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Business News Digital
Pandora unveils AMPcast
By Chris Cooke | Published on Thursday 10 March 2016
Want to deliver quick audio messages to your fans as they hear your music? Perhaps you need directions to the nearest Homebase and reckon your fanbase may be able to help. Or maybe you just learned an amazing bit of trivia about former US President Calvin Coolidge that you just need to share with someone. Well, Pandora is here to help.
In it’s ongoing bid to become an artist-friendly data and marketing platform – rather than just a streaming service that pays shit royalties – Pandora has this week unveiled AMPcast, a new service that allows artists to “speak to their fans” by recording and uploading short audio messages via their phones that will then be pumped out to unsuspecting Pandora listeners.
If that all sounds a little familiar, it’s because it’s an evolution of the artist messaging service Pandora introduced last summer, the main innovation being that the audio message can now be recorded by an artist on the fly via their phone. And what could possibly go wrong with that?
Says Pandora founder Tim Westergren: “AMPcast has the potential to change the odds for musicians. This powerful tool, combined with the scale and reach of Pandora, gives every talented and hard-working artist a real shot to build a career in music. Marketing and promotion for artists will never be the same”.
Except it will be. Artists, managers and labels will just have one more digital marketing channel to manage. Good times.
