1_Pandora+Case-Creating+Value - Pandora Case Study:...

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Pandora Case Study: Creating Value Joe Kennedy is CEO and President of Pandora, the Internet radio company that more than 65 million people use to create personalized radio stations that they can listen to from their computers, phones, TVs, and cars. Just type the name of one of your favorite songs or artists into Pandora and it will instantly generate a station with music pulled from its collection of more than 800,000 songs. How does Pandora customize stations to each individual listener? It all has to do with the Music Genome Project. Pandora describes it as the most comprehensive analysis of music ever undertaken. Over the last decade the MGP’s team of musician-analysts has classified each song based on up to 400 distinct musical characteristics. It takes an analyst 20-30 minutes to analyze a song and record the details that define it such as melody, harmony, instrumentation, rhythm, vocals, and lyrics. Artists receive royalties from Pandora every time one of their songs is played on a station. Pandora was founded in January 2000 by Tim Westergren, a pianist who played in rock and
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This note was uploaded on 01/17/2012 for the course JOMC 475 taught by Professor Heidihennink-kaminski during the Spring '11 term at UNC.

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1_Pandora+Case-Creating+Value - Pandora Case Study:...

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