Pandora co-founder Tim Westergren announced a new feature on Wednesday that will give artists the ability to speak directly to fans on the streaming radio service. Called "Artist Messaging," artists will be able to record short announcements (much like artist accounts on Snapchat) about things like tour dates, new music or crowd-funding efforts, and then submit them to run on playlists based on their music.
Speaking with Re/code's Walt Mossberg at the Code/Media conference, Westergren explained that artists can use Pandora's artist management platform (AMP) to create data-driven announcements that can then be geo-targeted. "You're in a band and you decide to stop in Portland tomorrow night to play an impromptu show," he hypothesized. "Pull out your smartphone, log into your Pandora AMP account, zoom into Portland and check out your audience there. And then record a 15-second audio sample that says… we're playing in Portland, we hope to see you there."