This Story First Appeared On Forbes, Original Reporting By Kamaron Leach.
Pandora recently launched its “Sounds Like You” campaign with the release of its new on-demand streaming service Pandora Premium. Now available for all listeners, Pandora Premium joins the hunt among other music streaming services for more ears and subscribers.
The campaign celebrates diverse musical tastes and promotes individuality with artists such as Big Sean, Miranda Lambert, Lil Yachty and Ziggy Marlie. The campaign rolls out with billboard signs nationwide and digital advertisements featuring a slew of other music charting artists, including: Pitbull, 2 Chainz, Nicky Jam, Gorillaz, Keith Urban, Questlove, Amine, Bishop Briggs, Brett Eldredge, Daya, Halsey, Kelsea Ballerini, Maggie Rogers, Nicky Jam and Thomas Rhett.
The release of Pandora Premium, which was previously available by invite only, is the latest move by the Internet-radio company as it looks to rely less on flailing advertising revenues and shift toward subscription dollars. Despite being one of the older streaming services, the Internet radio company has struggled to compete with other music platforms such as Apple Music, Spotify, and Tidal.
Pandora generated $1.38 billion in revenues last year, up slightly from the $1.16 billion in 2015, but the company still has not transitioned into the hugely profitable machine that it should be for a technology company who nearly pioneered music streaming capabilities.
However, don’t be fooled by the numbers. The Internet-radio developer has made multiple business efforts in order to turn the company around. In March 2016, the company’s board of directors passed the CEO reigns off to founder Tim Westergren, in addition to making other top-level management changes. In February 2017, the company also hired Naveen Chopra, TiVo’s former interim CEO, to serve as chief financial officer. You’d think Pandora’s management, with all of the changes happening, would have rather taken Liberty Media Corp.’s $3.4 billion acquisition offer, according to a WSJ report, in hindsight.
In addition to the digital ads and billboards for the “Sounds Like You” campaign, Pandora is also rolling out digital shorts, social media activations, and artist and influencer programs. The company, now offering its new on-demand streaming service, has partnered with Pitchfork and VICE’s music channel Noisey for the influencer programs.
“So whether you’re a long time listener of Pandora radio or enjoying Pandora Premium, we can help you find what you already love and reward your curiosity with never-ending discovery,” states Pandora chief marketing officer Nick Bartle.