Pandora has launched a redesigned version of its Artist Marketing Platform (AMP), promising that it will be “even easier and faster” for artists to use. AMP was originally launched as a suite of analytics for artists to see how their music was being played on Pandora, but has since expanded to tools for sending audio messages to their fans; and boost songs by making them a ‘featured track’ on the streaming service. The announcement came with a new case study: Ariana Grande’s series of audio messages to Pandora listeners encouraging them to pre-order her album generated an 8.1% click-through rate. “Five to seven times what we saw for social and paid channels,” according to Republic Records president Avery Lipman. “The engagement rates and click-throughs are literally off the charts and well above 10x what you would see on the social networks, paid marketing channels, or other music services,” added Pandora’s VP of product Shamal Ranasinghe in a blog post about the redesign.

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