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Audiences
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#1 Addressable Audience in Digital Audio
Did you know that Pandora and SoundCloud’s combined audience is now the largest digital audio advertising marketplace in the U.S? Our partnership reaches a staggering 119 million listeners—a 25% increase in reach and 91% of which are unduplicated.1 This means that advertisers are able to purchase SoundCloud’s U.S. ad inventory directly through Pandora, leveraging a powerful logged-in user base, proprietary targeting and data capabilities, and most importantly, have access to the largest ad-supported audience through direct sold and programmatic buying channels. The partnership opens up a world of possibilities for brands looking to get their products and services in front of engaged listeners—whether nationwide, or to a local audience. Audience size is a key consideration when evaluating where to place media buys, but what numbers should you pay attention to most? Read on for more about addressability, and why it matters. ## Total Audience vs. Addressable Audience __Which Should Marketers Pay Attention To?__ Audience size is a key consideration when placing media buys, but what numbers should you pay attention to the most? The foundation of all marketing success starts with knowing who you want to target your marketing and advertising to. Bonus points if you can identify not only who they are, using traditional demographic information, but also what their interests are, where they spend their time, and ultimately what your brand can offer them that competitors can't. However, interpreting audience metrics can be tricky. Without the right context, numbers can easily be misinterpreted or appear inflated. That’s why it’s essential for marketers to understand the difference between addressable and non-addressable audiences, as well as how to differentiate between the two when looking at industry reports. __What’s the Difference?__ The total audience number is exactly what it sounds like: the number of users or subscribers that a company has regardless of if they pay for a subscription or not. For example, Pandora and SoundCloud have 119 million combined total monthly unique visitors across all tiers.1 An addressable audience, however, is a subset of the number of total users that advertisers can reach with their marketing campaigns. To continue with our own audience example, 90% of our audience is “addressable”2—which is the percentage of listeners that use the free, ad-supported version of Pandora. Listeners who pay for Pandora Plus, Pandora Premium, or SoundCloud Pro would not qualify as “addressable” because they are not eligible to receive ads. In Spotify’s latest Financial Disclosures, they revealed they have 271 million monthly active users globally,3 but that number includes both addressable and non-addressable listeners, inside and outside of the United States.  The difference between 271 million total global users and 38 million addressable users in North America is significant to any advertiser, it’s no wonder that there's confusion. This is why marketers need to do the extra research, and ask for the breakout of addressable vs. non-addressable audience data before committing to any media buys. ## Using 3rd-Party Research to Compare Addressable Audience Size Third-party research is particularly helpful in demonstrating not only the overall audience numbers for publishers, but also the amount of time users spend with any particular publisher. According to recent Comscore reporting, Pandora and SoundCloud’s combined audience reaches 75% more total Mobile App visitors4. Pandora and SoundCloud also reaches 30% more adults aged 25-54 than Spotify.1 Neither of these cases even take addressability into account. Imagine the scale difference in these scenarios if 10% pay for Pandora while 50% pay for Spotify.  Another important factor to consider whenever looking at where to place your media buys is the amount of time spent with that publisher. For example, Edison Research’s latest Share of Ear study reveals that there is 87% more ad-supported time spent listening on Pandora than Spotify.5  ## 3 Steps to Connect with the Right Audience The more you know about a publisher’s addressable audience, the smarter decisions you can make about where to spend your media dollars. 1. Examine *all* of the numbers: The headline doesn’t always tell the whole story. Dig into the numbers so you can intelligently compare your investment options side-by-side. 2. Ask for addressable audience metrics in your RFPs: Request that your campaign reach and frequency goals measure against accurate U.S. addressable numbers—not total audience size. 3. Get data from multiple sources: Cross-reference third party data sources around addressable audience numbers and pair that with time spent metrics in order to get a full view of who you will actually be able to target and what their overall behaviors are. Your Pandora sales representative can provide you with additional addressable data from Edison Research based on age, gender and ethnicity. [Just ask!](http://pandoraforbrands.com/advertise/) To understand how your brand can get in front of Pandora’s robust addressable audience, [get in touch with us here](http://pandoraforbrands.com/advertise/?source=Organic&leadattribute=BL-2016-08-1047-Standard). --- Sources: 1.Comscore Media Metrix, December 2019 P13+ (Comscore reports total audience only) 2.Pandora Internal Metrics, Q4-19 10% paid audience 3.Spotify Internal Metrics, Q4-19 50% Premium Subscribers in North America 4.Comscore Mobile Metrix, Key Measures, December 2019 P13+, Mobile App only, Pandora Audience Exchange 5.Edison Research Share of Ear study, Q4 2019 [Link to Spotify financials](https://s22.q4cdn.com/540910603/files/doc_financials/2019/q4/Shareholder-Letter-Q4-2019.pdf) [Link to Pandora financials](http://siriusxm2019cr.q4web.com/investor-overview/press-releases/press-release-details/2020/SiriusXM-Reports-Fourth-Quarter-and-Full-Year-2019-Results/)
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Artist Feature: Left at London
[Left at London](https://www.pandora.com/artist/left-at-london/ARZqPh4P3jr4Jwc) is a singer-songwriter and comedian known for her albums such as [Transgender Street Legend Vol. 1](https://www.pandora.com/artist/left-at-london/transgender-street-legend-vol-1-explicit/AL55qlZ6zdvrvZK) and viral video hits including “How to make a Tyler, the Creator song.” Pandora caught up with the Seattle-based musician ahead of International Transgender Day of Visibility to talk everything from music inspiration to eating more vegetables, and of course, [passing the mic](https://www.pandoraforbrands.com/pass-the-mic). __Tell us about yourself—how did you get started in music?__ I genuinely think I started music because of a need to be liked and have a hobby as a child. It wasn’t the first thing I tried to do—I actually tried to be an actor for several years of my youth, and music was just the thing that stuck. Over time, I’m now in a place where music has saved my life so many times that I have no qualms focusing on it as a career. __You got a lot of publicity for your videos on “How to make a Frank Ocean/Tyler, the Creator/etc. song,” your “I do that” Vine, and others—some say you’ve perfected the art of going viral. How does the internet and this virality play a role in your music creation?__ None whatsoever. I tend to find that my internet virality and music only overlaps in terms of advertising each other. People have found my internet content because they were interested in the music, and people have found my music because they were interested in my internet content. But there’s no real “creative overlap.” There is something to be said about the common thread of some semblance of palatability that I try to acquire in all of my content. I definitely feel like I hold myself back trying to be appealing to others, and I don’t succeed all the time in doing so. I think that’s why one of my favorite songs of mine is [STAAR](https://www.pandora.com/artist/left-at-london/the-purple-heart/staar/TRj7phdfPXr7nmX), just because it’s a bit of a strange song, for my discography at least. It’s a bit of an outlier, and while I create whatever I want to create, I also put the audience in mind when I do so. I don’t know if it’s holding me back or keeping me afloat. I guess we’ll see. __The music industry is very male-dominated in everything from record labels to songwriters. What is it like being a trans woman in this world?__ I feel constantly negatively judged. Even from my peers. Not by everyone, of course, otherwise I wouldn’t be talking to you about positive subject matters. I can only speak to my experience, and I feel like I’ve had it relatively good compared to most other trans women with a platform. I don’t know how it happened, but even with that feeling in consideration, I feel like I have been judged by a lot of people. I feel thankful that despite that feeling of being judged, I still have a good amount of people who actively enjoy my music. __You don’t shy away from topics like mental health, relationships, and what the current political world looks like for a queer person. What statements are most important to you to be making with your music?__ I often tend to write very autobiographically, and therapeutically. What you hear in my music is essentially an abridged version of what my therapist hears. Maybe I’m oversharing to the audience, but either way I’m both happy and horrified to know that I’m not alone in the feelings I’ve felt. __While your music follows topics that can be dark, you are also known online as a comedian. How do you balance the two? How do they play off each other?__ I honestly feel like some sort of edgy reboot of Hannah Montana. They barely play off each other for my life. I still have people telling me they just realized that person who made Transgender Street Legend Vol. 1 was the same person who made “that video about _______.” My name is the same on most of my social media, but even then people still don’t make the connection sometimes. __You’ve talked a lot about living your life online—how does that help your music? Do you ever have to step away?__ It helps my music, but it absolutely hinders my ability to grow as a person. Any form of fame can and will stunt your emotional growth if you let it. I go to therapy and advocate for my own mental health as much as I can, but honestly I still slip into old bad habits sometimes. Working on yourself is a never-ending process. __You just launched a new album and went on tour. What’s next?__ The quarantine has me cooking up new music faster than I’ve churned it out in a while! So something will come of that...probably. __Do you have any female mentors/inspirations either now or as you were starting out in your career?__ I’m really thankful for Wendy Carlos, Kimbra, and Missy Elliott, all of whom have inspired me in some way. __How will you Pass the Mic to the next generation of women in music? What advice do you have for a young trans woman trying to make it in the world of audio?__ Invest in your craft. Time and energy. Also learn how to cook better. I can’t explain how it’s helped me with production, but weirdly enough it has. Maybe it has to do with self discipline and handling mistakes, or maybe it has to do with the fact I’m actually eating vegetables now instead of just fast food. Plus, not eating as much takeout has helped me save money—I can invest in plugins and gear now! It’s great! Stay tuned for other artist features, and listen to Left at London’s [music on Pandora here](https://www.pandora.com/artist/left-at-london/ARZqPh4P3jr4Jwc). For more transgender support and stories, explore the resources provided by [GLAAD](https://www.glaad.org/transgender/resources), [PFLAG](https://pflag.org/search?keys=transgender&type=resource), or [HRC](https://www.hrc.org/explore/topic/transgender).
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#1 Addressable Audience in Digital Audio
Did you know that Pandora and SoundCloud’s combined audience is now the largest digital audio advertising marketplace in the U.S? Our partnership reaches a staggering 119 million listeners—a 25% increase in reach and 91% of which are unduplicated.1 This means that advertisers are able to purchase SoundCloud’s U.S. ad inventory directly through Pandora, leveraging a powerful logged-in user base, proprietary targeting and data capabilities, and most importantly, have access to the largest ad-supported audience through direct sold and programmatic buying channels. The partnership opens up a world of possibilities for brands looking to get their products and services in front of engaged listeners—whether nationwide, or to a local audience. Audience size is a key consideration when evaluating where to place media buys, but what numbers should you pay attention to most? Read on for more about addressability, and why it matters. ## Total Audience vs. Addressable Audience __Which Should Marketers Pay Attention To?__ Audience size is a key consideration when placing media buys, but what numbers should you pay attention to the most? The foundation of all marketing success starts with knowing who you want to target your marketing and advertising to. Bonus points if you can identify not only who they are, using traditional demographic information, but also what their interests are, where they spend their time, and ultimately what your brand can offer them that competitors can't. However, interpreting audience metrics can be tricky. Without the right context, numbers can easily be misinterpreted or appear inflated. That’s why it’s essential for marketers to understand the difference between addressable and non-addressable audiences, as well as how to differentiate between the two when looking at industry reports. __What’s the Difference?__ The total audience number is exactly what it sounds like: the number of users or subscribers that a company has regardless of if they pay for a subscription or not. For example, Pandora and SoundCloud have 119 million combined total monthly unique visitors across all tiers.1 An addressable audience, however, is a subset of the number of total users that advertisers can reach with their marketing campaigns. To continue with our own audience example, 90% of our audience is “addressable”2—which is the percentage of listeners that use the free, ad-supported version of Pandora. Listeners who pay for Pandora Plus, Pandora Premium, or SoundCloud Pro would not qualify as “addressable” because they are not eligible to receive ads. In Spotify’s latest Financial Disclosures, they revealed they have 271 million monthly active users globally,3 but that number includes both addressable and non-addressable listeners, inside and outside of the United States.  The difference between 271 million total global users and 38 million addressable users in North America is significant to any advertiser, it’s no wonder that there's confusion. This is why marketers need to do the extra research, and ask for the breakout of addressable vs. non-addressable audience data before committing to any media buys. ## Using 3rd-Party Research to Compare Addressable Audience Size Third-party research is particularly helpful in demonstrating not only the overall audience numbers for publishers, but also the amount of time users spend with any particular publisher. According to recent Comscore reporting, Pandora and SoundCloud’s combined audience reaches 75% more total Mobile App visitors4. Pandora and SoundCloud also reaches 30% more adults aged 25-54 than Spotify.1 Neither of these cases even take addressability into account. Imagine the scale difference in these scenarios if 10% pay for Pandora while 50% pay for Spotify.  Another important factor to consider whenever looking at where to place your media buys is the amount of time spent with that publisher. For example, Edison Research’s latest Share of Ear study reveals that there is 87% more ad-supported time spent listening on Pandora than Spotify.5  ## 3 Steps to Connect with the Right Audience The more you know about a publisher’s addressable audience, the smarter decisions you can make about where to spend your media dollars. 1. Examine *all* of the numbers: The headline doesn’t always tell the whole story. Dig into the numbers so you can intelligently compare your investment options side-by-side. 2. Ask for addressable audience metrics in your RFPs: Request that your campaign reach and frequency goals measure against accurate U.S. addressable numbers—not total audience size. 3. Get data from multiple sources: Cross-reference third party data sources around addressable audience numbers and pair that with time spent metrics in order to get a full view of who you will actually be able to target and what their overall behaviors are. Your Pandora sales representative can provide you with additional addressable data from Edison Research based on age, gender and ethnicity. [Just ask!](http://pandoraforbrands.com/advertise/) To understand how your brand can get in front of Pandora’s robust addressable audience, [get in touch with us here](http://pandoraforbrands.com/advertise/?source=Organic&leadattribute=BL-2016-08-1047-Standard). --- Sources: 1.Comscore Media Metrix, December 2019 P13+ (Comscore reports total audience only) 2.Pandora Internal Metrics, Q4-19 10% paid audience 3.Spotify Internal Metrics, Q4-19 50% Premium Subscribers in North America 4.Comscore Mobile Metrix, Key Measures, December 2019 P13+, Mobile App only, Pandora Audience Exchange 5.Edison Research Share of Ear study, Q4 2019 [Link to Spotify financials](https://s22.q4cdn.com/540910603/files/doc_financials/2019/q4/Shareholder-Letter-Q4-2019.pdf) [Link to Pandora financials](http://siriusxm2019cr.q4web.com/investor-overview/press-releases/press-release-details/2020/SiriusXM-Reports-Fourth-Quarter-and-Full-Year-2019-Results/)
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Artist Feature: Left at London
[Left at London](https://www.pandora.com/artist/left-at-london/ARZqPh4P3jr4Jwc) is a singer-songwriter and comedian known for her albums such as [Transgender Street Legend Vol. 1](https://www.pandora.com/artist/left-at-london/transgender-street-legend-vol-1-explicit/AL55qlZ6zdvrvZK) and viral video hits including “How to make a Tyler, the Creator song.” Pandora caught up with the Seattle-based musician ahead of International Transgender Day of Visibility to talk everything from music inspiration to eating more vegetables, and of course, [passing the mic](https://www.pandoraforbrands.com/pass-the-mic). __Tell us about yourself—how did you get started in music?__ I genuinely think I started music because of a need to be liked and have a hobby as a child. It wasn’t the first thing I tried to do—I actually tried to be an actor for several years of my youth, and music was just the thing that stuck. Over time, I’m now in a place where music has saved my life so many times that I have no qualms focusing on it as a career. __You got a lot of publicity for your videos on “How to make a Frank Ocean/Tyler, the Creator/etc. song,” your “I do that” Vine, and others—some say you’ve perfected the art of going viral. How does the internet and this virality play a role in your music creation?__ None whatsoever. I tend to find that my internet virality and music only overlaps in terms of advertising each other. People have found my internet content because they were interested in the music, and people have found my music because they were interested in my internet content. But there’s no real “creative overlap.” There is something to be said about the common thread of some semblance of palatability that I try to acquire in all of my content. I definitely feel like I hold myself back trying to be appealing to others, and I don’t succeed all the time in doing so. I think that’s why one of my favorite songs of mine is [STAAR](https://www.pandora.com/artist/left-at-london/the-purple-heart/staar/TRj7phdfPXr7nmX), just because it’s a bit of a strange song, for my discography at least. It’s a bit of an outlier, and while I create whatever I want to create, I also put the audience in mind when I do so. I don’t know if it’s holding me back or keeping me afloat. I guess we’ll see. __The music industry is very male-dominated in everything from record labels to songwriters. What is it like being a trans woman in this world?__ I feel constantly negatively judged. Even from my peers. Not by everyone, of course, otherwise I wouldn’t be talking to you about positive subject matters. I can only speak to my experience, and I feel like I’ve had it relatively good compared to most other trans women with a platform. I don’t know how it happened, but even with that feeling in consideration, I feel like I have been judged by a lot of people. I feel thankful that despite that feeling of being judged, I still have a good amount of people who actively enjoy my music. __You don’t shy away from topics like mental health, relationships, and what the current political world looks like for a queer person. What statements are most important to you to be making with your music?__ I often tend to write very autobiographically, and therapeutically. What you hear in my music is essentially an abridged version of what my therapist hears. Maybe I’m oversharing to the audience, but either way I’m both happy and horrified to know that I’m not alone in the feelings I’ve felt. __While your music follows topics that can be dark, you are also known online as a comedian. How do you balance the two? How do they play off each other?__ I honestly feel like some sort of edgy reboot of Hannah Montana. They barely play off each other for my life. I still have people telling me they just realized that person who made Transgender Street Legend Vol. 1 was the same person who made “that video about _______.” My name is the same on most of my social media, but even then people still don’t make the connection sometimes. __You’ve talked a lot about living your life online—how does that help your music? Do you ever have to step away?__ It helps my music, but it absolutely hinders my ability to grow as a person. Any form of fame can and will stunt your emotional growth if you let it. I go to therapy and advocate for my own mental health as much as I can, but honestly I still slip into old bad habits sometimes. Working on yourself is a never-ending process. __You just launched a new album and went on tour. What’s next?__ The quarantine has me cooking up new music faster than I’ve churned it out in a while! So something will come of that...probably. __Do you have any female mentors/inspirations either now or as you were starting out in your career?__ I’m really thankful for Wendy Carlos, Kimbra, and Missy Elliott, all of whom have inspired me in some way. __How will you Pass the Mic to the next generation of women in music? What advice do you have for a young trans woman trying to make it in the world of audio?__ Invest in your craft. Time and energy. Also learn how to cook better. I can’t explain how it’s helped me with production, but weirdly enough it has. Maybe it has to do with self discipline and handling mistakes, or maybe it has to do with the fact I’m actually eating vegetables now instead of just fast food. Plus, not eating as much takeout has helped me save money—I can invest in plugins and gear now! It’s great! Stay tuned for other artist features, and listen to Left at London’s [music on Pandora here](https://www.pandora.com/artist/left-at-london/ARZqPh4P3jr4Jwc). For more transgender support and stories, explore the resources provided by [GLAAD](https://www.glaad.org/transgender/resources), [PFLAG](https://pflag.org/search?keys=transgender&type=resource), or [HRC](https://www.hrc.org/explore/topic/transgender).
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Hyper-personalize your audio messages by leveraging rich listener data in real time. Intelligent ad technology optimizes various triggers such as location, weather, and time of day to serve the right message to the right listener at the right time. This custom audio execution allows your creative to scale to hundreds, thousands, and even millions of variations.
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Pandora’s Local 20 for 2020: Unique Local Insights for Your Unique Local Audience
Our insights go beyond standard demographics and paint an intimate portrait of a market and it’s listeners. Since no two markets are the same, understanding the contextual affinities and nuances of each is key to connecting with listeners in a mindset that matters.
- Pandora Internal Metrics Dec. 2019
- Simmons Research, Local Market Studies, Spring 2019
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The 2019 Rewind: A Playlist of Our Favorite Audio Ads
2019 gave us some top hits in the music world: Lizzo’s breakthrough album, the Jonas Brothers’ return, Beyonce’s iconic Homecoming documentary, and Taylor Swift’s Artist of the Decade win. At Pandora, 2019 gave us opportunities to create an even more customized experience for you. We launched our Mood Score, introduced our in-house creative consultancy Studio Resonate, and joined forces with SiriusXM to become the world’s largest audio entertainment company, just to name a few.
And it’s not just the music that’s becoming more personalized—our advertising campaigns this year saw some of the most innovative, creative ways to tell a brand story and engage listeners. Here’s our playback for marketers of the year on Pandora. Take a look and listen, and get ready to be inspired to make 2020 the best year yet.
Are you a Madeline?Big Little Lies Builds Playlists for Each Character
Are you a Madeline, Celeste, or Jane? Studio Resonate created the “Big Little Lies” campaign to deliver a full sonic experience around the show. Listeners took a personality quiz that told them which character they were most like, then drove them to a station representing that character’s musical tastes. The show’s music was the most-searched thing about it on Google, and creating an audio campaign for the launch of season two was ideal for capturing the audience’s attention through the essence of what they loved about the show. This campaign not only drove awareness, but encouraged interaction through characters the audience already knew and loved.
Listeners Dive into the Bird Box Worldwith 3D Audio
Studio Resonate’s collaboration with Netflix dropped listeners into the suspenseful world of Bird Box, a Netflix Original film starring Sandra Bullock. The innovative 3D sound design immersed listeners in the gripping sonic landscape of the film, igniting their curiosity, and enticing them to watch the movie.
Fire, Ice, and Audio:Game of Thrones Takes Over Pandora
Game of Thrones took over pop culture—so why not have it take over Pandora? Studio Resonate created a Pandora logo that showcased the icy side of Westeros, cracking to reveal the trailer for the last season. The ad tapped into all the elements people love about GoT and set up the mystery of the final season, driving even more suspense with the trailer.
A Sonic Science Taste Test with Propel’s Flavor DJ
Propel tasked Pandora’s Studio Resonate with the creation of an experiential activation designed to “hack” our perception of flavor by using sound as well as taste. The result: a Sound Boost dome, where participants at Propel’s Co:Lab event in Santa Monica had the opportunity to become “Flavor DJs.” Using a customized app created specifically for the event, attendees could blend two soundscapes, designed and tested by the Studio Resonate team to enhance the flavor perception of either the electrolytes or the fruit in Propel’s new blended fruit line of electrolyte enhanced water. The event encouraged listeners to visit Propel’s workout stations, get healthy, and discover the science behind how our senses work together, creating a unique moment of wonder and excitement for earbuds and taste buds alike.
Talk Back with Samantha Bee on Full Frontal
Voiced by Samantha Bee herself, this ad was one of the first voice ad tests that prompted listeners to talk back to the ad. Studio Resonate collaborated with the comedy writers of “Full Frontal” to encourage listeners to have a 2020 voting plan. The ad is an excellent example of using humor to entice a listener to engage with an ad, and shows how Studio Resonate’s work is on the cutting edge of digital innovation.
What Would You Do for a Customized Jingle? Klondike Personalizes to Listeners’ Tastes
Most of us can sing the “What would you do for a Klondike bar” riff, but Unilever wanted to give the familiar jingle a refresh. Studio Resonate created music spots that added a twist, serving the customized WWYD jingles that were targeted to the genre a Pandora listener had on, whether it was pop, country, rap, or comedy. The campaign took a signature from the brand and made it a part of what listeners were already enjoying on their stations, prompting them to be more receptive to ads that feel tailored to their interests.
Baby Dove is Here to Help New Parentswith the 3AM Club
Baby Dove launched their new product line by partnering with Pandora to create The 3AM Club, an artist-hosted station designed for parents to find what they need the most, from helpful tips to a good song. This campaign went beyond just advertising, offering real support to parents in every moment of this transformative chapter of their lives. Having an emotional connection to a brand creates strong brand loyalty, and by tapping into what parents really need, Pandora helped Baby Dove make that connection with their audience.
Dunkin’ Wants You To Try Its Coffee—All You Have to Do is Say Yes
Studio Resonate created an exclusive, connected home ad for Dunkin’ to let users try samples of their new Shot in the Dark coffee drink. Starting out by introducing the product, the ad prompted listeners to ask their voice assistants to send them a sample directly, encouraging interaction and offering a tasty incentive to talk back. This ad made it easy for Dunkin’ to track engagement and allow listeners to get a free sample, making them loyal fans once they got a taste of the delicious product.
Creating Local Business Brand Awarenesswith Park Mobile DC
Park Mobile DC faced the challenges of being a local advertiser trying to establish their brand, stay top-of-mind, and build understanding around their services. In this scenario, the wins were clear and simple: they cut right to the chase, stated their brand name upfront, then followed up with a clear call-to-action for the listener. They also demonstrated their local expertise and relevance by calling out local landmarks in D.C. to let listeners know they are part of the community.
Inspired, excited, and ready to create your own innovative ad? We’re ready to brainstorm the next big ad campaign with you. Contact our team here to start the conversation.
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Pandora LIVE: Jonas Brothers
Pandora
LIVE: Jonas Brothers
This year, to the excitement of fans everywhere, Kevin, Nick, and Joe Jonas have returned to music – and the stage. Between performances on their epic comeback and Happiness Begins arena world tour, the talented trio of brothers performed an exclusive concert at Pandora LIVE. The show drew massive crowds of Jonas Brothers devotees and Sirius XM Pandora listeners. Fans started lining up around six blocks at 3 AM, having made the trek to the iconic Webster Hall in New York from places as far as London, Chile and Singapore. Attendees were eager to enjoy the once-in-a-lifetime performance from the brothers, check out emerging singer and event opener Ava Max, and experience the multi-level interactive event featuring unique experiences and giveaways. The night of upbeat tunes and unforgettable memories was enhanced by lively activations by sponsors. Here’s how they made impressions on audience members: Fans were entertained from the first moment they arrived: __Discover__ rolled out an “orange carpet,” to welcome fans to the event, and gifted them with branded Discover glow sticks and fanny packs. While fans were waiting in line, local singer Scott Martin performed covers of popular songs, getting everyone hyped for the concert. Once fans entered the venue, they snapped pictures on the Discover branded step-and-repeat and shared their photos with their social followers. A returning sponsor, __Spectrum__ created another lasting impression on fans: a hat painting station, and black light gif photo booth. Fans selected from paint options to marble Spectrum branded hats, and then took photos with multiple props to commemorate their experience. To promote their #NatureReset promotion, __St. Ives__ gave fans a “boost of happy” with their nature-like setting and new line of mood boosting Face Mists. The misting lounge was filled with lush greenery and fruit infused water, allowing fans to relax and recharge. Fans took photos throughout the instagrammable space to share on their social media pages and sampled the Face Mists. To relaunch their timeless jingle, “What would you do for a Klondike bar?” to the Millennial generation, __Klondike__ hosted a special photo booth with fun backdrop visuals that incorporated their iconic polar bear. After their photo shoot, fans posted their pictures to their social media pages. Social influencer Denzel Dion, was on the scene to provide his 2M social followers with a behind-the-scenes look into Klondike’s activation. And the cherry on top? Free ice cream samples were distributed to all guests! __Hinge__ hooked fans up with an exclusive front row view of the show. Select fans who shared the dating app’s tagline – #designedtobedeleted – on their social pages were ushered into a premiere section near the stage to watch the Jonas Brothers up close and personal. These fans were also able to charge their phones at Hinge branded charging stations, so they could post about the event all night long! The beauty and wellness offerings were continued by __Pantene__. The brand passed out holographic makeup bags and samples of Pantene Intense Rescue Shots. Fans received cool keepsakes to use in the future and inspire their continued use of Pantene products. Much to the delight of the audience, the Jonas Brothers performed crowd favorites like “Love Bug” and “Year 3000,” as well as remixed versions of their solo projects, and new hits like “Sucker.” Fans left their night with multiple memories, souvenirs, and several songs stuck in their heads. Find out how you can get involved with these experiential offerings for your brand [here](https://www.pandoraforbrands.com/solution/experiential-sizzle)! 
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*Comscore Media Metrix, September 2019, Total Audience (P13+ on mobile)