Pandora launches artist marketing data platform in Australia
Music streaming service Pandora has rolled out its Artist Marketing Platform in Australia and New Zealand, allowing performers with tracks on the radio service to access a range of data about their performance.
The free service allows artists to see details like where their tracks are most popular, which have been liked the most and demographic information about who is listening to their songs on the site. Pandora claims to have 1,100 artists from ANZ on the site.
In the US the service has used the data to put on brand funded shows in cities where artists are most popular, inviting fans along for free.
In a hangout with Mumbrella in September Pandora’s global music operations boss Steve Hogan said the function had allowed artists to plan tours and target the marketing of them to their fans as it was a “rich treasure trove of data”.
Hogan, who heads up the service’s Genome Project, said: “We can share a lot of cool data with artists, where they are spinning the most, help them map out their next tour and give them their top ten tracks that are spinning right now.
“We have a program where we’ll pick a city and we’ll see what artists are trending in that city and we get a brand sponsor and put on a concert there and email all the listeners from the local market and email them and say we’re putting on a free show so come down.
“Generally they’re people who have started a station with that artist and are real fans of the artist. The feedback we get from the artists is great because they put on a real fun show, they play to their most hardcore fans and they think it’s awesome.”
Pandora claims to have two million users signed up in Australia and New Zealand, and says around 80 per cent of the artists on the site have never been played regularly on traditional radio stations.
You can find out more about the AMP here.
https://www.youtube.com/watch?v=NIo_44MowyY#t=186
