Pandora
Pandora’s Artist Marketing Platform (AMP) is one of the most feature-rich promotional tools available, especially for US-focused artists. With radio-style discovery and unique engagement features, Pandora offers tools you won’t find elsewhere.
Artist Portal: amp.pandora.com
US-only availability
Section titled “US-only availability”Pandora is only available in the United States. This is a licensing restriction, not a technical limitation.
| Aspect | Details |
|---|---|
| Territory | United States only |
| VPN access | Blocked |
| Non-US artists | Can still distribute, but only US listeners can stream |
| Revenue | Only from US listeners |
If the US market is important to your strategy, Pandora is worth prioritizing. If your audience is primarily outside the US, your music won’t be heard on Pandora.
How Pandora discovers music (Music Genome Project)
Section titled “How Pandora discovers music (Music Genome Project)”Unlike other streaming platforms that rely mainly on popularity and algorithms, Pandora uses the Music Genome Project — a system that analyzes over 450 musical attributes in every song.
What gets analyzed
Section titled “What gets analyzed”| Category | Examples |
|---|---|
| Melody | Range, motion, patterns |
| Harmony | Key, mode, complexity |
| Rhythm | Tempo, groove, patterns |
| Instrumentation | Instruments used |
| Vocals | Type, style, technique |
| Production | Mix style, era |
Why this matters for you
Section titled “Why this matters for you”- Discovery isn’t just about popularity — Quality music with niche appeal can still find listeners
- Accurate metadata helps — Genre and style info improves how your music is matched to listeners
- Radio stations work differently — When fans create a station based on one song, Pandora finds similar music based on musical attributes, not just what’s trending
This means your music can reach new listeners through Pandora’s “thumbs up/down” radio system even if you’re a new artist.
Claiming your profile
Section titled “Claiming your profile”Requirements
Section titled “Requirements”- At least one release live on Pandora (distributed through LabelGrid)
- Your artist name as it appears on Pandora
- Professional email address
How to claim
Section titled “How to claim”- Go to amp.pandora.com
- Click Sign Up
- Search for your artist name
- Verify your identity using:
- Social media accounts
- Official website
- Release information
- Wait for verification (typically 1-3 business days)
Key features
Section titled “Key features”| Feature | Description |
|---|---|
| Spotlight Picks | Feature up to 10 items on your profile |
| Audio Messages | Record voice messages for fans |
| Featured Tracks | Boost track visibility for up to 8 weeks |
| Audience Map | Geographic visualization of listeners |
| CSV Reports | Download your data |
Spotlight Picks
Section titled “Spotlight Picks”Unlike other platforms that limit you to one featured item, Pandora lets you showcase up to 10 items.
What you can feature
Section titled “What you can feature”- Songs
- Albums
- Playlists
- Podcasts (if applicable)
How to use Spotlight Picks
Section titled “How to use Spotlight Picks”- Go to your AMP dashboard
- Navigate to Spotlight Picks
- Select content to feature
- Set start and end dates
- Arrange in your preferred order
Best practices
Section titled “Best practices”- Mix catalog tracks with new releases
- Rotate content to keep your profile fresh
- Feature content relevant to current events or seasons
Audio messages
Section titled “Audio messages”Record personalized voice messages that play for your fans — a feature unique to Pandora.
Message ideas
Section titled “Message ideas”- New release announcements - Tell fans about your latest drop
- Tour dates - Promote upcoming shows
- Thank you messages - Show appreciation to listeners
- Behind-the-scenes - Share stories about your music
- Special occasions - Holiday greetings or milestone celebrations
Creating audio messages
Section titled “Creating audio messages”- Go to Audio Messages in AMP
- Click Create New Message
- Record your message (keep it under 60 seconds)
- Set targeting options (who hears it)
- Schedule delivery
Featured Tracks campaign
Section titled “Featured Tracks campaign”Boost the visibility of specific tracks with Pandora’s discovery algorithm.
How it works
Section titled “How it works”- Free promotional tool - No cost to use
- Algorithm boost - Increases appearance in recommendations
- 8-week duration - Campaigns run for up to 8 weeks
- Analytics - Track performance during the campaign
Setting up a campaign
Section titled “Setting up a campaign”- Go to Featured Tracks in AMP
- Select the track to promote
- Choose your campaign duration
- Monitor performance in analytics
Audience map
Section titled “Audience map”Visualize where your listeners are located:
- Geographic breakdown - See listening by city and state
- Heat maps - Visual representation of listener density
- Targeting insights - Inform tour routing and marketing
SoundExchange royalties
Section titled “SoundExchange royalties”Pandora pays two types of royalties:
| Type | Paid Through | Notes |
|---|---|---|
| Streaming royalties | LabelGrid (your distributor) | Standard distribution royalties |
| Performance royalties | SoundExchange | Separate registration required |
Important: SoundExchange collects US digital performance royalties for non-interactive radio plays (like Pandora stations). This is separate from what you receive through LabelGrid.
To collect these royalties, register at soundexchange.com. This is free and ensures you receive all royalties you’re owed from Pandora plays.
Tips for success
Section titled “Tips for success”- Use all 10 Spotlight Picks - Don’t leave promotional real estate unused
- Record audio messages regularly - Personal connection drives engagement
- Run Featured Track campaigns - Free promotion for your music
- Study your Audience Map - Plan tours and regional marketing
Resources
Section titled “Resources”- Pandora AMP - Main artist portal
- AMP Playbook - Artist resources and guides
- Pandora - Main platform
- SoundExchange - US performance royalty collection
- LabelGrid Support
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