Alex Luke Heads to Pandora to Lead Programming and Content Teams


Luke was most recently director of global content programming at Amazon Music.

Digital music veteran Alex Luke has joined SiriusXM and Pandora in the newly created role of senior vice president, digital content, it was announced on Tuesday. Luke will be in charge of programming for Pandora, as well as all editorial content on both services’ digital platforms.

Luke arrives at SiriusXM/Pandora from Amazon Music, where he had been director of global content programming since 2017. Prior to that he was a partner at Silicon Valley venture capital firm The Valley Fund, and from 2011 until 2013 he was executive vp of A&R at EMI Music, where he worked with artists including Katy Perry and David Guetta, among others. From 2003 until 2011, he was director of music programming and label relations at Apple, where his many duties included hosting his own iTunes-driven radio show.

Earlier in his career, Luke was a vp of programming at Napster, and in the mid-1990s he spent three years as a DJ and program director at legendary alt-rock radio station KPNT (The Point) in St. Louis, MO.

The Texas A&M grad will report directly to Scott Greenstein, SiriusXM’s president and chief content officer, and is set to lead the content team that Greenstein created at Pandora shortly after SiriusXM finalized its $3.5 billion acquisition of the digital radio service earlier this year. Luke’s team is charged with developing original content geared for both Pandora and SiriusXM audiences.

"Alex is an expert in shaping the digital content experience for listeners, and we are excited to have him join us as we continue to advance and evolve how we create and present content for our listeners across our digital platforms," said Greenstein. "It is vital we ensure that the great content we produce today, as well as what we create in the future, is done in the most attractive and consumer-friendly manner so that it drives growth in usage across our digital platforms."

Luke’s appointment comes less than a week after SiriusXM released its third earnings report since scooping up Pandora. The company said SiriusXM ended the quarter with nearly 30 million self-pay subscribers, while Pandora closed out the period with 6.3 million paid users.