Pandora has created a brand new audio format that it calls Pandora Tales. It’s successfully a playlist, however one that’s curated by the artist, and is interspersed with voice recordings. It’s the equal of getting your favourite artists play the a part of radio DJ on a station that they management. All Pandora listeners could have entry to Pandora Tales, although free members should watch an advert earlier than their chosen story begins.
Tales is an intriguing idea for each the artist and the music listener. For an artist, it’s a approach to hook up with followers on a private degree that goes past the music, one thing that has turn into a lot tougher since streaming music companies turned the dominant approach for individuals to take heed to music. In contrast to devoted artist pages, and even the basic liner notes in a vinyl album, Tales don’t require a listener to do something aside from pay attention, which is more likely to have a huge effect on engagement.
For the second, artists who need to create Tales might want to submit a kind to entry the platform. As soon as authorised, they will use a curation device to add voice tracks, and mingle them with their present Pandora track tracks. In contrast to Pandora’s Artist Audio Messages (AAM), that are meant to be very brief, personalised messages which are broadcast earlier than or after an artist’s songs, Tales voice tracks is usually a lot longer — among the samples that Pandora has chosen to spotlight, like John Legend, have voice tracks which are as much as a minute in size.
Voice tracks may even be considerably interactive if the artist chooses. They’ll embody a customized picture and title, and there’s an possibility to incorporate a call-to-action button that hyperlinks listeners to a different vacation spot on or off Pandora’s platform, which might be used to drive visitors to a charity an artist is making an attempt to attract consideration to, or, maybe to one thing as mundane as artist-branded attire.
Pandora’s employees will probably be reviewing the content material of all Tales earlier than they go dwell, presumably to make sure it complies with the service’s insurance policies. Nevertheless, there doesn’t seem like any limitation to which music or comedy tracks seem in a Story. In different phrases, the format might turn into an excellent device for music or comedy criticism in addition to promotion.
Tales can take the type of playlists, or mixtapes, the large distinction being that mixtapes are at all times shuffled, whereas playlists transfer sequentially except the listener chooses in any other case. For the time being, the format isn’t fully appropriate with all Pandora listening choices. Voice tracks gained’t be heard in shuffle mode, offline mode, or on units like good audio system, or in-car programs, although Pandora notes it’s engaged on including them.