It’s not just direct deals with indies that Pandora is up to this week (see lead story), it’s also being deployed in the marketing for Get On Up, the new biopic about James Brown. Pandora is being used by Universal Music Group to target younger listeners who perhaps have not grown up with Brown as a preeminent influence (who ARE these people? etc.). “We wanted to reach fans of James Brown, but we also knew he had influenced so much music over the years,” Lindsay Dye, Universal’s director of digital media, told the LA Times. “We wanted to reach fans of the Justin Timberlakes and the Janelle Monaes of the world to communicate that message to them and get them out to see the film.” The resulting Get On Up station works as an immersive ad for the film. Sound familiar? Keen-eyed Music Ally readers will have read yesterday about WhoSampled being used in the film’s marketing, what with Brown being the most sampled artist of all time.

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