When Pandora acquired Ticketfly, we saw an opportunity to build something the industry had never done: connect streaming listeners directly to live concert experiences at scale. I built the Industry Marketing function that bridged listening data with ticketing — driving 16 million ticket sales and promoting over 90,000 concerts.
Pandora had the largest audience in digital music with deep listening behavior data. Ticketfly was a fast-growing ticketing platform for independent venues and promoters. But the two businesses operated independently, with no connection between a listener's streaming habits and their concert-going behavior.
Build the bridge between streaming and live music — creating a new revenue stream by connecting Pandora listeners directly to concerts and ticket purchases at scale.
We built an entirely new function — Industry Marketing — that connected Pandora's listening intelligence to the live music ecosystem. The strategy linked behavioral data to concert promotion, enabling listeners to discover and purchase tickets to shows from artists they already loved.
A new function built from scratch that transformed how the music industry connected with fans.
The Pandora-Ticketfly integration proved that streaming platforms could drive real-world outcomes at scale. By building the bridge between listening behavior and concert attendance, we created a new revenue stream for Pandora while giving artists, labels, and promoters a powerful new marketing channel.
The Industry Marketing function established Pandora as more than a place to listen — it became an essential partner in the broader music ecosystem, connecting fans to the live experiences they craved.
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