Pandora is pairing the wide release of its on-demand streaming service, Pandora Premium, with a fresh brand campaign featuring 18 of the industry's biggest artists. Dubbed "Sounds Like You," the campaign looks to highlight the company's dedication to individuality by showcasing artists including Big Sean, Miranda Lambert and Pitbull posing with a Pandora "P" made up of album artwork from music meaningful to them.
Other artists involved include Gorillaz, Questlove, 2 Chainz, Bishop Briggs, Brett Eldridge, Halsey, Keith Urban, Thomas Rhett and Ziggy Marley, among others. The images will be featured on billboards across the country as well as handprinted murals by MADSTEEZ in New York and Los Angeles. An accompanying digital ad campaign will invite listeners to to check out curated mixtapes via the artists.
"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.
The campaign, which was designed in-house, will also include digital shorts directed by Oscar winner Michael Gondry that feature the artists discussing music that inspires them most, plus custom lenses and emojis for Snapchat and Twitter, and "first-to-market artist and influencer programs" with Noisey.
Pandora Premium, the company's entry into the crowded world of all-you-can-eat streaming, launched in mid-March to Pandora Plus subscribers. Starting now, however, anyone can sign up and pay $9.99 a month for access to 40 million songs on-demand plus offline listening and curated playlists from the company's editorial team. PP also puts to use the trove of data that it has collected through the Music Genome Project, which powers its popular online radio service, so you can quickly create a new playlist with a single song.