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Bridging Streaming and
Ticket Sales at Scale

Built the Industry Marketing function that connected Pandora's listening data to Ticketfly's ticketing platform — driving 16 million ticket sales and promoting over 90,000 concerts.

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0M
Tickets Sold
0K+
Concerts Promoted
1st
Streaming-to-Ticketing Integration
New
Industry Marketing Function
The Challenge

Streaming and Live Music in Separate Worlds

1 No bridge between listening data and live events. Rich behavioral data on what listeners loved, but no mechanism to connect that insight to concert discovery or ticket purchasing.
2 The music industry needed proof of real-world value. Artists, labels, and promoters needed to see that Pandora could drive outcomes beyond streams to invest as marketing partners.
3 No Industry Marketing function existed. No dedicated team or strategy for working with the music industry as marketing partners — the function needed to be built from scratch.
4 Scale required automation, not one-off campaigns. With 90,000+ concerts per year, the integration needed behavioral targeting and programmatic promotion at massive scale.
The Mandate
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.
The Approach

Listening Data Becomes Concert Discovery.

The work started with one insight: listening behavior is the most powerful signal for predicting concert attendance. That connected two separate businesses into one engine.

01
Industry Marketing from Scratch
Created the Industry Marketing function at Pandora — establishing the strategy, team, and partnerships to position Pandora as an essential marketing partner for artists, labels, and promoters.
Go-to-Market Strategy →
02
Behavioral Targeting at Scale
Built targeting systems using Pandora's listening data — artist preferences, genre affinities, listening patterns — to match listeners with relevant concerts in their area.
Growth & Lifecycle Marketing →
03
Integrated Ticketing Experience
Embedded ticket purchasing directly into the Pandora experience — transforming the streaming platform from a passive listening tool into an active concert discovery engine.
Integrated Marketing →
04
Artist & Label Partnerships
Built co-marketing programs with major labels, independent artists, and live promoters — using Pandora's platform to drive real-world ticket sales and artist revenue.
Content & Creator Marketing →
The Results

The Numbers Tell the Story

0M
Tickets Sold
16 million tickets sold through the integrated Pandora-Ticketfly experience, proving that streaming data could drive real-world concert attendance at massive scale.
0K+
Concerts Promoted
Over 90,000 concerts promoted through behavioral targeting — matching listeners with live shows based on actual listening preferences and geographic proximity.
1st
Streaming-to-Ticketing Integration
Built the first scalable integration between a streaming platform's listening intelligence and a ticketing platform's purchase infrastructure — creating a new category.
New
Industry Marketing Function
Built the Industry Marketing function from zero — team, strategy, partnerships, and programs — positioning Pandora as essential to the live music marketing ecosystem.
The Impact

From Strategy to Playbook

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The Pandora-Ticketfly integration proved that streaming platforms could drive real-world outcomes at scale. By connecting listening behavior to concert attendance, we created a new revenue stream for Pandora and established the platform as more than a place to listen — an essential partner in the broader music ecosystem.

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