How do you make streaming fans really care about artists?
According to Pandora, it’s by combining podcasts and music.
The SirusXM-owned streaming company has introduced Pandora Stories, a new feature that allows artists to create music playlists interspersed with voice tracks so that ‘they can tell the stories behind the music’.
Pandora Stories is the latest addition to the company’s Artist Marketing Platform (AMP), a suite of free self-serve marketing tools.
The new feature is also open to musicians, actors, filmmakers, athletes, celebrities, authors, podcasters and others – giving them access to Pandora’s full catalog of licensed songs.
“Podcasts can tell stories about music, but it’s difficult to include full songs, and regular playlists have songs but lack personal context from the artists behind them.”
Jeff Zuchowski, Pandora
Pandora Premium subscribers can listen to Pandora Stories ad-free, and Pandora ad-supported and Plus listeners can do so via Premium Access after watching a 30-second ad.
The first collection is available to all Pandora listeners starting today by searching Pandora Stories, features John Legend, Daddy Yankee, Lauren Alaina, Perry Farrell, Wes Anderson music supervisor Randall Poster, and Amy Winehouse collaborator and Dap-Kings guitarist Tommy Brenneck, with forthcoming stories from 2 Chainz, Rob Thomas and others.
“Podcasts can tell stories about music, but it’s difficult to include full songs, and regular playlists have songs but lack personal context from the artists behind them,” said Jeff Zuchowski, VP of Artist Marketing and Industry Relations, Pandora.
“We’ve created Pandora Stories to fill that void, bringing together the greatest strengths of both podcasts and playlists, and giving artists the opportunity to connect with listeners on a uniquely deep and personal level.”
“Pandora Stories exemplifies our commitment to continually innovate for both our listeners and for artists and creators of all kinds using the power of music and audio storytelling tools.”
Chris Phillips, Pandora
Chris Phillips, Chief Product Officer, Pandora added: “Pandora Stories exemplifies our commitment to continually innovate for both our listeners and for artists and creators of all kinds using the power of music and audio storytelling tools
“Pandora’s first-of-its-kind Artist Marketing Platform set the standard for empowering creators in the music streaming space, and continues to lead the way.”Music Business Worldwide