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CREATIVE STARTER GUIDE

ONE-SHEET

GETTING STARTED

Before you start using AMP to connect with your fans through intimate, curated experiences on Pandora, follow the steps below to create your curator profile and set yourself up for success.


STEP 1: ESTABLISHING YOUR CURATOR IDENTITY

When setting up your curator profile, consider the overall brand and voice of your curator identity. Make sure your curator name, bio, and profile photo are cohesive and consistent in their style and tone.

  • Your curator name appears alongside all Programs you create so it should be broad enough to encompass all topics you plan to discuss

  • Your bio appears on your curator profile and should give fans an enticing preview of what they can expect from your Programs

  • Your curator profile photo is the default image that fans see as they search for and interact with your Programs on Pandora - make sure that it’s eye-catching and distinctive so fans can quickly recognize it as they browse


STEP 2: FINDING YOUR VOICE

The final step before you begin creating Programs is to determine your hosting style and hosting format.

HOSTING STYLE

As you prepare to host Programs, make sure your voice content is consistent with the tone that you established when you created your curator identity. Is your brand fun and conversational? Serious and informative?

Build trust and credibility with your fans by consistently delivering content that meets the expectations you defined when setting up your profile.

HOSTING FORMAT

Consider the purpose of your Program. Are you adding commentary to a music or comedy experience? Are you using music and/or comedy to underscore a spoken experience?

These questions should inform your choice of format for the Program:

Playlists

  • Offer the opportunity to create a structured narrative that incorporates music / comedy and commentary in a controlled sequence

  • Best suited for Programs that follow a defined conversational arc

Mixtapes

  • Deliver commentary that is free-floating or track-specific

  • Best suited for Programs with more disparate commentary

Creators should choose the format that best suits the hosting style of their Program.

GUEST HOSTING

Keep in mind that you can always invite guests to provide commentary on your Programs in addition to the commentary you provide yourself. This is a fun way to mix up the voice of your Programs and give your fans fresh perspective.


STEP 3: DEVELOPING YOUR PROGRAMS

As you begin creating your Programs, start by identifying the theme of the content and commentary you will provide. Consider the audience that you will inherently appeal to and any additional audiences you may want to pull in. Bear this information in mind as you make track selections and record Voice Tracks.

CONSIDER THE GOAL OF YOUR PROGRAM TO HELP YOU GET STARTED:

Use Programs to Engage in Cultural Moments

  • Participate in major events like the Olympics or an awards show by providing your own commentary and perspective alongside a custom track set

  • Create timely Programs to reflect holidays, changes of the season, etc.

Use Programs to Share your Expertise

  • Talk listeners though making a recipe using music tracks as the timer between instructions

  • Build a workout program using Voice Tracks to coach listeners through exercises and music tracks to set the pace

Use Programs to Provide Commentary on Music or Comedy

  • Walk through the creative process of making an album with the artist, songwriter, or producer

  • Discussion around the soundtrack of a movie or show with the composer or music supervisor

Use Programs to Chronicle the Music of a Movement

  • Soundtrack a political or social movement with commentary from leaders or participants

Use Programs to Explore Regional Music

  • Study the music coming from a certain geographic area with commentary from locals and experts

Use Programs to Study a Genre

  • Dive deep into the musical history of a genre with commentary from experts or key figures

Use Programs to Participate in Trendsetting

  • Provide commentary on events such as Fashion Week using music tracks from popular runway shows

  • Use Programs as another channel to communicate with your existing followers - share what you’re listening to with authentic commentary

IF YOU ARE AN ARTIST, OR WORK CLOSELY WITH ARTISTS, TAKE ADVANTAGE OF YOUR POSITION TO LEVERAGE YOUR OWN AUDIENCE ON PANDORA:

Are you a label?

  • Dive into the musical history of your label with commentary from executives and artists

  • Create a yearly or monthly round up of releases with commentary from artists, songwriters, and producers

  • Recommend B-sides to listeners with artist endorsements

Are you a manager?

  • Create a Mixtape / Playlist featuring music from your entire roster with artist stories

  • Provide the musical history of a legacy artist with commentary from key gures close to them

  • Develop a cross-collaborative Program featuring larger artists supporting developing artists

Are you an artist?

  • Provide commentary about your latest album release

  • Share your sources of inspiration while writing and recording music

  • Create a Playlist of songs you’re listening to while on tour

  • Develop a Program featuring all collaborations with commentary from featured artists

Are you a publisher?

  • Give a retrospective of a songwriter or producer’s collective works with commentary from songwriter/producer and key collaborators

  • Highlight the musical history of songwriters from a certain geographic area or era

  • Share a retrospective of number one hits with commentary from songwriters

Are you someone else with access to artists?

  • Create a Program following a tour with commentary from the touring artist and tour companions

  • Provide artist commentary on a cultural movement or moment in history

  • Timely Programs - Festival season, holidays, changing of the seasons


STEP 4: BUILDING YOUR AUDIENCE

Once you’ve created your Programs, fans will begin organically discovering them on Pandora, but there is a lot you can do to expand listenership.

Share your Programs on Social

  • Each Program you create has a unique URL which you can share outside of Pandora

    • Mixtapes are immediately available to all listeners

    • Playlists are immediately available to Pandora Premium subscribers and available to all listeners via engagement with a short video ad

Use Artist Audio Messaging to Drive On-Platform Traffic*

  • Utilize your connection to artists to have them record Artist Audio Messages via the self-serve AMP tool to drive their fans on Pandora into your Program

  • Include the URL of your Program as the call-to-action of the AAM

Optimize Organic Discovery

  • Use Browse Tags to categorize the mood and theme of your Program for placement in Pandora’s Browse modules

  • Use Search Strings to ensure fans can easily find your Program when manually searching through Pandora

*Artist Audio Messaging is only available to artists and their teams via the self-serve artist marketing tools in AMP.


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