Pandora Rolls Out Next Generation Of Its Artist Marketing Platform

Pandora Rolls Out Next Generation Of Its Artist Marketing Platform
Rochelle Burbury
By Rochelle Burbury
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Pandora, the go-to music source for fans and artists, today revealed the next generation of its Artist Marketing Platform (AMP), a powerful evolution of Pandora’s unique suite of marketing tools that includes Artist Audio Messages, Featured Tracks and AMPcast.

The redesigned platform makes it even easier and faster for artists – emerging to megastar – to grow an audience, track progress and connect with fans on Pandora.

In addition to providing valuable data about how an artist’s music is performing on Pandora, AMP now features a dynamic feed of an artist’s campaign activity as well as performance metrics and suggestions for new campaigns. AMPcast, in limited release since it launched earlier this year, is now open to all artists. Its new features give artists the ability to geotarget Artist Audio Messages, share these messages via social networks or save draft messages to edit at a later time – all from the Pandora mobile app.

“Pandora in Australia and New Zealand has just launched the newly redesigned and rebuilt Artist Marketing Platform. Our US team has been working on this for more than 15 months. It is a second to none artist marketing platform. It takes a massive leap beyond reactive analytics and dashboards, as it empowers the artist to connect and engage with their fans whilst they are listening and discovering their music,” Pandora Australia and New Zealand artists and industry relations director Thomas Heymann said.

“There is no other product like it in the market, no other service offers the artist the ability to talk to their fans in real time on the go and to reach out and communicate with their fans. This is real artist-fan engagement. And there is more to come.”

To promote singles, albums, shows or tours, artists can design and schedule integrated campaigns on AMP leveraging a combination of tools that drive listener engagement:

  • Artist Audio Messages: Let artists record a short audio message, customize the message with images or calls to action, set it to play before or after a specific track and geotarget fans in specific markets.
  • Featured Tracks: Give artists the ability to promote a new single widely across Pandora and receive real-time feedback such as thumbs up or down and station creations to gauge listener affinity.

Over the past two years, Pandora has invested in helping artists connect with their fans at scale. The company introduced AMP in late 2014, Artist Audio Messages in early 2015 and AMPCast in early 2016. Pandora also acquired Next Big Sound to help artists quantify the value of other channels including YouTube, Twitter and Facebook and this August, introduced three Next Big Sound charts: Trendsetters, Predictions and Top Spins.

To date, more than 6,000 artists are using AMP to make critical career decisions and more than 5,400 Artist Audio Messages have been heard by Pandora listeners nearly half a billion times.

 

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