Pandora’s first Australian TV campaign asks listeners and artists for their musical firsts

Music streaming service Pandora has asked listeners and artists about their musical firsts in its first for the brand’s first major above the line campaign as it looks to drive sign ups.

First music genres, first gigs and first songs are teh questions asked of artists including The Jungle Giants, Alt-J, Hermitude, Hockey Dad and SIA in the ‘Start Your Music Journey’ campaign, which encourages listeners to enter their answers into the app to find out what music is thrown up.

“Music influences us in so many ways. It triggers memories of seminal moments in our lives, it connects us as those first songs and bands become our own personal and collective soundtrack.” said Nicole McInnes, director of marketing for Australia and New Zealand at Pandora.

“We want to celebrate our listeners’ unique music journeys, and demonstrate that by using Pandora, we allow people to continue a personalised journey of discovery.”

The campaign sets out to highlight how the radio streaming service uses up to 450 different musical elements to classify tracks to best match listeners’ tastes based on the artists and songs they enter into the app.

“Pandora was created from a dream to connect artists with their fans, and designed to create a bright future for music,” said Simon Fleming-Wood, chief marketing officer at Pandora. “In doing so, we have maintained a keen focus on our listeners and how they want to enjoy music, which is why they are the central focus of our first campaign in Australia and New Zealand.”

The full campaign launches on TV, Outdoor and Digital across Australia and New Zealand today, and features Aussie and Kiwi listeners.


While Pandora’s Jack Krawczyk, vice president of advertising product management, joined Mumbrella in May to explain how the service is looking to improve revenues.


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