Music Industry News Network [07-24-2017]
Pandora's Artist Marketing Platform Hits A Billion Audio Message Impressions, Adds New Features
Pandora announced new features on its Artist Marketing Platform (AMP) and that it has generated a billion listener impressions from Artist Audio Messages. New features including Promote Single, Promote Show and Custom Profile Photos help artists of all sizes and genres break new music and personalize their presence on the service. New advanced targeting for Artist Audio Messages and Featured Tracks leverages listener data to help artists reach their fans more effectively.
"Direct-to-fan marketing has never been better for artists and labels on Pandora. In two years, AMP has enabled thousands of artists to talk directly to their fans via Artist Audio Messages, resulting in over a billion listener impressions," said Shamal Ranasinghe, VP Product for Creators, Artists, and Content Operations at Pandora. "Our new features continue to provide unprecedented ways for all artists on Pandora to connect with their fans, sell tickets, and break new music."
"It's so cool that Pandora lets me use AMP wherever I am to reach my fans wherever they are. It's so easy. I've seen a lot of success with AMP, because it lets me tell even more fans than ever about my new song, Reload, resulting in more spins and sales," said Colt Ford, who currently has over 325 million spins on Pandora.
"Thanks to Pandora's Artist Marketing Platform, they helped me achieve my goal of putting my new music in front of my fans and give me the edge of being able to directly talk to my fans," said 2 Chainz, who used AMP to help his latest single, "It's a Vibe," reach the right audience.
The new features introduced today include:
Promote Show: AMP lets artists promote anything that's important to them including one of their biggest sources of income: live shows. Promote Show leverages the power of Artist Audio Messages to drive ticket sales to individual shows by allowing artists to customize flight dates, ticket purchase links, and geo-target their messages.
Promote Single: Artist Audio Messages have also proven effective at helping artists introduce a new single to fans. This tool offers a seamless way to tether an Artist Audio Message to a Featured Track and increase fan engagement.
Featured Tracks: This existing feature is now even more powerful as targeting that leverages massive amounts of listener data places a track on exactly the right station, resulting in more engagement and opportunities for discovery.
Custom Profile Photos: Enables artists to submit and update their own profile photo that will appear in AMP and to listeners across Pandora.
Over the past three 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. To date, more than 11,000 artists are using AMP to make critical career decisions and more than 14,000 Artist Audio Messages have been heard by Pandora listeners a billion times.
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