Pandora has debuted its new “Sounds Like You” campaign to celebrate individuality, diverse musical tastes and Pandora’s legacy of delivering truly personalized music experiences for listeners and artists. The company also announced that Pandora Premium, previously accessible via invite only, is now available to all listeners via the App Store and Google Play or at pandora.com/premium.
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. 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. These iconic images will be featured in digital ads inviting listeners to check out curated mixtapes. The images also appear on billboards around the country, and handpainted murals by MADSTEEZ In Los Angeles and New York.
“Music lovers today have more complex and eclectic tastes than ever. ‘Sounds Like You’ embodies Pandora’s unique ability to deliver a music experience completely personal to each listener,” said Nick Bartle, chief marketing officer at Pandora. “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.”
In addition to digital ads and billboards, “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; digital shorts directed by Academy Award winner Michel Gondry; and social media activations including Snapchat lenses and geofilters, and a custom Pandora emoji on Twitter. The campaign 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.
As a result of its direct deals with major and indie labels last September, Pandora added new features to its ad-supported and Plus tiers, and began rolling out Pandora Premium last month. Previously accessible via invite only, Premium is now available to all listeners via the App Store and Google Play or at pandora.com/premium. Pandora Premium brings simplicity and true personalization, unmatched by other streaming music services, to the entire listening experience. Dynamic playlists inspired by your thumbs up, new music and playlist recommendations are tailored right from the start, drawing on the rich history of your listening on Pandora.