Pandora Turns up the Volume with New “Sound On” Brand Narrative

Multi-channel campaign promises listeners Pandora will be there to turn the “Sound On” for every holiday travel moment

Debut campaign highlights artists including Cardi B, Carrie Underwood, Lil Wayne and Pitbull

OAKLAND, Calif.--()--Pandora (NYSE:P), the largest streaming music provider in the U.S., today unveiled its new brand narrative platform and nationwide campaign inspired by the power music and sound have to make each life moment better, called “Sound On.” The new narrative celebrates the role Pandora has in connecting listeners with the music and audio content they love, to help them live their lives at full volume.

“Music and sound have the power to make every situation better, deeper and more meaningful. Every life experience can be instantly transformed when you add your own soundtrack,” said Aimée Lapic, Chief Marketing Officer at Pandora. “At Pandora, it’s part of our core mission to meet our listeners where they are and to deliver effortless, personalized audio experiences tuned in to their exact moment.”

The ongoing strategy for the brand’s narrative will be to seize cultural moments and demonstrate how Pandora makes that experience better through its product features and content -- including playlists, offline listening and podcasts.

Pandora Helps Make Holiday Travel Better with Sound On

Pandora will debut the “Sound On” brand platform with a bold, multi-channel campaign focused on highlighting the universally shared experiences and sentiments of holiday travel — whether flying across the country or hopping on a short train ride across town.

“Holiday travel is defined by little moments that can sometimes be an emotional rollercoaster — from the tiny victories, like an unexpected seat upgrade, or the jolting losses, like a missing bag,” added Lapic. "It's in these moments when a great playlist or a hilarious podcast can make all the difference. Whenever tricky situations occur, traveling is simply better with the sound on."

From November 2018 through January 2019, Pandora’s campaign will be featured in high-traffic travel hubs across airports, buses and railroad stations in Atlanta, Miami, Nashville, New York City, Oakland, San Francisco, and more. Pandora will also run a custom 250-ft LED billboard at the World Trade Center station’s Oculus transportation hub in New York City.

The campaign, created and executed entirely by Pandora’s in-house creative team, will use both digital and large-scale out-of-home elements that are highly specific and representative of Pandora’s massive and diverse user base, consisting of more than 68 million listeners. Approximately 1,200 iterations of creative components have been developed to capture the precise and varied travel moments listeners encounter — from train delays to lost luggage.

As the most powerful audio discovery service, Pandora is uniquely positioned to deliver experiences that cater to individual preferences and behaviors, effortlessly. The new brand campaign reflects Pandora's heritage as the first streaming music service to create personalized radio, as well its diverse and innovative newer product offerings, like Pandora Premium, which gives subscribers on-demand, ad-free listening, as well as the ability to create playlists and download music for offline listening.


Pandora is the world’s most powerful music discovery platform – a place where artists find their fans and listeners find music they love to help them live their lives at full volume. We are driven by a single purpose: unleashing the infinite power of music and audio content by connecting artists and fans, whether through earbuds, car speakers, live on stage or anywhere fans want to experience it. Our team of highly trained musicologists analyze hundreds of attributes for each recording which powers our proprietary Music Genome Project®, delivering billions of hours of personalized music tailored to the tastes of each music listener, full of discovery, making artist/fan connections at unprecedented scale. Founded by musicians, Pandora empowers artists with valuable data and tools to help grow their careers and connect with their fans. | @pandoramusic | | @PandoraBrands |


Sarah Saul


Sarah Saul