Hide your kids, hide your work wife. If you haven’t already heard from that person in your life yet … it’s Leo season. To commemorate the season of one of the more expressive of the astrological signs, Pandora and Astrology.com partnered to pair songs from artists who are Leos with some of their songs that showcase their so-called “bold self-expression.”
The Leo playlists go live today, and the other signs’ playlists will be rolled out at the beginning of their respective seasons.
Included in the Leo playlist are bops ranging from Mick Jagger’s “Beast of Burden” to Shawn Mendes’ “If I Can’t Have You” to Demi Lovato’s “Sorry Not Sorry” and Kacey Musgraves’ “Rainbow.”
“Love- and romance-obsessed, it’s no surprise for Leos to intensely wear their hearts on their sleeve, like in Demi Lovato’s ‘Sorry Not Sorry,’ a vengeful shout out to an ex in which she’s ‘Feeling inspired ’cause the tables have turned,'” said Astrology.com’s senior astrologer, Narayana Montúfar, who analyzed the songs.
The new partnership is teased with a custom celestial sign that has been rolled out across channels. Zodiac signs are something people have “varying degrees of attachment” to ranging from “complete obsession” to “casually associating” and this partnership felt like a good way to attract new listeners to the streaming service, said Alex White, vp, content and programming at Pandora.
“It felt like a great fit as a music platform to bring ourselves into that conversation and offer up a fun playlist compiling different artists,” said Jennifer Cacace, director of social media at Pandora.
Pandora says it reaches 60 million monthly users in the U.S. The partnership has been in the works for over a year.
“[Pandora] was the first to do it and the best to do it. I really respect that, and they have tremendous reach. It was a really good match,” said Josh Jaffe, GM, Horoscope.com Inc.