Pandora Media Inc (NYSE:P), has announced a partnership deal with Linkfire. Pandora which is among the largest streaming music provider in the US announced its partnership with the leading smart link aggregator to make it easier for fans to discover music.
Pandora is the first ever music streaming service provider to Linkfire with an advanced attribution data which shall be able to help artists be able to understand the performance of their contents so as to design informed promotional campaign that effectively reaches to their audience.
The integration will help artists search Pandora’s catalogue to retrieve direct links for their songs, albums and playlists and also enabling pre-release campaign plans that consolidates private links to contents in advance of it going live. Besides that, the platform will enable artists access data that will help them understand how listeners interact with their contents. It’s able to show whether the songs were played, saved or shared to enable strategies on campaigns and audience management
Link between music and its fans
Chris Philips, the CPO Pandora, said that their company has always been committed to helping artists find their fans while connecting to the Pandora’s listener’s base. Further he adds that their integration with Linkfire will provide the industry with unlimited ways to make direct-to-fan marking more impactful and understand music streaming consumption.
Andrea Arcari, the Chief Business Development Officer Linkfire, said that the shift towards streaming from downloads has always left the artist in the dark when trying to measure the effectiveness of their marketing strategies. Further, he states that they are proud to be pioneers and champions of the new levels of transparency with Pandora being an innovative company and an industry changer with essential components in building strong relationships, while offering music services.
The Linkfire’s partnership demonstrates how Pandora has invested in developing artists through helping them connect with their fans at scale with the company having introduced AMPcast in the early 2016, Artist Audio messages in 2015 and also invested in the introduction of AMP in 2014. Pandora was also able to acquire Next Big sound to help artist be able to quantify the value of other channels such as Facebook, YouTube and Twitter.