Pandora Premium Exits Invite-Only, Artist Driven “Sounds Like You” Marketing Campaign Launches
To celebrate the wide availability of it's new Pandora Premium music service, the streamer has debuted “Sounds Like You,” a marketing campaign designed to highlight its "legacy of delivering truly personalized music experiences for listeners and artists."
“Music lovers today have more complex and eclectic tastes than ever. ‘Sounds Like You’ embodies Pandora’s unique ability to deliver a music experience completely personal to each listener,” said Nick Bartle, chief marketing officer at Pandora.
Pandora Premium Sizzle Reel
Artists From Amine to Ziggy Marley
Big Sean, Gorillaz, Miranda Lambert, Questlove, 2 Chainz, Amine, Bishop Briggs, Brett Eldredge, Daya, Halsey, Keith Urban, Kelsea Ballerini, Lil' Yachty, Maggie Rogers, Nicky Jam, Pitbull, Thomas Rhett and Ziggy Marley all participated in the campaign by sharing their musical inspirations.
Each was photographed next to a Pandora “P” made entirely of album art from music meaningful to them as artists and as fans. The images will be featured in digital ads inviting listeners to check out curated mixtapes. The will also appear on billboards nationally and handpainted murals by MADSTEEZ in Los Angeles and New York.
Other outlets included in Pandora's multi-channel marketing campaign include artist and influencer programs with Pitchfork and VICE's music channel Noisey; digital shorts directed by Academy Award winner Michel Gondry; and social media activations including Snapchat lenses and geofilters, and a custom Pandora emoji on Twitter.
The campaign was created entirely by Pandora’s in-house creative and design teams. DigitasLBi San Francisco facilitated the digital and out-of-home production, as well as media strategy.