Bob Garfield

Pandora hits 400 devices, including refrigerators and cars

This young company has gained a massive following. Pandora's Heidi Browning tells digital marketers how the service is capitalizing on mobile and social behaviors.

Pandora began in 2000 as a music genome project. In 2005 the service was launched on the web. By 2008 the Pandora app because one of the most downloaded apps in the Apple store. And now over 100 million users listen to Pandora on over 400 devices including Samsung wifi refrigerators and 2011 and 2012 BMWs

What user behaviors are driving the growth of the streaming music service? And what do we need to know about how consumers are using devices as we plan our digital marketing campaigns?

In this clip, Pandora's Senior Vice President of Strategic Solutions Heidi Browning talks about new ways users are accessing the music service.


Music streaming is surging in parallel with the growth of mobile and social use. Here are the user trends and platform updates digital marketers should be aware of.


Pandora is testing updates to external (Facebook, Twitter) and internal social sharing, with a focus on personalization and niche communities. In this clip Heidi shares her initial observations.


You might think Pandora's "music genome" is fully automated. But as Heidi tells us, it's actually a combination of algorithms and a community of music experts doing precision tagging. Here's how it works.


You can't interview someone from Pandora without asking about favorite artists! In this clip Heidi talks about musicians who are visiting the Pandora offices to see the music genome and learn about listener behaviors. Some are even giving live performances!


Heidi Browning serves as Senior VP, Strategic Solutions at Pandora. With more than 22 years of marketing and advertising experience, Browning brings a valuable mix of client, agency and media owner perspective to Pandora. A seasoned veteran of both the interactive and traditional advertising business, she has worked with leading companies and clients across a variety of industries including entertainment, telecom, financial services, consumer packaged goods, automotive, technology, quick serve restaurants, retail and educational services. Heidi is known as an early and passionate pioneer in digital, mobile and social marketing and continues to drive thought leadership and innovation within the industry.

Pandora gives people music they love anytime, anywhere, through connected devices. (OK, we've added comedy as well so we're also up for playing some jokes you'll love.) Personalized stations launch instantly with the input of a single "seed" – a favorite artist, song or genre. The Music Genome Project®, a deeply detailed, hand-built musical taxonomy, powers Pandora's personalization – using musicological "DNA" and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the United States turn on Pandora to hear music they love.



Vijay Vasu
Vijay Vasu January 5, 2012 at 7:14 PM

Loved your take on this one. Thanks - Vijay from gunshot digital