Pandora, the largest music streaming service in the U.S., has launched Studio Resonate an in-house consultancy that provides advertisers with audio creative development, sonic branding, and strategy services.
Pandora, a subsidiary of Sirius XM, pioneered music streaming and has been at the forefront of ad-supported digital audio since its inception.
The buzz we hear through CMO's and agencies is that Studio Resonate will be able to tap into their trove of data unlike other third-party companies offering similar services. Pandora's data and experience within the space deliver the coveted blend of art and science, which will enable their clients to create and manage their "sonic identity" over time.
While Pandora has provided these services for years, this marks the first time the creative offering will sit under one brand.
"We are launching Studio Resonate with the understanding that if a brand doesn't have a holistic audio strategy, it is not being heard," said Lauren Nagel, VP and executive creative director at Pandora. "Our ears are uniquely powerful. They are active sensors that attend to our emotional and physical well-being – and they are always on. Sound is an inherently interactive experience that creates a personal connection and engagement in ways that no other medium can."
While Pandora is not trying to replace the role of creative agencies, they are focused on attracting new business from existing clients while adding small and large clients to their growing roster.