OAKLAND, Calif.--(BUSINESS WIRE)--Pandora (NYSE:P), the leading internet radio service, today announced that the company is bringing its Discovery Den event to Miami for the hottest week in Latin music. The program is branded Pandora Discovery Den Noche de Música Latina and will be produced in partnership with State Farm, P&G’s Orgullosa and Sprint. It will open on April 21st from 8pm to 11pm, and there will be performances by J Balvin, Alexis y Fido, Leslie Grace, and Karlos Rosé.
“We’re thrilled to bring our Discovery Den Noche de Música Latina to Miami and celebrate Latin Music,” said Tommy Page, Pandora’s head of music partnerships. “By bringing together outstanding artists and world-class brands, we’re confident our listeners will love this Pandora Discovery Den. It will be an outstanding addition to the festivities in Miami.”
Pandora's latest Discovery Den is a natural fit given its focus on multicultural music and listeners. One in four Hispanics in the U.S. listen to Pandora, and that number continues to grow. Leveraging its proprietary analysis of music preferences, Pandora extended invites via email to many of these listeners in the Miami area. Pandora identified local listeners as fans of the participating artists and similar artists through stations they created.
Pandora Discovery Den Noche de Música Latina attendees will also enjoy unique activations from sponsors:
- State Farm’s activation will encourage guests to participate in their "Ritmo de Cambio" (Rhythm of Change) program. Through this initiative, State Farm donates $1 to Little Kids Rock—an organization dedicated to making music education a priority in public schools—every time a fan posts #RitmodeCambio on Twitter, Facebook or Instagram. At the event, a custom Ritmo de Cambio Photo Booth will be available for fans to post their Discovery Den pictures in real-time.
- P&G's Orgullosa, an online community that celebrates Latinas, is participating on site via its Nueva Latina platform that aims to define what it means to be a modern, bicultural Latina. As part of its sponsorship, Orgullosa will showcase a one of a kind Party Prep vending machine with P&G products for all event goers. In addition, Orgullosa will track the night's festivities via #NocheDeMúsica and #NuevaLatina on its very own social wall within its activation space.
- Sprint will reward fans with custom phone cases throughout the night and launch an exclusive video series featuring a top trending Latin artist. The artist will discuss the impact of family, friends and culture on musical development and success.
Leading up to the event, Pandora also worked with sponsors and artists to generate buzz. State Farm worked with Alexis y Fido and Leslie Grace to create Mixtapes of 80-100 of the artists’ favorite songs for Pandora listeners to enjoy. Another Mixtape was also created by Pandora and P&G’s Orgullosa to highlight nearly 40 leading Latin artists.
Admission to the Pandora Discovery Den Noche de Música Latina is free with an advance RSVP via http://boxoffice.stubhub.com/event/PandoraNocheDeMusica.
Pandora (NYSE:P) gives people music and comedy they love anytime, anywhere, through connected devices. 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 turn on Pandora every month to hear music they love. www.pandora.com