Pandora unveils data analysis tool for artists

Pandora has introduced market analytics to give artists and the industry detailed insights into audience engagement.

Powered by Pandora’s proprietary data analysis system The Music Genome Project, the internet radio service announced its free-to-use Artist Marketing Platform (AMP) today for all 125,000+ acts available on the Pandora platform, including the 1,100 acts registered as being based in Australia or New Zealand.

The data collected since its launch over nine years ago, offers users insights on song performance information, including total spins and number of thumbs up (likes), the number of unique fans that have created a station for each artist, as well as detailed geographic and demographic breakdowns of each artist’s audience.

The data is updated daily and pulls up information from its over two million registered listeners.

Jane Huxley, Managing Director Pandora ANZ told TMN: “Australian Artists and managers who sign up for AMP will gain access to valuable listener data and insights that can better inform critical management decisions, such as choosing tour stops, building concert set lists and selecting tour partners.

“The sheer scale of Pandora works in their favour here, particularly for those artists who wish to tour in the USA, where over 76 million active listeners are tuned into Pandora regularly, and consume over 1.6bn hours of music every month. In short, it will be an invaluable tool to help artists grow their audiences.”

“Musicians have largely had to rely on social media to interface with the general public,” said Pandora’s founder Tim Westergren. “Not only are their audiences significantly larger on Pandora, the numbers reflect fans who are actively engaging with an artist’s music. AMP provides a direct view into who and where these audiences are and what resonates with them.”

Troy Carter, CEO and founder of talent management and media company Atom Factory, said of AMP: “Actually seeing where people are listening to an artist’s music and being able to track listening spikes will be hugely beneficial. “It is exciting to think about not only what I will learn about my artists, but how I will be able to use this information in the future. I love that Pandora has chosen to openly share this data with artists.”

AMP is available to all artists currently playing on Pandora. Artists can sign up for the service at amp.pandora.com