PANDORA IS EVEN MORE AMPED THAN USUAL

Pandora has rolled out the latest generation of its Artist Marketing Platform (AMP), a suite of marketing tools designed to help artists connect with fans and track their impressions. Tim Westergren and team say the new AMP includes such bells and whistles as Artist Audio Messages, Featured Tracks and AMPcast, is faster and better than before.

AMP provides data about how an artist’s music is performing on Pandora, and following today’s announcement will offer a feed of an artist’s campaign activity, performance metrics and suggestions for new campaigns. Artists can design and schedule integrated campaigns on AMP, driving listener engagement using the tools noted above, as well as Ticketfly integration and other opportunities. For more details, check the AMP Playbook and this video:

AMPcast, which was previously in limited release, is now open to all artists. Its new features, such as the ability to geotarget Artist Audio Messages, can be utilized from the Pandora mobile app.

“Our mission has always been to offer every artist the opportunity to find their audience on Pandora - a fan base of more than 78 million of the most engaged listeners in streaming music today,” said Sara Clemens, chief operating officer and head of Pandora’s Music Maker Group. “AMP eliminates guesswork, helps break new artists, surfaces new music from established artists and creates new revenue streams.”

The company says 6k+ artists are using AMP and points to some conspicuous results. Ariana Grande recorded a series of Artist Audio Messages encouraging listeners to preorder her album, for example, which drove preorders and saw her click-through rate at five to seven times that of social and paid channels.

“AMP is proof of Pandora’s commitment to improving the lives of musicians and supporting our industry. It’s the most targeted and efficient set of promotional tools available and it helps us reach a massive audience. The latest updates actually make it even better and we will use it across our roster to let fans know of initiatives and to break new artists,” said Republic co-founder/prexy Avery Lipman.