This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Brands & Merch Business News Deals Digital
Pandora brand partners offer on-demand listening to freebie users
By Chris Cooke | Published on Thursday 1 June 2017
Pandora, which now offers a fully on-demand streaming service for paying subscribers in addition to its traditional free-to-access personalised radio set up, is starting to work with brands to allow those on the freebie level to try out some on-demand funtimes.
According to Adweek, flavoured water brand Propel says it is the first to work with Pandora on offering free streamers some on-demand tunes. The brand has put its name to three fitness-themed stations on Pandora’s personalised radio platform, which feature playlists curated by ‘fitness influencers’, which are apparently an actual thing.
When freebie users listen to those Propel-endorsed stations they will see a ‘power up’ button which allows them to save individual tracks to listen to on-demand at a later date. Such functionality is only usually available to Pandora’s premium subscribers.
Presumably the American streaming firm hopes that tie-ups like the one it has with Propel will open up new opportunities to work with brands on the ad-funded side of its business, while sneakily giving free users a quick sampler of what they could do if they upgraded to premium Pandora.