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Westergren's schedule is equally instructive. Pandora's employee base has swelled to about 1,750, up from 1,300 a year ago. Last year, Pandora put on 79 live events, a number that's poised to rise to 120 this year for artists including Wyclef Jean. While the idea was met with laughter, it's not so crazy. "I said we need to do something more, like have a big Pandora bus going around the country," she said at the start of her half-hour set. Messina was so taken by the outreach that she wanted to go bigger.
They suggested she come in and perform ahead of her show. Messina, whose latest album was funded through a Kickstarter campaign, told the Pandora audience that she'd met with some company representatives at the Country Music Association festival a few weeks earlier. She was in town for a concert at the jazz club Yoshi's. Country singer Jo Dee Messina popped in with her band on a toasty afternoon in late July to entertain over 100 employees. Rising artists frequently show up at Pandora's office in downtown Oakland, California, for what the company calls Whiteboard Sessions.
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Read More How to stand out at SXSW: Marketing gimmicks Earlier in the year, Pandora streamed a Jack White show from New York's Madison Square Garden, resulting in 700,000 station adds for White and a 41 percent increase in album sales after the event. In June, Mumford & Sons partnered with Pandora to livestream a concert in Maryland, leading 1 million Pandora users to add a Mumford station. Pandora is now in a very different position. Annual recorded music sales plunged to $15 billion last year from $40 billion in 1999.Ĭracker frontman David Lowery called out Pandora in 2013 for paying him all of $16.89, based on 1 million plays of his song "Low." Around the same time, Pink Floyd's Roger Waters criticized the company for waging a legal "campaign to cut the royalties paid for digital radio spins." Not that artists have been sympathetic, often portraying the company as a culprit in the collapse of the recorded music business. Pandora pays out close to half its revenue in the form of licensing fees, primarily through a deal signed in 2009 with SoundExchange, the entity that collects and distributes royalties for artists and copyright owners.Įven with 40 percent revenue growth and annual sales poised to top $1 billion, Pandora has racked up losses since its 2011 IPO, including $64.6 million in the first half of this year. In addition to all the human hours required to analyze 10,000 tunes a month, content is expensive.
Read More Political ads flood Pandora before mid-terms
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Or if you're a fan of TV On The Radio, you'll likely hear some Spoon and Radiohead. When you give a thumbs up to John Legend's "You & I," the next song may be "If I ain't got you" by Alicia Keys. The core of the service is the Music Genome Project, a collection of 100 musicologists who listen to songs and tag them with up to 450 characteristics to create a robust recommendation engine. The Pandora name and consumer streaming service were launched in 2005.)Ī trained pianist and composer, Westergren created Pandora because of the challenges he and other musicians faced getting discovered.
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(The company was founded in 2000 as Savage Beast and sought to sell software for music store kiosks. It's a message Pandora is loudly promoting and one that's at the heart of its 10-year anniversary celebration this week. Connected TVs and Roku boxes include it by default as does the Xbox One. Car companies are baking the Internet service into their multimedia dashboards, right alongside terrestrial radio. Pandora is the most popular music service in the Apple and Google stores and in the top 10 apps across all categories. In fact, take a peek at consumer trends, and you could make the case that it's beautifully positioned to benefit from the rapid convergence of mobile devices, streaming technology and content. Oh yeah, and the music industry has at times seemed set on bleeding the company dry.īut with over 80 million monthly active listeners, Pandora is far from dead.
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Two financial market meltdowns, a drawer full of maxed-out credit cards (11 to be exact), stringent regulations, severe limitations on international distribution and an exhaustive list of highly capitalized competitors are just some of the hurdles Westergren's online radio company have overcome in the past decade and a half.Įxistential threats are as routine as breakfast. Personal Loans for 670 Credit Score or Lower Personal Loans for 580 Credit Score or Lower Best Debt Consolidation Loans for Bad Credit
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