Pandora Is Building Branded Radio Stations That Offer On-Demand Listening

Propel runs a fitness-themed campaign

After unveiling a three-tiered business model in December to compete in music streaming, Pandora is now incorporating parts of its subscription-based Pandora Premium service into advertising units.

Gatorade-owned Propel is launching a campaign today that offers users who listen to fitness-themed stations the chance to listen to a handful of songs on-demand.

Propel worked with fitness influencers to create three branded radio stations. Fitness and wellness coach Gideon Akande created a hip-hop and rap station, Nicole Winhoffer curated a pop and hip-hop station that focuses on cardio workouts and Vanessa Packer picked indie and electronic music for her station.

“It’s the first time that we’ve ever used fitness influencers to actually curate the sounds of these stations,” said Susan Panico, svp of strategic solutions at Pandora. Panico

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in