SiriusXM Creates First-Ever Pandora Content Team to Produce Podcasts, Playlists & More

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SiriusXM chief content officer Scott Greenstein heads up the new initiative.

In SiriusXM's latest update to Pandora since acquiring the digital streamer last month, the satellite radio giant on Wednesday (March 6) announced the first-ever dedicated original content team at Pandora Media.

Led by SiriusXM’s chief content officer Scott Greenstein, the new initiative will create original music, sports and talk content for Pandora listeners. That will come in the form of full-time channels and shows, podcasts, playlists, spoken-word pieces married with music, events and live performances and even interactive channels.

The idea, Greenstein tells Billboard, is to take advantage of both platforms' strengths, increase listening hours and create "buzz" around Pandora. SiriusXM finalized its $3.5 billion purchase of Pandora in early February. 

"We now have two great platforms to work with, and to offer that to artists and content creators," Greenstein says. "Because we have dedicated teams at both Pandora and SiriusXM that are experts in programming, and now the Pandora audience and experience, it allows us to take programming elements that make SiriusXM great and make them available to the Pandora audience."

The content team includes Pandora's vp of content and programming Alex White, vp of label relations Jeff Zuchowski, vp of editorial content Bill Crandall and head of podcasts and entertainment content partnerships Lindsay Bowen. In addition to overseeing Pandora's content team, Greenstein will continue to lead all of SiriusXM’s programming.

Greenstein adds that a number of SiriusXM hosts have shows that could work as Pandora podcasts, like comedian Ricky Gervais and talk show personality Jenny McCarthy. "We are still two brands and support both fully," he says. "But there is so much that can be done by sharing and making available content that before the acquisition was unavailable to both platforms." As such, Pandora will produce podcasts using the best material from more than 20 SiriusXM shows, while joint content deals with musicians could include everything from a show or channel on SiriusXM to a playlist or interactive channel on Pandora.

"We can now approach content providers and artists with a much larger, multi-faceted platform," Greenstein adds.

The new content team comes on the heels of Pandora's launch last week of its new artist marketing tool Pandora Stories. Touted as a way to fuse the benefits of playlists and podcasts, the feature allows creators on the platform to intersperse voice tracks between songs on a playlist.

Pandora isn't the only streamer digging its heels deeper into the podcasting realm. Last month, Spotify unveiled plans to acquire podcast firms Gimlet Media and Anchor, tapping television executive Liz Gateley to lead the push.