Pandora Music (P) is looking to change the tune of its falling stock price.
To no avail on Monday, the Internet radio company unveiled an upgraded, enhanced version of its so-called Artist Marketing Platform, a tool which allows listeners to follow an artist's promotional and touring engagements while providing metrics and even suggestions for improvements. Padora first launched such a musician-friendly platform in 2014, handing artists data about listener engagement.
But Pandora's continued efforts to make-nice with the music industry, failed to warm investors unsure of its longer-range business plan.
Pandora was losing 3.6% to $12.37 on Monday after Bank of America/Merrill Lynch downgraded the shares on media analyst Nat Schindler's doubts that the company can reach its own five-year subscriber and revenue forecasts. Bank of America downgraded Pandora shares to underperform from neutral, and lowered its 12 month price target to $9 from $14.
Indeed, Pandora has struggled of late in an increasingly crowded music streaming business. Shares have fallen nearly 7% since Amazon announced its new and heavily discounted streaming service on October 13. In fact, Pandora's stock has lost almost 38% over the past year.
"Our mission has always been to offer every artist the opportunity to find their audience on Pandora - a fan base of more than 78 million of the most engaged listeners in streaming music today," Sara Clemens, chief operating officer and head of Pandora's Music Maker Group, said in a statement. "AMP eliminates guesswork, helps break new artists, surfaces new music from established artists and creates new revenue streams."
For much of its history, Pandora clashed with music labels and artists over streaming rights and fees. In a breakthrough that portends a vastly improved relationship, Pandora last month announced that it had signed a series of licensing agreements with Sony Music and Universal Music Group and Warner Music as well as the Merlin Network, which represents some 20,000 independents, to create an on-demand service to rival Spotify and Apple (AAPL - Get Report) Music.
Listeners, and investors, are still awaiting the launch of Pandora's anticipated on-demand streaming service, which is expected to launch by year's end. Newly re-installed CEO Tim Westergren has set high expectations for the service, proclaiming that Pandora can reach a $1.3 billion valuation by 2020 provided that at least 10% of the 78 million users who listen to its free ad-supported platform can be transitioned to an on-demand service at $10 per month.
Pandora didn't return a request for comment.