The service, previously accessible via invite only, is now available to all listeners in the US via the App Store and Google Play.
It was originally slated to launch in September last year and is based on technology from Rdio, which Pandora acquired for $75m after it fell into bankruptcy.
It is currently unclear what plans may be for a global rollout of Pandora Premium outside the US.
To promote the launch, Pandora has debuted a ‘Sounds Like You’ ad campaign to ‘celebrate individuality, diverse musical tastes and Pandora’s legacy of delivering truly personalized music experiences for listeners and artists’.
Artists including Big Sean, Gorillaz, Miranda Lambert, Questlove, 2 Chainz and Keith Urban participated in the campaign, which saw them photographed and placed next to a Pandora “P” made entirely of album art from music they loved.
“whether you’re a long time listener of Pandora radio or enjoying Pandora Premium, we can help you find what you already love and reward your curiosity with never ending discovery.”
Nick Bartle, Pandora
These images will be featured in digital ads inviting listeners to check out curated mixtapes.
The images also appear on billboards around the US, and handpainted murals by MADSTEEZ In Los Angeles and New York.
Promotional videos have also been created (see below).
“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.
“So whether you’re a long time listener of Pandora radio or enjoying Pandora Premium, we can help you find what you already love and reward your curiosity with never ending discovery.”Music Business Worldwide