PANDORA MUSIC
All work below was performed when I consulted for the brand via Robeson Parks from January 2022 - January 2023.
Pandora Music is the original digital service provider (DSP) for streaming music. They’re the creators of The Music Genome Project®, which powers their algorithm. A fascinating amount of work that required a team of trained musicologists who listened to music across all genres and decades, collecting musical details on every track– 450 musical attributes altogether. Allowing them to gather musical knowledge that provides the best, most personalized listening experience.
Being an O.G. is really cool until something new becomes the top dog. Drake said it best, “it ain't about who did it first, it's 'bout who did it right.” And Spotify has hit did just that. Late to the game but came through to capture the largest share of users in the DSP space; specifically the young, diverse segment.
Social Campaigns - Content Strategy + Copywriting
The first assignment was Pandora City Vibes: Atlanta.
Followed by an impactful HBCU campaign that…
City Vibes Atlanta
HBCU Campaign
Media Coverage:
Social Media Playbook - Brand Guardrails + Channel Strategy + Competitive Audit + Case Studies & Social Trends
Pandora had a question for our team to answer:
Should we create a separate account as we aim to target Black & Latin audiences?
The research was done and a social playbook was created to answer. No, currently, the brand doesn’t have enough credibility with these audiences and should authentically shift its existing presence.
New Music Launch Content - Social Content Strategy + Copywriting
Working on Pandora makes Friday the best day of your week. Not because it’s the start of the weekend but new music releases every Friday. Each week, provided an opportunity for the brand to share content around new singles, albums, etc.
The music streaming industry takes a standard approach when sharing these updates. Upon vetting the space on Fridays, every other DSP (Apple Music, Spotify, YouTube Music, etc.) posts the same images shared with a click-through link intended to drive plays. Since the main goal was to connect with a young, diverse audience, I was tasked with finding ways to help Pandora’s content resonate.
Pandora was struggling to get amplification from artists (unless they are new or niche.) The solution was to tap into a strategy that would make their content stand out. After hours of social listening and deep dives into trending content, I’d curate a list of ideas to be created by an art director.
Artists began to organically reshare content to their social channels (most notably, SZA as shown to the left), furthering their affinity with the platform and helping achieve their content KPIs.
