Pandora Launches Advanced Marketing Platform Open To All Artists

Pandora has launched a major upgrade to its free AMP artist marketing platform. In addition to enhanced analytics, it enables all artists to communicate directly with fans, market music and tours, and track their progress.

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Pandora today launched a next-gen upgrade to its free direct to fan marketing platform AMP. In addition to enhanced analytics delivered via Pandora owned Next Big Sound, AMP offers the opportunity for artists to communicate directly with their fans.New features give artists the ability to create and geotarget Artist Audio Messages, and share those messages on Pandora and social networks, all from with the Pandora AMP 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 and shows, artists can record and schedule integrated campaigns on AMP that leverage a combination of tools:

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.