Pandora Internet Radio, our wonderful friends down the road share the same passion for music as we do. We’ve heard some great things – especially about how they give people music and comedy that they actually love anytime, anywhere, and through connected devices.
And so, we were indeed quite fortunate to witness a dynamic and energetic presentation by Jane Huxley, Pandora’s Managing Director, ANZ at one of our recent Monday morning sessions.
So how does it work?
With the Pandora model, personalised stations are launched instantly with the input of a single “seed” – A favourite artist, song, or genre.
The Music Genome Project ®, a deeply detailed hand-built musical taxonomy, powers the personalisation of Pandora ® internet radio by using musicological “DNA” and constant listener feedback to craft personalised stations from a growing collection of more than one million tracks.
The secret to Pandora’s internet radio success
Each song in the Music Genome Project is analysed using up to 450 distinct musical characteristics by a trained music analyst. These attributes capture not only the musical identity of a song, but also the many significant qualities that are relevant to understanding the musical preferences of listeners.
The typical music analyst working on the Music Genome Project has a four-year degree in music theory, composition or performance, has passed through a selective screening process and has completed intensive training in the Music Genome’s rigorous and precise methodology.
To qualify for the work, analysts must have a firm grounding in music theory, including familiarity with a wide range of styles and sounds.
Standing out from the crowd
As for the crowded internet radio space, here’s what Jane had to say, “We are in a highly competitive space and that will continue for quite some time. It is our relentless focus on the listener and the innovation of our product that is at the heart of my confidence in Pandora. Ten years ago Pandora came to be, and with that experience and the founders’ vision to create a way for all musicians, large and small to reach an audience – It is now the largest streaming radio platform in the world.
The understanding of how unique every listener is and their delight at having music personalised for them is why Pandora has been so successful. That and the fact that it is so easy to use – To start you just put an artist or a song in and the interactive platform based on the genius of the music genome project takes over.”
Radio is evolving – and this evolution is being propelled by “always on” consumers. They now expect technology will deliver the music they want, when and how they want it.
The streaming radio space is only just starting it’s journey in Australia and there is room for different offerings tailored to different segments of the market to survive, basically because the streaming space is at the beginning of what we believe will be a steep growth curve.
On the whole though most people listen to music while living their life – they could be exercising, commuting, working or entertaining, whatever they are doing we are designing Pandora to be a seamless extension of their life, thus why you can now see Pandora is cars, TVs and gaming consoles to name a few.
Music is often one of the victims of a busy life, by making it free and so easily accessible again, we do believe we are making people’s lives more enjoyable, and in that way we hope to achieve our vision of unlocking the infinite power of music for artists, writers, listeners and advertisers in Australia.”