Ever since US satellite-radio firm SiriusXM bought streaming service Pandora in 2018, the two services have explored partnerships and cross-promotions. Their latest joint initiative is a new ‘artist accelerator program’ that aims to “develop and break new artists” by promoting them across both services.
The program will focus on 6-12 artists a year, with the promise of “focused programming for a sustained campaign across SiriusXM channels and Pandora stations, as well as various ongoing marketing support from both brands”. The first pick is R&B artist, actor and TikTok star Coco Jones, who is signed to Def Jam Recordings.
SiriusXM talked up the “combined reach of over 100 million listeners” across its service and Pandora. SiriusXM ended September with 34.2 million subscribers and seven million people in its ‘trial funnel’, while Pandora had 48.8 million monthly active users. That’s 90 million overall if there were no crossover, but obviously with SiriusXM heavily used in cars, there will often be multiple listeners per paying subscriber.
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