Last week, Pandora announced a new project that gives listeners an in-depth, interactive look at how their favorite songs are categorized by the personalized radio streaming service. Pandora’s yearlong Inside the Music program spawned from a sponsorship from Intel and has been top-secret until now.
“For more than a decade, we have been capturing in great detail every aspect that gives a song its unique character, whether it’s the melody, harmony, rhythm, instrumentation, vocal performance or lyrics,” Pandora founder Tim Westergren said in a statement. “We’re pleased to partner with Intel to give people a unique opportunity to discover even more about the music and artists they love.”
Exploring the six musical genres of rock, R&B, electronic, rap, country and classical, Inside the Music shows Pandora listeners what goes into creating and updating the Music Genome Project, Pandora’s proprietary taxonomy of music DNA. The music analysts and professional musicians at Pandora categorize individual songs one by one, analyzing up to 450 musical attributes per track.
Inside the Music also serves to surface branded advertising for Intel but will only target listeners who are in the 18-24 age demographic. When a targeted listener thumbs-up a song, they will be shown an ad redirecting them to Inside the Music.
“We’re targeting a younger audience than we have in the past as we feel they tend to influence not only like-minded individuals, but also those outside their direct peer group,” Intel’s U.S. media director David Veneski said in the statement. “As the first brand to bring the Pandora Music Genome Project to life, we are creating a memorable music experience.”
Young listeners will learn about the Music Genome Project through educational audio featurettes, interactive pop-ups and demos of customized stations. Furthermore, the project will enable listeners to launch Pandora stations based on more precise song attributes like guitar effects, backbeats and vocal harmonies.