Pandora Media Inc (P) testing promoted stations with brands like Taco Bell and Kleenex

Posted May 7, 2014

Pandora Media Inc (NYSE:P) is working with brands like Taco Bell and Kleenex to create promoted stations, which will appear in lists of “Stations You Might Like.” Pandora is one of the most used music services on the Internet with 76 million monthly active users. Other brands working with Pandora in the beta launch include Kleenex, Skechers, StubHub, Taco Bell, and Toyota.

The brands act as executive producers of their stations to create a “musical personality.” Kleenex decided to go with country songs by artists like Jason Aldean and StubHub created a station that has interviews and songs from bands like Tokyo Police Club.

The brands can control the ad load on the stations. Around 10% of Pandora listeners will see the branded stations show up in the “Stations You Might Like” section, showing up one at a time.