Pandora Premium is now available to anyone for $10 a month

Krales  The Verge

Music discovery platform Pandora has rolled out a new campaign centered on the diverse tastes of its users called "Sounds Like You", which delves into the personalities of an extensive cast of top artists.

In addition to digital ads and billboards, "Sounds Like You" comes to life across multiple channels including first-to-market artist and influencer programs with Pitchfork and VICE's music channel Noisey; digital shorts directed by Academy Award victor Michel Gondry; and social media activations including Snapchat lenses and geofilters, and a custom Pandora emoji on Twitter.

All of the basics of Pandora Premium are the same from the initial launch: You get an on-demand streaming service for $9.99 per month, just like the competition.

Like those rival services, Pandora Premium will offer subscribers a way to access their own library of songs, albums, and artists. Now, you can simply go to Pandora Premium site and sign up with your credit card or PayPal account as your payment method. Upgrading or signing up via the mobile app will only get you 30 days of Pandora Premium for free. Both services now have the same amount of songs, according to reports. But if users aren't feeling up to building an entire playlist they can use the "add similar songs" option that will help round out the list.

The campaign, which was designed in-house, will also include digital shorts directed by Oscar victor Michael Gondry that feature the artists discussing music that inspires them most, plus custom lenses and emojis for Snapchat and Twitter, and "first-to-market artist and influencer programs" with Noisey.

Pandora has 81 million active listeners but has fewer than 5 million people paying monthly for Pandora Plus.

The service is competitive with Spotify.

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