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Pandora Offers Artist Analytics

Tim Westergren: “We want to harness the power of our scale and data to make artists’ lives easier”

Pandora has unveiled a service that gives artists and their managers insight into their audience on the Pandora music platform.

Called “Artist Marketing Platform,” the Internet audio service says the information, which will be updated daily, can help with tour routing, single selection, set lists and audience targeting.

“When I was in a band, we had a rented van, a box of fliers and a couple staple guns,” said Pandora Founder Tim Westergren, a former touring musician himself. “The challenge faced by artists trying to find and build an audience was part of the original inspiration for Pandora. With AMP, the goal is simple: we want to harness the power of our scale and data to make artists’ lives easier.”

Key metrics available on Pandora AMP include total song spins and the number of “thumbs up,” the number of unique fans that have created a station for each artist. Demographics for each artist’s audience and a map showing where an artist’s music is attracting audience are provided as well.

“Musicians have largely had to rely on social media to interface with the general public,” said Westergren, who adds their audiences are “significantly larger” on Pandora, with the numbers reflecting fans who are engaging with an artist’s music. “AMP provides a direct view into who and where these audiences are and what resonates with them.”

Artists can sign up for the service at Pandora and follow AMP on Twitter: @PandoraAMP.