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Pandora sets sights on tour marketing


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Pandora, the interactive online radio platform that claims an impressive current share of 3.5% of total US radio listening, is thinking about tour marketing. Co-founder Tim Westergren announced the intentions recently at TheGrill, TheWrap’s annual media conference. Pandora collects gender, age and zip code information at registration and could provide powerful recommendations when matching that information with a tour database. Pandora faces competition from Clear Channel’s iheartradio, which announced its Facebook integration at the f8 conference last week, and a move into tour recommendation would provide it with differentiation as well as a new income stream if it added ticketing links. It would also pose a challenge to UK startup Songkick, which has recently launched in America. Pandora wet its feet recently with an email campaign to Aimee Mann fans who had ‘thumbed up’ Mann on Pandora and lived within driving distance of one of her gigs. Pandora has recently enhanced and relaunched its platform and announced its intention to expand into China (see MusicAlly daily bulletins 21st and 22nd September) Source: Hypebot 

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