Internet radio service Pandora has launched Pandora Artist Marketing Platform (AMP), a free online service that gives artists and their managers a detailed view of their audience on the internet radio platform.
Pandora AMP provides a trove of data and insights to all 125,000-plus artists, including over 1100 from Australia and New Zealand, played on the service. Derived from tens of billions of hours of personalised listening, it has the potential to help artists with many critical decisions such as tour routing, single selection, set lists, audience targeting and more.
Updated daily, examples of the insights available on Pandora AMP include:
- Song-by-song performance information, including total spins and number of thumbs up
- Number of unique fans that have created a station for each artist
- Detailed geographic and demographic breakdowns of each artist’s audience
“When I was in a band, we had a rented van, a box of fliers, and a couple staple guns,” said Tim Westergren, Pandora’s founder and a former touring musician himself.
“The challenge faced by artists trying to find and build an audience was part of the original inspiration for Pandora. With AMP, the goal is simple, we want to harness the power of our scale and data to make artists’ lives easier.”
Insights on Pandora AMP, powered by The Music Genome Project, provide a lens into the company’s immense data, collected since its launch more than nine years ago. With more than two million registered listeners now tuning in for the equivalent of 45 years of music every day, it gives artists access to the single largest source of music engagement in the Australia, New Zealand region.
- 50 billion-plus hours of music have been listened to in the past nine years on Pandora
- 45 billion-plus “Thumb” inputs have been shared
- Seven billion-plus stations have been created
- 1.61 billion listener hours in June 2014 alone
The scale of this audience has important implications not only for established acts but also for the tens of thousands of working musicians who have never enjoyed the support of broadcast radio – over 80 percent of the artists on Pandora do not receive any airtime on terrestrial radio. With AMP, Pandora has created an easy-to-use and actionable tool for all musicians.
“Musicians have largely had to rely on social media to interface with the general public,” said Westergren.
“Not only are their audiences significantly larger on Pandora, the numbers reflect fans who are actively engaging with an artist’s music. AMP provides a direct view into who and where these audiences are and what resonates with them.”
Australian Blues and Roots artist, Claude Hay has experienced firsthand the benefits of the service. “I have been using Pandora AMP for the last three months through the beta program, giving me insight into which tracks are spinning the most and which are the most liked; as well as information about who is listening. On Pandora I am most popular with males age 24-35 – this mirrors what I see at my live shows and it is great to have the data to back-up what I knew anecdotally. Music streaming in an integral part of the modern landscape and the ability to have as much information and be as plugged in as possible is fantastic.”
“Actually seeing where people are listening to an artist’s music and being able to track listening spikes will be hugely beneficial,” said Troy Carter, CEO and founder, Atom Factory. “It is exciting to think about not only what I will learn about my artists, but how I will be able to use this information in the future. I love that Pandora has chosen to openly share this data with artists.”