Pandora (NYSE: P) has added key new features to its free AMP (Artist Marketing Platform). Direct to fan audio messages from 11,000 artists using the platform have now generated more than a billion listener impressions.
Pandora founder Tim Westergren has stepped down, but so far, his legacy of empowering artists remains, thanks in no small part to Shamal Ranasinghe and his team at the music streamer. Today, they added key features and improved audio message targeting to Pandora’s free Artist Marketing Platform (AMP).
The new features include:
Promote Show: AMP lets artists promote anything that’s important to them including one of their biggest sources of income: live shows. Promote Show leverages the power of Artist Audio Messages to drive ticket sales to individual shows by allowing artists to customize flight dates, ticket purchase links, and geo-target their messages.
Promote Single: Artist Audio Messages have also proven effective at helping artists introduce a new single to fans. This tool offers a seamless way to tether an Artist Audio Message to a Featured Track and increase fan engagement.
Featured Tracks: This existing feature is now more powerful as targeting that leverages massive amounts of listener data places a track on exactly the right station, resulting in more engagement and opportunities for discovery.
Custom Profile Photos: Enables artists to submit and update their own profile photo that will appear in AMP and to listeners across Pandora.
“Direct-to-fan marketing has never been better for artists and labels on Pandora. In two years, AMP has enabled thousands of artists to talk directly to their fans via Artist Audio Messages, resulting in over a billion listener impressions,” said Ranasinghe, who co-founded Topspin and is now VP Product for Creators, Artists, and Content Operations at Pandora. “Our new features continue to provide unprecedented ways for all artists on Pandora to connect with their fans, sell tickets, and break new music.”
To date, more than 11,000 artists are using AMP to make critical career decisions and more than 14,000 Artist Audio Messages have been heard by Pandora listeners a billion times
“It’s so cool that Pandora lets me use AMP wherever I am to reach my fans wherever they are. It’s so easy. I’ve seen a lot of success with AMP, because it lets me tell even more fans than ever about my new song, Reload, resulting in more spins and sales,” said Colt Ford, who currently has over 325 million spins on Pandora.