Pandora Artist Marketing Platform (AMP)

Pandora offers a number of marketing tools through their Artist Marketing Platform which are absolutely free to use. With over 64 million monthly active users, you should consider taking advantage of the these tools to reach and grow your audience in the US with zero cost.

What’s particularly interesting about the Pandora AMP platform is that it allows you to promote off-platform – to advertise physical merchandise or upcoming tours etc. Though note that you’re not allowed to link to a competing streaming service.

In order to access Pandora’s marketing tools you’ll need to claim the artist’s AMP profile using the form here.

You’ll need an audio file with a spoken call to action from the artist which will be played to listeners who interact with the artist’s music. The ad can be geo-targeted (within the US), the runtime is configurable and you have the option of attaching messages to specific tracks.

For example – advertising a live show with geo-targetting;

“Hi, this is *Artist*, I’m going to be playing at the *Venue* on the *Date*. There are still a few tickets available. Click the link and I’ll see you there.”

… Or promoting an upcoming album from a preview single;

“Hi, this is *Artist*. That was *Track* from my new album *Album* which is released on *Date* and it’s available to pre-order on CD and Vinyl now. Click the link to check it out.”

Full guidelines can be found here.

This format allows artists to get more personal with fans. You need to make a playlist on Pandora which ideally tells a story, for example this could be:

• A Playlist of influences
• Mixtape of curated music
• Virtual setlist

Voice tracks can be added to add a narrative, whilst including a link to an artist website, tickets or merchandise, etc.

Full guidelines for Pandora Stories can be found here.

Select a track to be the artist’s for a period of eight weeks. During that period the track will see an increase in spins of up to 90% – and will reach a wider audience of targeted potential fans. This can also be combined with audio messaging to promote an upcoming album etc.

The track must be under 1 year old be receiving a minimum 4 spins per day.

Full details on featured tracks available here.

For more information on Pandora AMP and best practices head to;

https:/ampplaybook.com
https:/amp.pandora.com