Personalized radio service Pandora is turning its recently launched live concert series into the foundation for an online hub. Both the free live performances and their Pandora Presents online extension are made possible by sponsorship, which at least initially comes from Budweiser.
About 230 fans attended an intimate performance by Dawes (pictured), an emerging band from Southern California, on Dec. 13 in Portland, Ore. The Pandora Presents site currently is highlighting live performance video and behind-the-scenes video from that show, along with commentary from band members and fans as they take a short tour of the city. Additionally on offer are clips of Pandora founder Tim Westergren interacting with the band.
Completing the circle, the hub also includes a curated mixtape that streams up to 100 songs selected by Dawes band members and Pandora music analysts.
Pandora analyzes its user data to determine which artists and locations are appropriate for inclusion in the live concert series. Attendees are invited to the free show based on their created stations and “thumbed-up” songs.
Pandora’s senior vice president of Strategic Solutions Heidi Browning said having Budweiser as an official launch partner made the initiative possible. “Through this partnership we’re able to give fans a great experience both online and offline,” she said. “Our collaboration is proof that Pandora is a valuable platform for connecting brands, bands, and fans.”
All artists that participate in Pandora’s live concert series will be similarly showcased on the hub.
“Music is a universal passion that unites people, and Budweiser’s ties to music run deep,” said Rob McCarthy, vice president of Budweiser. “We’re excited to assist Pandora in bringing this unique concert series to life, and to connect their local listeners with bands they love.”