Pandora Builds Out Artist Platform With Messaging, Metrics, Feedback
Pandora redesigned its Artist Marketing Platform (AMP) to simplify how artists grow an audience, track progress and connect with fans, it said in a Monday announcement. To promote singles, albums, shows or tours, artists can design and schedule integrated campaigns…
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on AMP using tools to drive listener engagement. A new dynamic feed shows an artist’s campaign activity and performance metrics and provides suggestions for new campaigns, Pandora said. AMPcast, available in limited release to date, is now available to all artists, it said. With a messaging app, artists can 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, it said. "AMP eliminates guesswork, helps break new artists, surfaces new music from established artists and creates new revenue streams,” said Chief Operating Officer Sara Clemens. Artists can promote a new single via Pandora and receive real-time feedback including thumbs up or down and station creations to gauge listener interest, it said. With Ticketfly integration, artists are able to promote shows at Ticketfly venues via messages with a "click to buy" link and receive suggestions for airing and geo-targeting the message based on the event location, it said. Singer Ariana Grande recorded a series of artist audio messages encouraging listeners to support the impending release of Dangerous Woman, said Republic Records President Avery Lipman. The 8.1 percent click-through rate “was five to seven times what we saw for social and paid channels and drove significant preorders,” he said.