Pandora (NYSE:P), in partnership with Real Industry, today
announced the launch of its Pandora Challenge: Music & Social
Impact program at five universities across the United States.
Participating students will use Pandora’s Artist Marketing Platform
(AMP) and data from Next Big Sound to harness the power of music
and drive awareness for those battling cancer, students and
musicians in underserved communities and LGBTQ equality.
“The Pandora Challenge is a unique opportunity for students to
develop real-world artist marketing campaigns that support and
drive awareness for important social causes,” said Jay LeBoeuf,
founder and executive director at Real Industry.
“The energy and love of music the students possess is an
incredibly powerful combination,” said Alex White, head of Next Big
Sound at Pandora. “With help from our partners at Real Industry,
we’re not only harnessing that combination for a good cause but
also giving students experience and knowledge they can use to
jumpstart their careers in the music industry.”
The program kicked off at University of Southern California on
Oct. 4. Over 100 students participated in the challenge and
developed campaigns to support the launch of BloodPop®’s Made of
Music program. The program aims to connect underserved aspiring
musicians and music professionals with mentors from within their
local community. It will initially focus its efforts on the greater
Los Angeles area, but aims to ultimately reach communities around
the country.
“I’m excited about working with USC students and Real Industry
to develop my program Made Of Music into solutions that help to
empower at risk and underserved students in the L.A. area. This
will give them new outlets for their creativity and encourage them
to pursue careers in music,” said BloodPop®.
“The USC experience was incredible. The opportunity to be back
on a college campus, working with students in a group setting to
solve important problems in the creative community is unmatched.
There is a lack of access to resources and opportunities that
inspire young people to pursue careers in the creative industry. We
are excited to work with Real Industry and Pandora to build a
program that provides mentorship in these areas,” said Daouda
Leonard, founder at Mastor Craft representing BloodPop®.
“The students received access to tools like AMP they’ve never
used before, industry mentorship and hopefully complete the
challenge feeling as though they’ve made a difference,” said
Priyanka Shekar, program director at Real Industry.
The next challenge kicks off at Middle Tennessee State
University (MTSU) on Oct. 9. Participating students will create
campaigns for Manchester Orchestra who support the 1 Million 4 Anna
foundation, which is dedicated to fighting Ewing sarcoma.
Members of Manchester Orchestra are excited to have MTSU
students working on social impact through music marketing. “It’s
about so much more than vanity and ticket sales. It’s about being a
part of something that is bigger than you can even comprehend.
Helping people without ever knowing you were helping them. When
that happens, those people actually help you,” said Manchester
Orchestra lead singer Andy Hull.
“I am honored that Pandora and Real Industry chose MTSU students
to participate in the program. It gives our students real-world
experience and exposure to data and best practices that they might
not otherwise receive,” said Beverly Keel, chair of MTSU’s
Department of Recording Industry.
Additional events will take place at New York University (NYU)
on Oct. 11 with Common, University of Massachusetts, Lowell on Oct.
21 with Jack Antonoff and at the University Innovation Fellows
summit at Stanford University on Nov. 19. At NYU, students in its
Steinhardt Music Business program will develop campaigns to
encourage wellness, mental health, and mindfulness in communities
of color, while the student campaigns at UMass Lowell will support
The Ally Coalition.
“I am delighted to host the Pandora Challenge: Music and Social
Impact at NYU Steinhardt,” said Larry Miller, director of the music
business program. “We teach our students how to meld their passion
for music with their desires for social impact, so this challenge,
and Common’s participation, is a fantastic real-world opportunity
for tomorrow’s music business leaders.”
“We’re excited to collaborate with some of NYU’s brightest minds
to leverage the power of music and art to make a difference in the
world and help others,” said Michael Latt, social impact advisor
for Common. “Together, we have the opportunity to support our
brothers and sisters around the country through a campaign that
Common and I are really passionate about.”
Pandora has invested in helping artists connect with their fans
at scale. The company introduced AMP in late 2014 and rolled out a
full suite of self-serve marketing tools available to all artists
on Pandora in 2016. In 2015, Pandora acquired Next Big Sound to
help artists make insight-based decisions by aggregating data from
across Pandora, social media, video platforms and other digital
sources. To date, more than 12,000 artists are using AMP to make
critical career decisions and more than 18,000 Artist Audio
Messages have been heard by Pandora listeners over a billion
times.
ABOUT PANDORA
Pandora is the world’s most powerful music discovery platform –
a place where artists find their fans and listeners find music they
love. We are driven by a single purpose: unleashing the infinite
power of music by connecting artists and fans, whether through
earbuds, car speakers, live on stage or anywhere fans want to
experience it. Our team of highly trained musicologists analyze
hundreds of attributes for each recording which powers our
proprietary Music Genome Project®, delivering billions of hours of
personalized music tailored to the tastes of each music listener,
full of discovery, making artist/fan connections at unprecedented
scale. Founded by musicians, Pandora empowers artists with valuable
data and tools to help grow their careers and connect with their
fans.
www.pandora.com | @pandoramusic | www.pandoraforbrands.com |
@PandoraBrands | amp.pandora.com
ABOUT REAL INDUSTRY
Real Industry is a bridge between academia and industry for
university students, university faculty and companies. We educate
and empower university students to succeed in industry. As a
nonprofit organization, we partner with companies to create
workshops to help students develop real-world skills under the
guidance of industry experts.
realindustry.org | @Real_Industry
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version on businesswire.com: http://www.businesswire.com/news/home/20171009005584/en/
PandoraStephanie Barnes,
415-722-0883sbarnes@pandora.comorReal IndustryJay LeBoeuf,
415-596-5392jay@realindustry.org
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