Pandora’s senior vice president, strategic solutions Heidi Browning introduced her session with the following quote from Pharrell Williams: “Your entire life is defined by experiences with music. It’s not about selling records. It’s about connecting with human beings, giving people what they want. Make good music and brands, artists and fans will find a way.”
That is the mantra of sorts of the 11-year-old online radio Web site, which boasts a staggering 1.9 billion user-created stations (95 percent of these collections played in July of this year) and loyal fans that listen to music on Pandora.com 17 hours a month.
“How can we give consumers a choice in the music they want to listen to?” Browning asked, adding that personalization has become pervasive and Pandora seeks to promote customization. “We’re on a mission to redefine radio in this connected world.”
In addition to detailing the five “Ps” the company follows within its new marketing platform — Product, Personalization, Passion, Platform and Performance — she stressed the importance of social, local and mobile approaches to reaching users.
Pandora has created social tools that give listeners a choice of how they want to share their music — including Facebook and Twitter — and with respect to advertising, she said the Web site targets users with personalized ads by location and even through the daily deal space (there is only one ad every 20 minutes for the free, primary business model).
“Digital [ads] aren’t just banners,” Browning said. “We bring TV quality sight, sound and motion to advertising.” She cited a partnership with Nordstrom that not only reached consumers on a local level, but also sought to drive in-store traffic.
But it’s mobile that Browning calls the “fuel behind [Pandora’s] flame,” pointing to this as the biggest trend for the company, as 70 percent of listening happens on a mobile device.
“Mobile devices are ubiquitous and are amongst the most personal items we own. They are part of our everyday life and so is music. Millions of people have a deep personal connection with Pandora, because the service is truly tailored to each listener’s taste. No one station created on Pandora is the same. Our goal at Pandora is to redefine radio — making it personalized and easily accessible by anyone, on any device, anywhere in a connected world, Browning said. She added that beginning with the introduction of Apple’s app store in 2008, Pandora instantly became one of the most popular iPhone apps. According to Nielsen, Pandora is currently one of the top five most downloaded apps across all smartphone platforms.
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)
@heriethpaul and @gracebol have a moment on the @victoriassecret fashion show 2017. See every look from the runway on WWD.com. Link in bio. (📷: @giovanni_giannoni_photo) #wwdfashion #victoriassecret #VSFashionShow
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia