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.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)