An artist-inspired and led campaign is now being launched — a move coming in tandem with the offer of Pandora Premium to all listeners via the App Store and Google Play.
That’s the official word in a new report from Mobile Advertising Watch, which explains that Pandora Premium was previously available only by invitation.
The new “Sounds Like You” campaign should create some excitement, as well. Designed to “celebrate individuality, diverse musical tastes, and Pandora’s legacy of delivering truly personalized music experiences for listeners and artists, “Sounds Like You” comes to life across multiple channels including first-to-market artist and influencer programs with Pitchfork and VICE’s music channel Noisey.
Also on tap: digital ads and billboards; digital shorts directed by Academy Award winner Michel Gondry; social media activations including Snapchat lenses and geofilters; and a custom Pandora emoji on Twitter.
“Sounds Like You” was created entirely by Pandora’s in-house creative and design teams. DigitasLBi San Francisco facilitated the digital and out-of-home production, as well as media strategy.
“Many of today’s most exciting artists including Big Sean, Gorillaz, Miranda Lambert, Questlove, 2 Chainz, Amine, Bishop Briggs, Brett Eldredge, Daya, Halsey, Keith Urban, Kelsea Ballerini, Lil’ Yachty, Maggie Rogers, Nicky Jam, Pitbull, Thomas Rhett and Ziggy Marley participated in the development of the campaign by sharing their musical inspirations and memories,” noted Pandora in a release to the media. “Each artist was photographed and placed next to a Pandora “P” made entirely of album art from music meaningful to them as artists and as fans.”
Those images will be featured in digital ads inviting listeners to check out curated mixtapes, as well as on billboards around the country — and hand-painted murals by MADSTEEZ in both Los Angeles and New York.