How Pandora Mined Data to Create Lexus-Backed Concert Series

Finding crowd-pleasers for Southern California millennial audience

Pandora wants to guarantee that marketers will have a die-hard audience at its branded concerts—and it's leveraging its user data to back that promise.

The streaming music radio service is partnering with Lexus for a free, four-date southern California concert series, each of which will feature a single act, including Nico & Vinz, Magic! and Kongos. Each show also will showcase the Lexus F Sport, the luxury automaker's millennial-targeted vehicle. The first concert, with Magic! in Camarillo, Calif.,

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