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.
