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TheStreet Open House

I Can't Find Pandora's Name Anywhere in Hollywood

As I noted in Tuesday's article, it's time to strike while the iron is hot. Pandora has the scale. It has the ability to target based on location and listening preferences. It needs to build goodwill with the artist community as it attempts to secure an equitable royalty structure. It's in Pandora's DNA to support local music to the greatest extent it possibly can. It has nothing to lose and everything to gain by going all-in before somebody else does.

At this stage, nobody, not Google (GOOG) and not even Apple (AAPL), can make a mark on the Hollywood (and Austin and Nashville and New York music scenes) like Pandora can. But the longer Pandora waits, the more ground it gives up to large players and upstart Internet radio outlets ranging from Spotify to the aggressive and growing Slacker.


It would take one call to a big name artist such as Eddie Vedder (or somebody like him) to create a Pandora-sponsored indie music series in the clubs of Hollywood. These guys absolutely love ditching the entrenched establishment of the concert industry's promotional machine (e.g., Clear Channel, Live Nation (LYV)) whenever they have the chance. To that end, why isn't Pandora on the phone with Another Planet? Another Planet operates right in Pandora's backyard, the San Francisco Bay Area.

Or why doesn't Pandora consider launching it's own concert promotion group?

Granted, I'm scribbling on the back of an envelope, but I'm introducing an important strategic step Pandora needs to take. One that requires minimal investment and can generate both quantitative and qualitative impact.

While I understand that Pandora succeeds, in large part, because it is so focused, building a stronger bond with an already loyal audience as well as aspiring, emerging and established musicians does nothing but sharpen that focus.

-- Written by Rocco Pendola in Santa Monica, Calif.

Rocco Pendola is TheStreet's Director of Social Media. Pendola's daily contributions to TheStreet frequently appear on CNBC and at various top online properties, such as Forbes.
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