Tag Archives: jack johnson

How Pandora Creates Value for Audience, Artists and Advertisers

Pandora is certainly one of the most listened to Internet radio services in the US and possibly beyond. Their interactive service enables listeners to build channels around their preferences, share music and listen on many mobile devices. With millions of registered listeners, they have a  lot of data about those listeners – age, gender and location, as well as what types of music and artists they prefer.

The data Pandora has on listening preferences is of course valuable stuff to advertisers, and Pandora has been doing a pretty good job of selling unique music sponsorships to key advertisers. Last year Pandora worked with The Dave Matthews Band to debut his new album “Big Whiskey and the Groogrux King”. They streamed the album for a week before it actually was released, built a special landing page for the debut, and sent a message to every registered Pandora user who had either signed up for a Dave Matthews channel, or had given a DM song the Pandora “thumbs up”.

According to Reuters, the promotion resulted in more than half a million streams, with 8,000 linking through to buy the album on iTunes. Pandora gets the revenue share from all those downloads. They sold the sponsorship to Brita for an undisclosed amount.

Later in the year Pandora offered John Mayer fans a couple of video interviews, along with a customized playlist of his favorite songs. AT&T bought a sponsorship of the promotion which netted 81 million impressions. Since then, Pandora has launched or pitched a bunch of other similar offerings from prelaunch listening opps, to video interviews and/or artists’ custom music lists – for big name artists like Jack Johnson, Jewel, Miley Cyrus, Switchfoot, Miranda Lambert, the Walkmen, Mason Jennings and Rogue Wave.

Relevant, rare offerings for listeners; valuable, targeted marketing opportunities for artists. Sounds like a great strategy for engaging advertisers and building revenue…

The Truth About Pandora and New Music Discovery

According to some recent research by Bridge Ratings, listeners expect Internet radio stations to be more adventurous and provide them with more opportunities to discover new music. Independent band Barefoot Truth would attest to that. The band has been around loosely since 2003, but recently submitted a cd to Pandora. That’s when it started to get exciting.

According to a recent article in USA Today, the band’s songs started showing up on stations created for fans of Bob DylanJack Johnson and Dave Matthews. “All of a sudden, people we had never met before were buying our music online and asking us to play in their cities,” band guitarist Jay Driscoll says. “Then we started seeing strangers singing the words to the songs at our shows.”

Now their songs have seen over 4.5 million spins on Pandora - according to Sonicbids, an online booking platform for indie bands. That’s a lot – according to music trade publication mi2n, “the 4.5 million figure is notable for a band at this level (by comparison, ‘Where Are You Going’ by Dave Matthews Band has notched 10 million spins,) and Barefoot Truth happily credits ‘The Pandora Effect’ for its crucial role in generating their growing army of listeners.”

Not bad for a band from Mystic, Connecticut (also world headquarters to Audio4cast). It’s a great story about the way Internet radio can open up opportunities for bands to get heard and listeners to hear new bands. It doesn’t hurt that BFT’s music is infectious and Pandora’s audience is growing exponentially. May they thrive…

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