Pandora Launching New Premium Service This Week

Pandora is rolling out its Pandora Premium on-demand streaming tier this week. Invitations for a free trial of the new premium tier will go out to select listeners March 15, and an upgrade option will be available to all listeners in the coming weeks.

The premium option for $9.99 a month offers fans Pandora’s personalized radio with the ability to search and play any track or album as well as a unique set of playlist features tailored to each person’s distinct preferences. Playlists can be easily curated through the power of Pandora’s Music Genome Project and a “thumbs up” option, and a browse section is stocked with personalized suggestions from the latest releases. Existing Pandora Plus subscribers will enjoy six months of Premium for no additional charge but trial lengths for existing Pandora ad-supported listeners and new listeners vary. Premium is available now for iOS and Android, in the car via Apple CarPlay and Android Auto, and on Google Chromecast, and will be available on other platforms including the web in the coming months.

“Every day tens of millions of people trust us to choose the exact right song for them. That’s why they spend more time with Pandora than any other music service,” said Tim Westergren, founder and CEO of Pandora. “With Premium, we’re leveraging our immense trove of data and everything we’ve learned about personalization to offer a listening experience that sets a new standard for what a music service should be.”

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Lorie Hollabaugh

Hollabaugh, a staff writer at MusicRow magazine, has over 20 years of music business experience and has written for publications including American Profile, CMA Close Up, Nashville Arts And Entertainment, The Boot and Country Weekly. She has a Broadcast Journalism and Speech Communication degree from Texas Christian University, (go Horned Frogs), and welcomes your feedback or story ideas at lhollabaugh@musicrow.com.

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