Pandora’s first data scientist, Gordon Rios, spends a great deal of his time understanding the intricacies of machine learning and music recommendations. In 2017, the company launched Pandora Premium.įor the years, the company was considered a shining star in the digital music space and continued to grow active users as well as revenues. In 2009, the company launched Pandora One, a service that allowed users for $4.99 to stream the radio stations without ads. For example, the workers who categorize this music focus on things like melody, harmony, composition, and lyrics. This creation focuses on the qualities that the music possesses instead of categorizing songs by genre. Not only that, but all of Pandora’s music selection is based on The Music Genome Project. Pandora’s playlists can be tweaked by placing a thumbs up or thumbs down on each song. The company, therefore, had to pay royalties set by the US Copyright Royalty Board. Pandora, unlike many other popular digital music streaming companies, did not strike deals directly with music labels, but instead operated as a pure play Internet Radio station. The service, known for its ease of use and the ability for users to vote for songs they liked and disliked through thumbs-up and thumbs-down, became extremely popular and one of the true rising stars of the early digital music industry. Launched in 2005 by Will Glaser, Jon Kraft and Tim Westergren, Pandora is a freemium online radio service. (Apple, it seems, is a ruthless predator in both phones and streaming!) The Online Music Shooting Star It’s looking more and more like the company is being edged out by newer, hotter rivals, and will go the way of Nokia-which absolutely dominated the mobiles phone market and made what is considered the first smartphone in the 1990s, only to see its lead be snatched away by rivals it didn’t see coming. Pandora’s new Premium offering (finally an on-demand service) is a classic case of too little, too late. We don’t know what radio stations pay, but if you think about each individual radio station and the music they play, it’s probably a lot less than any streaming service.Founded nearly two decades ago, Pandora is a digital music veteran, older than its competitors.īut its troubles lie in the fact that it made itself a name in radio-style music streaming, in which listeners are given songs rather than selecting them-a platform that’s rapidly been overtaken by all-you-can-listen, on-demand music streaming. Essentially, the more control you have over the music you listen to, the more licenses you have to pay.
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