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Pandora
Pandora is a music streaming and recommendation service launched in 2005. It analyzes songs using the Music Genome Project which examines over 450 musical characteristics of each song. Listeners can provide feedback on songs to refine recommendations. Pandora has a free ad-supported tier and a paid ad-free Pandora One subscription. It offers personalized radio stations accessible on many devices. The platform sees continued growth in active users and listening hours each year.
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Pandora
- 1. S Social Media PlatformReview Lauren Wallis
- 2. S When was thelast time you fell in love with a new artist or song? At Pandora, they have a single mission: To play only music you’ll love! https://www.youtube.com/watch?v=R2uk7bz6vAg
- 3. Overview and Description SLaunched in 2005. S Connects bands, brands and fans through their passion for music. S Music streaming and automated music recommendation service. S Ability to provide positive or negative feedback for songs. S Option to purchase songs. S Two subscription plans: a free subscription and a fee based subscription.
- 4. What makes thisplatform unique? S Listeners can tune into pre-made genre stations, other users stations or even create their own. S Each track can be responded to with favorable (thumbs up) or unfavorable (thumbs down) buttons. S A buy button is located at the top of each song block. S Can listen on mobile devices. S Users can create up to 100 different stations. S Pandora One. S Music Genome Project.
- 5. Pandora One S NoAds S Higher Quality Audio S Desktop Application S Custom Skins S Fewer Interruptions S $3.99 a month vs. $4.99 a month S http://www.pandora.com/one
- 6. Music Genome Project SBegan developing in 2000. S Each song is analyzed using up to 450 distinct musical characteristics. S Database is built using a methodology that includes the use of precisely defined terminology, a consistent frame of reference, analysis, and ongoing quality control. S Does not use machine listening. S Updated on a continual basis. S Recognizes and responds to each individual’s tastes. S Personalized radio experience – stations that play music you’ll love – and nothing else.
- 7. S Fun Fact “The namePandora means “all gifted” in Greek. In ancient Greek mythology, Pandora received many gifts from the gods, including the gift of music, from Apollo. She was also, as we all know, very curious. Unlike those gods of old, however, we celebrate that virtue and have made it our mission to reward the musically curious among us with a never-ending experience of music discovery.” -http://www.pandora.com/about
- 8. Key Performance Indicators SFan/ Follower Growth- Following other users allows you to discover new music and keep up with your friends listening activity. Pandora gives users the option to follow other Pandora listeners or your Facebook friends that are also on Pandora. S Engagement Rate- Pandora gives users the option of clicking a “thumbs up” button to indicate a like or a “thumbs down” button to indicate that you do not like that song. You can even like a track without giving it a “thumbs up” by clicking on the name of the track and clicking on “Like this track”. Your likes are then displayed under your profile and music feed allowing followers to view your likes. S User Activity- As well as liking tracks, Pandora also gives users the option of commenting on artists or tracks. By clicking on the artist’s name or song title, you will see any comments left by other listeners or you are able to add your own comment to the field. S Share ability- Pandora allows users to share music to your Pandora profile by default and if your profile is public, Pandora will also share to your follower’s music feeds. Pandora has just added a new feature allowing users to publish their Pandora listening activity to your Facebook timeline.
- 9. Anytime. Anywhere. Over 1000 devicesare connected to Pandora including smart TV’s, refrigerators and over 130 car models. Enjoy Pandora on mobile, web, tablet, in-car, and with consumer electronics. Sleep Timer and Alarm Clock features.
- 10. Advertising and Marketing Opportunities SMotel 6 S Gatorade G Series S Showtime series Shameless S Nike S Honda Dealerships S Pandora Presents.
- 11. S Pandora Presents A naturalextension of Pandora’s online experience of personalization, discovery and connection, Pandora Presents connects bands, brands and fans in a live event. By using data to identify hot up-and-coming artists trending in an area, Pandora Presents and Jeep brought fans in Atlanta, Los Angeles and Chicago a free concert. From a Jeep pre-show tailgate, pre and post-event custom content and cross platform media, Jeep tapped into the power of music to reach their audience. http://advertising.pandora.com/work/#
- 12. Marketing Impact for Businesses SMusic defines your brand and creates personality for your business. S Businesses such as retailers, restaurants, hotels, and spas use Pandora. S Simple and affordable. S Businesses can purchase Pandora use through their partnership with DMX.
- 13. Statistics S #2 mostdownloaded iPhone app of all time. S January 2014: 73.4 million active listeners. S January 2013: 65.6 million active listeners. S Registered Pandora users in the U.S.: 175 million. S Number of U.S. users that have accessed Pandora via smartphone: 115 million. S Total listener hours in January 2014: 1.58 billion. S Total listener hours in 2013: 16.70 billion hours. S Number of tracks in the Pandora library: more than 1 million. S Number of artists represented in the Pandora library: more than 100,000.
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Editor's Notes
- #4 Pandora was launched in 2005.Pandora connects bands, brands and fans through their passion for music. Pandora Radio is a music streaming and automated music recommendation service. The service plays musical selections of a certain genre based on the artist or song selection. The user then has the ability to provide positive or negative feedback for songs chosen by the service, which are taken into account when Pandora selects future songs on that station. While listening, users are offered the ability to buy the songs or albums at various online retailers. The Pandora service also has two subscription plans: a free subscription supported by advertisements and a fee based subscription without advertisements called Pandora One.
- #5 A station is set on Pandora by specifying an artist or song, or a combination of multiple items of any kind in a single station. Listeners can tune into pre made genre stations, other users stations or even create their own stations based on musical interests. Each track played can be responded to with favorable (thumbs up) or unfavorable (thumbs down) buttons, which determine if it should be played and how much should similarly classified songs be played in the station. A second negative response to the same artist will ban that artist from that station. An unfavorable response immediately stops play of the track.A buy button is located at the top of each song block. Pandora also has an application to listen on other mobile devices. Users can create up to 100 different stations on their Pandora accounts. Over 400 different musical attributes are considered when selecting the next song to play on that station. These 400 attributes are combined into larger groups called focus traits such as rhythm syncopation, key tonality, vocal harmonies and displayed instrumental proficiency.
- #6 Pandora One is completely free of any sort of advertising. No audio ads or visual ads. Pandora One also offers higher quality audio which allows you to experience music at 192K bits per second. More bits means better sounding audio. With Pandora One Desktop Application, you can play your Pandora stations right fro your desktop, without even needing to open a web browser. This is available for Mac and Windows operating systems. Pandora also provides you with custom skins to surround the Pandora player in your browser that will make the look of Pandora as personalized as their music. Pandora One offers you a longer listening time without having to interact with the product. Every time you create or change a station, give thumb feedback, skip, etc the timer is reset.
- #7 Began developing the Music Genome Project in the year 2000. It is the most comprehensive analysis of music ever undertaken. The Music Genome Project is one of the core technologies currently used by Pandora to play music for Internet users. The Music Genome Project represents over 10 years of analysis by their trained team of musicologists, and spans everything from this past Tuesday’s new releases all the way back to the Renaissance and Classical music. Each song in the Music Genome Project is analyzed using up to 450 distinct musical characteristics by a trained music analyst. These attributes capture not only the musical identity of a song, but also the many significant qualities that are relevant to understanding the musical preferences of listeners. The Music Genome Project's database is built using a methodology that includes the use of precisely defined terminology, a consistent frame of reference, redundant analysis, and ongoing quality control to ensure that data integrity remains reliably high. Pandora does not use machine-listening or other forms of automated data extraction. The Music Genome Project is updated on a continual basis with the latest releases, emerging artists, and an ever-deepening collection of catalogue titles.By utilizing the wealth of musicological information stored in the Music Genome Project, Pandora recognizes and responds to each individual's tastes.
- #9 People listen to Pandora at an average of 2 hours a day, creating almost 150 million stations and 1 billion thumbs a month. Pandora’s personalized environment, engaged audience and targeted ad solutions deliver results. Pandora has a proven ROI track record whether your goal is higher engagement rates, lefts in brand metrics or more in-store traffic.
- #10 Listeners are given the opportunity to enjoy Pandora on mobile, wed, tablet, in-car and with consumer electronics wherever and whenever they want. Over 1000 devices are connected to Pandora including smart TVs, refrigerators and over 130 car models. Pandora is there from waking up in the morning to going to bed at night with its new Sleep Timer and Alarm Clock features.
- #11 Some of the most compelling audio ads on Pandora are ones that acknowledge the audience and tie into their music experience. Motel 6 demonstrates how a brand can utilize the power of audio to tailor their message for the Pandora environment, and drive traffic to their app. Gatorade created three distinct branded stations to exemplify each product line of the new G Series. As one of Pandora’s native advertising solutions, Branded Radio is a powerful tool to build the sound of your brand and engage fans. This gave Gatorade the opportunity to interact with listeners organically while providing unique, curated stations that users can enjoy indefinitely.Pandora is an unexpected and effective platform for video ads. Showtime utilized Pandora’s video product to deliver a full-screen experience in a clean, clutter free environment to Pandora listeners in their target demographic. With an ad experience that organically blended into the Pandora platform, Showtime was able to successfully increase awareness of its show, Shameless.Pandora’s mobile interstitial ad product provides first impression, full-screen delivery for advertisers. The interstitial allows advertisers to showcase beautiful mobile creative. Nike took advantage of this impactful mobile product with an artistically arresting video that appeared upon launch of the app.Pandora display ads only deliver upon engagement, while audio products are effective at reaching multi-tasking listeners on-the-go, whether at home, at work or in the car. TriHonda Dealers harnessed the benefits of both products cross-platform with Audio Everywhere, and through Pandora’s precision targeting their tailored tri-state message hit just the right audience.Pandora also connects bands, brands and fans with up close and in person exciting live events and custom content. Franchise events, like Pandora Presents and Pandora Discovery Den, and custom concerts position your brand on the cutting edge of pop culture. Online, the connection continues and your reach broadens with your brand bringing exclusive artist videos and content to the audience.
- #13 Music defines your brand and creates personality of your business. Pandora is the simple and affordable way to create your vibe and enhance the customer’s experience. Pandora ensures that businesses have the proper licenses to play music in their business. Due to the terms of Pandora’s music licenses, the consumer version of the Pandora service cannot legally be used to play music in a commercial setting in which businesses are to purchase Pandora through their partnership with DMX. DMX is a leading global provider of music and other experiential branding services for businesses. For over 40 years DMX has been designing and delivering experiences to enhance the brands of over 100,000 businesses with the following suite of services:o Music Services and Strategy: in-store, online, interactive, and promotions and eventso Video (music and lifestyle video) and digital signageo Audio Messaging: In-store and on-holdo Mobile Services: SMS Messaging, Mobile Web, and mobile music contento Scent: on-site fragrance marketingo Audio/Visual Systems: design, engineering, and installation
- #14 Pandora is bigger than the top 20 U.S. Internet radio services combined, Pandora rocks almost 76 million listeners monthly – that’s 1/4th of the U.S. population. Pandora is the #2 most downloaded iPhone app of all time. As a daily habit, people listen to Pandora an average of 2 hours a day, and create almost 150 million stations and 1 billion thumbs a month.