from talking to music fans is that many people seem to trust recommendations more when they come from another person rather than from a platform.

Why do you think that is?