If you have a show coming up, Pandora gives you a free way to tell nearby people who already listen to your music about it.
Promote Show is a tool inside Pandora AMP that combines a short message from the artist with a ticket link. Pandora then targets the campaign around the location of the show.
It is simple, free and aimed at people who already have a reason to care who you are.
What is Pandora AMP?
Pandora AMP, short for Artist Marketing Platform, is Pandora’s free set of marketing and audience tools for artists and their teams.
If you have music on Pandora but have not claimed your AMP profile yet, start with our step-by-step guide to claiming your Pandora AMP account.
Once you have access, Promote Show is one of the tools available through Pandora’s Fan Campaigns. Fan Campaigns are the part of AMP used to create Artist Audio Messages, Featured Tracks, Promote Single campaigns and Promote Show campaigns.
How Promote Show works
Promote Show combines an Artist Audio Message, a short spoken message recorded by the artist, with information about a specific concert.
When you choose the show, Pandora handles much of the setup for you. That includes the campaign timing, ticket link and geotargeting.
Geotargeting means focusing the promotion on listeners in the area around the show.
So instead of telling somebody across the country about your show in Knoxville, Pandora can concentrate the campaign around people who might actually be able to attend.
That seems more useful.
Make sure Pandora knows about the show
Promote Show works most easily when the event is already listed through Ticketmaster, Eventbrite or Songkick.
Pandora can use information from those services to pull upcoming shows into AMP. It can also use that event information for automated concert promotion elsewhere on Pandora.
That can include:
- notifications in a listener’s Pandora feed
- concert emails
- show information on Now Playing screens
- show information on artist pages
Some of those automated tools work without you creating a Promote Show campaign at all.
So one of the easiest things you can do is make sure your upcoming shows are listed correctly in the systems Pandora uses.
How to create a Promote Show campaign
From the artist profile inside Pandora AMP:
- Click the blue Create Campaign button.
- Select Promote Show.
- Search for the city or venue where you are performing.
- Select the correct upcoming show.
- Upload your Artist Audio Message.
- Review the campaign details.
- Submit the campaign or save it as a draft.
Once you select the event, Pandora automatically fills in much of the campaign around that show.
That is one of the best things about the tool. You do not have to build an advertising campaign from scratch.
Keep the Artist Audio Message short
Your Artist Audio Message should be no longer than 15 seconds.
That is not much time, so get to the point.
Tell the listener who you are, where you are playing and why they should care. Then direct them to the ticket link.
You do not need your movie-trailer voice.
Actually, please don’t use your movie-trailer voice.
The best messages sound like the artist talking directly to one fan.
If you want more help with the format itself, our guide to Pandora Artist Audio Messages explains how the messages work and how artists can use them.
Give people a reason to come
“Hey, I have a show. Buy tickets.” technically communicates the information.
It is not especially compelling.
Use those 15 seconds to give the listener a reason to act.
Maybe it is the first night of the tour. Perhaps you are playing a hometown show. Another artist they know could be on the bill. Or maybe this particular date simply means something to you.
Make the message specific enough that it sounds like you are actually talking about this show instead of reading the same script for 27 cities.
Let Pandora handle the targeting
One of the biggest advantages of Promote Show is that you do not have to manually build an advertising audience.
Once you select the event, Pandora automatically focuses the campaign around the area where the show is taking place.
That is different from buying a traditional social media ad and choosing the audience yourself.
You are reaching people through a platform where they are already listening to music, including yours.
That does not guarantee they will buy a ticket. Nothing does.
But it is a pretty sensible group of people to tell.
Watch the campaign results
Pandora refreshed its Fan Campaign tools in 2026 and expanded the reporting available inside AMP.
The updated campaign pages include more detailed performance information, sorting tools and the ability to download a CSV. A CSV is a simple spreadsheet-style file used for working with data.
Pay attention to what happens.
If you are promoting several shows, compare the results from different messages and markets. Over time, that can help you learn where your Pandora audience is responding.
Use the free tools you already have
There are plenty of ways to spend money promoting a concert.
This is not one of them.
If your artist already has music on Pandora and access to AMP, there is very little reason not to use Promote Show when it fits the event.
Make sure the show is listed correctly. Record a short message that sounds like you. Give people an easy way to buy tickets. Then let Pandora put that message in front of listeners near the show.
Free marketing does not mean guaranteed results.
But free marketing aimed at people already listening to your music is a pretty easy decision.
