Pandora,
the largest music streaming service in the U.S., today announced the
summer release of its “Sound On” brand campaign, focused on inspiring
listeners to get out and discover their unique songs of the season.
Whether during road trips, barbecues or music festivals — Pandora has
listeners covered for warm-weather adventures with personalized audio
experiences tuned to these perfect moments.
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https://www.businesswire.com/news/home/20190521005338/en/
Pandora “Sound On” Summer Campaign (Graphic: Business Wire)
The campaign will feature personalized playlists tailored to individual
users; songs of summer predictions; and exclusive live experiences and
activations across the country.
“As the temperature heats up, so does the speculation over what will
become this year’s song of summer,” said Brad Minor, VP of brand
marketing & communications at Pandora. “The reality is, everyone’s song
of summer is different and is revealed over time. At Pandora, we want to
create inspiring experiences on our platform – and out in the world – to
empower our listeners to discover the unique summer soundtrack that
helps them live their lives at full volume.”
“Every season has a different mood. Our approach to this campaign has
shifted away from the comfort of winter and newness of spring to a more
carefree and celebratory vision for the summer,” said Lauren Nagel, VP &
executive creative director at Pandora. “At Pandora, we know summer can
sound like more than just a song. It’s about all the different sounds
that enhance every summer moment — from the vacation-perfect playlist,
to the podcast that opens your world, to the it’s-still-light-out
lyrics. Summer is better with sound on.”
To usher in the arrival of summer, Pandora pulled data and insights from
its expert curators to predict this season’s hottest tracks. You can
find the full playlist featuring music from Daddy Yankee, Billie Eilish,
BLACKPINK, Luke Combs, DJ Khaled and more HERE.
As part of the list, Pandora predicts that DJ Khaled’s new album, Father
of Asahd, featuring collaborations with JAY-Z, Beyoncé, Nipsey
Hussle, Cardi B, and more, will be a major contender for the summer’s
hit album. To celebrate, Pandora is teaming up with DJ Khaled for a
“Sound of Summer” kick-off party on May 22 — the first in a series of
events popping up across the country.
“Sound of Summer” events give Pandora listeners exclusive opportunities
to get up close and personal with the season’s hottest artists including
Maren Morris, Thomas Rhett, Natti Natasha, Dalex and more. The series
will culminate with a surprise performance featuring one of the biggest
names in music, who Pandora predicts will be a fixture on summer
playlists. Additional activations will roll out at Hangout Fest,
Electric Forest, Firefly Music Festival, Bumbershoot Music & Arts
Festival, CMA Fest and WorldPride.
The summer campaign puts experiential marketing front-and-center and
will include a suite of 360-degree communications. The first out-of-home
execution debuted on Friday to launch DJ Khaled’s new album, and
features a mural inspired by the album created by New York City-based
street artist Lexi Bella. The art-piece is located on the Lower East
Side of NYC and includes a QR-code driving viewers directly to the album
for an immersive audio-visual experience.
This summer’s rollout marks the third iteration of Pandora’s seasonal
“Sound On” campaign, which first launched in November 2018 with a winter
theme focused on shared holiday moments. In March 2019, Pandora extended
the campaign with a large-scale spring installment, amplifying the
emotional hallmarks of the season: renewal, inspiration and discovery.
About Pandora
Pandora, a subsidiary of SiriusXM, is the leading music and podcast
discovery platform, providing a uniquely-personalized listening
experience to approximately 70 million users each month with its
proprietary Music Genome Project® and Podcast Genome Project® technology
– whether at home or on the go – through its mobile app, the web, and
integrations with more than 2,000 connected products. As the largest
streaming music provider in the U.S., with an industry-leading digital
audio advertising platform, Pandora connects listeners with the music
and podcasts they love the most.
About SiriusXM
Sirius XM Holdings Inc. (NASDAQ: SIRI) is the world’s largest audio
entertainment company, and the premier programmer and platform for
subscription and advertising-supported audio products. With the recent
addition of Pandora, the largest music streaming service in the U.S.,
SiriusXM reaches more than 100 million people with its audio products.
For more about the new SiriusXM, please go to: www.siriusxm.com.
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