Pandora AMP (Artist Marketing Platform) offers artists and labels powerful tools to promote music directly to fans. One of its most valuable features is the Program, an audio-based marketing tool that allows artists to engage their listeners in a personalized way. By creating Programs, independent labels and artists can strategically market their artists, highlight new releases, and strengthen fan engagement.

What is a Program?

A Program on Pandora AMP is an artist-curated playlist or mixtape with audio messages that serves as a direct communication tool between artists and their listeners. These can be used to:

  • Share stories behind songs or albums.
  • Announce upcoming tours, releases, or exclusive content.
  • Engage fans with unique insights and messages.
  • Share other songs and artists that inspired the project.

How to Create a Program

Setting up a Program through Pandora AMP is a simple process. Follow these steps to create an effective and engaging Program:

1) Access Pandora AMP:

  • Log in to your Pandora AMP account at amp.pandora.com.
  • If you don’t have an account, sign up as an artist or label to gain access to AMP tools.

2) Navigate to the “Programs” Section:

  • From the AMP dashboard, click on “Create a Program.”

3) Select Tracks

  • Curate the list of songs that will play in your program. 
  • Use songs from the release you are promoting. Use songs from friends. Use songs that inspired you. Anything can serve as a talking point to connect with your audience.

4) Record and Upload Your Audio Message(s):

  • Record your audio messages. An iPhone voice memo will do. 
  • In AMP, attach the message to the song that you want. 
  • Keep the message concise, engaging, and relevant to your audience.

5) Final Touches:

  • Title your Program, select relevant tags, and add cover art. 
  • Set a start and end date for your Program, and submit for review.
  • Once finalized, submit it for approval by Pandora.

Pandora AMP’s Program feature gives independent labels a powerful tool to build artist-fan relationships and drive music discovery. By crafting compelling, well-targeted Programs, labels can ensure their artists stay top-of-mind with engaged listeners. With the right strategy, Pandora AMP can be an essential part of an independent label’s marketing toolkit.