Pandora’s New ‘Stories’ Tool Lets Artists Attach Voice Commentary to Songs


With the brand new function, artists can intersperse voice tracks between songs on a playlist, including commentary starting from private tales and inspirations to calls-to-action.

Pandora hopes to fuse the advantages of playlists and podcasts with the launch of a brand new artist advertising software: Pandora Stories.

Through the new function introduced Tuesday (Feb. 26), artists can intersperse voice tracks between songs on a playlist, including commentary starting from private tales and inspirations to calls-to-action directing listeners to content material like an album or on-line article. Stories is housed inside Pandora's Artist Marketing Platform (AMP), a set of free, self-serve advertising instruments for creators that features analytics service Next Big Sound.

“Pandora Stories exemplifies our mission to repeatedly innovate for each our tens of millions of listeners and for artists and creators of every kind utilizing the facility of music,” stated the streaming service's chief product officer, Chris Phillips, in a press release. “Pandora’s first-of-its-kind Artist Marketing Platform set the usual for empowering creators within the music streaming area, and continues to paved the way.”

After making a "program," akin to a playlist or mixtape, creators can add voice tracks and sequence them to play earlier than or after a selected tune, or alongside random content material throughout the program. From there, Pandora Premium subscribers can hearken to Pandora Stories ad-free, whereas Pandora ad-supported and Plus customers can achieve this Premium Access after watching a 30-second advert.

For every voice monitor, creators are capable of see the variety of listeners, common minutes listened per listener, the skip fee and extra metrics.

While voice tracks can hyperlink out of Pandora to a merch shops or tour websites, as an example, they’ll't hyperlink to a aggressive service like Spotify, Apple Music, YouTube, Amazon or SoundCloud. Bundled hyperlinks, akin to Linkfire hyperlinks, are allowed so long as they embody Pandora. As would possibly be anticipated, specific language and copyrighted materials aren't allowed, nor are model endorsements. 

Pandora tapped an all-star roster for its first assortment of Stories launched Tuesday that options John Legend explaining how his biggest hits got here to be, Daddy Yankee recounting his journey to reggaeton star in Spanish, nation artist Lauren Alaina chatting in regards to the musical heroes of her childhood and extra. But Pandora hopes that Stories can even open the platform as much as a wider subject of creators, from actors and filmmakers to athletes, authors and anybody else drawn to music-driven storytelling.

“Podcasts can inform tales about music but it surely’s tough to incorporate full songs, and commonplace playlists have songs however lack private context from the artists behind them,” added Jeff Zuchowski, vp of artist advertising and relations at Pandora. “We’ve created Pandora Stories to fill that void, bringing collectively the best strengths of each podcasts and playlists, and giving artists the chance to attach with listeners on a uniquely deep and private degree.”

The new function comes simply weeks after Pandora was formally acquired by satellite tv for pc radio large SiriusXM in a $three.5 billion deal. Stories displays what appears to be an industry-wide push by streaming companies to search out new methods to place artists first on their platforms, evidenced by a string of latest advertising instruments not too long ago made out there to creators. SoundCloud and Spotify have bolstered their artist choices in current months, providing a brand new distribution function and a direct add choice, respectively. On Pandora, AMP additionally contains audio messaging, a "Featured" choice to spice up a tune throughout quite a few stations and different engines that convey artists nearer to followers.