Tag Archives: John Mayer

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…

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Visa Signs Up With iheartradio

strippedClear Channel’s on demand channel “Stripped” will now be available as a full time digital radio station, offering archived programming from the company’s collection of live artist performances and interviews. The new 24/7 station is integrated into the iheartradio platform and exclusively sponsored by Visa Signature. Visa’s sponsorship also includes on-air talent endorsements, a “channel takeover” of both the iheartradio application available for iPhone and BlackBerry as well as the stripped player widget.

The station will provide a vast array of live performances, from acoustic to plugged-in, as well as the series’ signature ‘cover tunes’. Between songs, listeners will hear artists share stories ranging from their first concert as a fan to their favorite new music. More than 125 artists have performed for the stripped on-demand series since the program’s launch with John Legend in May 2005. Other participating artists include Taylor Swift, Maxwell, Alicia Keys, Coldplay, Linkin Park, Sugarland, Green Day, Kanye West, The Fray, Lily Allen, Bon Jovi, John Mayer, Silversun Pickups, Rascal Flatts, Leona Lewis, and many more.

iheartradio is Clear Channel’s web and mobile based streaming platform. Other channels include erockster, Pride, White House Brief, 350 streaming broadcast stations, and recently launched artist-programmed channels from Christina Aguilera, Joe Walsh and others. iheartradio has mobile apps for iPhone and Blackberry as well.

This is not the first time Clear Channel has announced a blue chip advertiser as sponsor of their streaming audio offerings. Verizon and Fox Television are among the other big brands that have signed on to sponsorships on the iheartradio platform.


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