Pandora and Intel Unveil “Inside the Music” Program

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OAKLAND, Calif., April 11, 2012 — Pandora (NYSE: P), the leading personalized radio service, today announced the “Inside the Music” program, presented by Intel. The Inside the Music program goes behind-the-scenes of the Pandora Music Genome Project, giving listeners interactive, in-depth views of the music they love. The year-long program will be available at

The Inside the Music program will explore six musical genres – rock, R&B, electronica, rap, country and classical – and the unique characteristics of each genre as they are categorized within the Music Genome Project. The proprietary Music Genome Project now over twelve years in the making, is a sophisticated, hand-built taxonomy of musical DNA.  The professional musicians that make up the team of Music Analysts at Pandora analyze and add tracks to the Music Genome Project one-by-one, identifying up to 450 musical attributes per recording.

Pandora Founder and Chief Strategy Officer Tim Westergren said, “For more than a decade, we have been capturing in great detail every aspect that gives a song its unique character, whether it’s the melody, harmony, rhythm, instrumentation, vocal performance, lyrics or more.  We’re pleased to partner with Intel to give people a unique opportunity to discover even more about the music and artists they love.”

“Entertainment, and specifically music, will be a big push for us in our advertising focus in 2012.  We’re targeting a younger audience than we have in the past as we feel they tend to influence not only like-minded individuals, but also those outside their direct peer group. To be effective with that audience we need to help create experiences for them that are compelling and worthy of sharing across their social graph. As the first brand to bring the Pandora Music Genome Project to life through the Inside the Music program, we are creating a memorable music experience for consumers,” said David Veneski, U.S. Media Director, Intel Corp.

Listeners will learn about the analyzed track features of their favorite songs and musicians through educational audio shows, custom stations and interactive descriptions of the featured tracks. Also for the first time ever, the program will enable listeners to launch new Pandora stations based on a specific track feature such as guitar effects, chromatic harmonic structure and vocal harmony.

The Inside the Music program, presented by Intel, will target select adults ages 18-34 that are utilizing one of Pandora’s most popular features, the “thumbs-up” option. When a targeted listener thumbs-up a song they will see and hear an advertisement that will tell them about the Inside the Music program.


Pandora (NYSE: P) 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 the personalization of Pandora® internet radio by 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 U.S. turn on Pandora to hear music they love.


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