This chapter considers "passion" as an enthusiastic orientation to work within creative worlds: work motivated by intense attachments to the products of work and their conditions of production. Drawing on Luc Boltanski's pragmatic sociology of critique and justification, the chapter argues that the passionate lens most usefully trains our sights on normative questions: not what or how-but why such work is undertaken. Embedded in research on cultural and creative industries, the contemporary recorded music sector is presented as a "passionate" industry in transformation. Interviews with workers, who both criticize and defend their industry, act as a springboard to explore three possible interpretive approaches: affirmative, critical and pragmatic. Theoretical flexibility is needed to keep "passion" open to future inquiry-particularly regarding inequalities in creative work. Browsing through each bullet point on the "preferred candidate will demonstrate…" list, I reflect on my experience. A qualification; some event promotion; office work: I consider how to pare these down into basic elements that display a technical, social and personal prowess in the field of music administration. What are the requisite "transferable skills"? Word processing and spreadsheet management. "Meeting deadlines". "Professionalism". "Interpersonal skills and relationship development". "Creative thinking", "initiative", "passion for music"...? I wonder, uncomfortably, what is meant by this. Music is my passion, of course-but this music? I've never even heard of most of their artists. Do I have the right passion?