Pandora Rolls Out a New Generation of Its Artist Marketing Platform

A Commpro News Update

Pandora, revealed today the latest generation of its Artist Marketing Platform (AMP), an evolution of Pandora’s suite of marketing tools that includes Artist Audio Messages, Featured Tracks and AMPcast. The redesign increases the ability for artists large and small to grown an audience, track progress and connect with their fans.

“AMP eliminates guesswork, helps break new artists, surfaces new music from established artists and creates new revenue streams.”

AMP features a look at an artist’s campaign activity and performance metrics, while also offering suggestions for future campaigns.  AMPcast is no longer in beta version, and is now open to all artists who use the platform.  Some of the new features include being able to geotarget Artist Audio Messages, as well as sharing those messages via social media.  Artists also have the ability to save draft messages to edit at a later time - all from the Pandora mobile app.

“Our mission has always been to offer every artist the opportunity to find their audience on Pandora - a fan base of more than 78 million of the most engaged listeners in streaming music today,” said Sara Clemens, chief operating officer and head of Pandora’s Music Maker Group. “AMP eliminates guesswork, helps break new artists, surfaces new music from established artists and creates new revenue streams.”

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.
• Ticketfly Integration: Prompts artists to promote shows at Ticketfly venues via Artist Audio Messages, automatically provides a "click to buy" link and suggests dates for airing and geotargeting the message based on the event location.

“AMP is proof of Pandora’s commitment to improving the lives of musicians and supporting our industry. It’s the most targeted and efficient set of promotional tools available and it helps us reach a massive audience. The latest updates actually make it even better and we will use it across our roster to let fans know of initiatives and to break new artists,” said Avery Lipman, president and co-founder of Republic Records. “Ariana Grande recorded a series of Artist Audio Messages to support the release of Dangerous Woman that encouraged listeners to preorder the album. The click through rate - a staggering 8.1 percent – was five to seven times what we saw for social and paid channels and drove significant preorders. Other emerging bands like Marian Hill are also using AMP and are thrilled with the results they’ve seen with products like AMPcast.”

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.

For AMP how-to videos, case studies and more, visit https://ampplaybook.com