AMP is celebrating its fifth anniversary today.
Pandora is marking the five-year anniversary of its Artist Marketing Platform (AMP), celebrating with a few key moments in the service’s evolution -- while reporting a hefty usage increase over the past year.
"We take great pride in empowering creators to grow their careers so it’s been amazing to see the engagement of AMP by the entire creator community,” reads a blog post on Pandora's website Wednesday (Oct. 22). “In the last 12 months alone, we’ve seen 688% YOY [year-over-year] increase of AMP usage by creators engaging with the platform."
Launched in 2014, AMP is a free, self-serve suite of marketing tools for artists that allows them to directly submit their music or podcasts to Pandora (Independent Artist Submission and Pandora for Podcasters), communicate directly with fans (Artist Audio Messages), expand the reach of their music (Featured Tracks) and curate unique mixes of musical tracks and podcast-style exclusive content (Pandora Stories). In addition, artists are given access to data insights such as streams, station adds and monthly listeners directly through AMP, while more enhanced analytics are available through the streaming service’s Next Big Sound.