event

Pandora Presents: El Pulso

Last week we celebrated Latin music with the first ever Pandora Presents: El Pulso event in Los Angeles! More than 700 fans packed out the Academy Nightclub in Hollywood to see performances by local superstar headliner Becky G, supported by rising artist Farina. Our stars brought the house down with hit songs from the [Pandora El Pulso](https://www.pandora.com/station/play/3939772089452740639 "Pandora El Pulso") station, which played before they took the stage. The crowd was en fuego singing along to every word! ## An Immersive Experience From the moment guests arrived, they started lining up to engage in exciting, custom-built activations by sponsors. McDonald’s captured the night-to-remember for fans with an amazing 3D photo booth experience and granted front row VIP access to those who shared the photo on their social media channels. Nissan’s custom-built 2019 Altima vehicle display was lit—literally! Guests were able to fully immerse themselves in the new model through an in-car light-up activation and audio-triggered light-up wristbands. Fans were snapping photos left and right with their new branded TitleMax selfie lights throughout the evening. Our host, Marcos, Head of Latin Programming at Pandora, also gave one lucky guest a guitar signed by Becky G and Farina, courtesy of TitleMax. Pandora also joined in on the fun! Guests were greeted with delicious Pandora-branded churro ice-cream sundaes as they entered the venue. In addition, fans who added the El Pulso station to the Pandora playlist were given three-month trial Premium cards as they left. ## Sponsors Get Their Time to Shine Pandora’s experiential events may be headlined by music icons, but our superstar sponsors are just as integral to the experience. These one-of-a-kind concerts give sponsors the opportunity to make personal connections with passionate consumers, who get to see their favorite artists for free. Want to get involved? Find out more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3685 elPulso2018 event collage](//images.ctfassets.net/nh8g790vi8yy/2J5qzrMlzaikGW2y6k8W2c/f5c988771ad6d8ceb7e770efb22138d3/3685_elPulso2018_event_collage.png)

article

Home, Connected Home

Have you seen the great Simpsons episode where Grampa Simpson complains, “200 channels and nothing but cats”? If you’ve flipped through your TV guide lately, you know that this rings truer than ever. The endless channels cluttered with shows are causing Americans to cut cords, use DVRs, stream content and search for alternate forms of entertainment. Gaming, social media and audio are on the rise, heralding an on-demand world that begins in the home. It’s also evident that the definition of “home” is evolving: - __Home as an escape.__ We are beginning to view the home as a retreat from a kinetic, multi-tasking world. As a result, we eat more meals1, socialize2, and even educate ourselves3 at home more than before. - __Home as an office.__ The number of telecommuters has doubled in the last decade4, saving on car expenses and the stress of daily driving. - __Home for longer.__ As housing and education costs explode, young people are living with their parents for longer stretches.5 Because of this, in-home entertainment technology has blossomed; smart TVs and set-top boxes now rule, and our mobile devices are the “go-to” as we move about the home. ## Smart Speakers — The Soundtrack to Together Time The growth of the Connected Home was accelerated by the birth of the smart speaker. Unheard of just five years ago, 51 million Americans had access to a smart speaker at home at the start of 2018. Based on sales forecasts, we expect this number to balloon to 75 million before we celebrate New Year’s 2019.6 One of the major reasons we believe smart speakers have caught on so quickly is because they’re operated by the device we’ve been accustomed to using all our lives—our voices! Studies have shown that voice searches, for example, include twice as many words as typed searches.7 That’s because voice is the most natural and organic way for us to express a need. Megan Lazovick, VP of Edison Research, warns marketers, “Don’t underestimate the value of ‘hands free.’ I’ve done a number of in-home studies with smart speaker owners, and they say these devices just make life easier. They make it easier to multi-task, such as hearing about today’s weather while getting dressed or listening to music while doing chores. It doesn’t seem like those little things should be life-changing, but somehow all those little things add up to something big.” Smart speakers, with all their abilities to control home functions—from telling jokes to grocery list reminders—are now the proven “Swiss army knives” of home technology. But regardless of their endless list of capabilities, listening to music is the #1 activity performed on smart speakers.8 In addition, smart speakers are proving themselves to be more than just another device. Families tell us that smart speakers are changing the household dynamic and pulling them together in ways we haven’t seen before. Music, podcasts, the Jeopardy daily quiz or other cool content serve as the soundtrack for “together time” in the kitchen, living room or yard. ![3669 HouseConcept blogCallOut v4](//images.ctfassets.net/nh8g790vi8yy/6nXc2QV1eMk2kc8auukGuE/c414cbda199f727f7a2125df8ff6824f/3669_HouseConcept_blogCallOut_v4.jpg) [See full infographic here. ](http://bit.ly/2QCdvZc "Connected Home Infographic") ## Conclusion As our homes become more of a focal point in our lives, smart speakers and other smart devices are paving the way to increased audio usage. In-home usage now accounts for half of all daily audio consumption. We see amazing opportunities for advertisers and smart speakers: - You’re reaching an engaged audience who relies on personalized listening to power activities around their home. - Two-way voice capabilities open intriguing possibilities for marketers to engage with their customers beyond the nominal “click.” - As households acquire more devices, there is greater access to all family members (including combinations of family members at once) and more ways to reach them in different “moments” of their lives. How is your audio strategy leveraging the Power of Audio and the innovation of smart speakers? [View our full Connected Home infographic here](http://bit.ly/2QCdvZc), or [reach out to us today](https://www.pandoraforbrands.com/advertise?leadattribute=BL-2016-08-1047-Standard) to learn more about our Connected Home audience solution. --- Blog Sources 1[Foodnetwork.com](https://www.foodnetwork.com/fn-dish/news/2018/9/americans-are-cooking-more-meals-at-home--eating-out-less), September, 2018. 2[Mintel](http://www.mintel.com/press-centre/food-and-drink/the-stay-at-home-generation-28-of-younger-millennials-drink-at-home-because-it-takes-too-much-effort-to-go-out), June, 2018. 3[Inside Higher Ed](https://www.insidehighered.com/digital-learning/article/2018/01/05/new-us-data-show-continued-growth-college-students-studying), January 2018. 4[USNews](https://www.usnews.com/news/best-countries/articles/2018-02-16/telecommuting-is-growing-but-still-not-unanimously-embraced), February, 2018. 5[Quartz](https://qz.com/1248081/the-share-of-americans-age-25-29-living-with-parents-is-the-highest-in-75-years/), April, 2018. 6Pandora 2018 Definitive Guide to Audio 7[Neil Patel blog](https://neilpatel.com/blog/type-no-more-how-voice-search-is-going-to-impact-the-seo-landscape/) 8Smart Speakers: Enhancing Family Life / Edison Research and Omnicom Media Group Infographic Sources The Infinite Dial / Edison Research and Triton Digital Smart Speakers: Enhancing Family Life / Edison Research and Omnicom Media Group Pandora Internal Metrics, January 2018 \* Of those who own a smart speaker and live with family \** Of those who own a smart speaker and have children \*** Of those who listen to music on a smart speaker and live with family

article

Cracking the Commuter Code

Businesses everywhere are feeling the impact of disruptive trends—such as digital technologies, the “app” economy, or shifting demographics. However, two industries in particular are feeling it the most: media and personal transportation. 1. Consumers are rapidly replacing traditional media with digital from their mobile and connected devices. 2. The auto industry faces intense competition from ride-sharing alternatives, pressure to develop electrified and autonomous vehicles, and an overall decline in sales, especially among young people. One-third of all audio that Americans consume daily is done while in the car. 1 Once we heard this astounding stat, we couldn’t help but wonder how the above disruptive trends are affecting the way people use media on the road. ## The Study To get to the answers, Pandora collaborated with Omnicom Media Group and Edison Research for an intensive study of those Americans who spend more time in their vehicles than anybody: daily car commuters. According to the Census Bureau, 115 million Americans drive to work alone.2 Edison selected 1,100 respondents to represent those who spend at least 20 minutes in each direction of their commutes. A thousand of the respondents answered a detailed questionnaire about their in-car media habits, however, we all know actions speak louder than words. To supplement the questionnaire, 109 respondents agreed to install a GoPro camera pointed at the dashboard so that the driver’s interaction with the car’s media controls could be observed and analyzed by Edison Research. This kind of “ethnographic” study is valuable, in that it reflects what a consumer does, as opposed to what they say they do. ![experiment](//images.ctfassets.net/nh8g790vi8yy/4IE1CkLu5Wy22gMQSq4GSq/8976878e1072eb74b23a5f8063d6fdc8/experiment.png) ## The Findings In-car audio users fell into three distinct groupings, and over indexed in the following behaviors: - __RESTLESS:__ About a quarter of the heavy commuters were in this group. Drivers in this group are likely to jump from one AM/FM station to the next during their drives, and their thirst for digital media tech in their next cars outpaces the other groups. - __SEEKERS:__ Accounting for nearly half of heavy commuters, these drivers represent the core age group of employed people, have the longest commutes and listen to a variety of media in their cars. - __KEEPERS:__ This group includes an older generation and those with short commutes. As a result, their desire for an in-dash entertainment system is the lowest of the three groups. __There’s a lot of switching when listening to AM/FM radio.__ The Commuter Code study found that in-car AM/FM listeners frequently switched away from unwanted music or to avoid ads. Visual evidence from the GoPro study found that AM/FM listeners switched three times as often (202%) than when they were listening to any other source of audio in the car, such as streaming, podcasts, and satellite radio.1 __Drivers crave new technologies in their cars.__ Already, two-thirds of commuters have connected their mobile devices to the car system to listen to audio during their drives. Among one-year auto intenders, 71% said it is “important” that their next vehicle have an in-dash system for information and entertainment; this finding compares to the 58% who felt the same way in a similar study conducted in 2015.1 ## The Impact - As the media and vehicle industries continue to evolve with these rapidly changing demands, the Commuter Code study underscores the now and future consumer’s thirst for personalized, digital media in their cars. If they don’t have the built-in digital technology of a [Connected Car](https://www.pandoraforbrands.com/article/connected-car-trends-from-zero-to-60) now, they’ll use their mobile devices until they get an in-dash system in their next vehicle. - The high rate of switching while listening to AM/FM radio is a reflection of what happens when someone is listening to non-personalized content. While unwanted music is a primary reason for switching, so is avoiding ads. AM/FM pod placement and quick-engaging ad creative may become a crucial tactic for marketers. - Heavy commuters don’t always display the same media habits, but the majority of them place a high value on digital audio in the car. Younger drivers (age 18-34) switch constantly when all they have is AM/FM radio, and core commuters (aged 35-54) index high for streaming audio.1 In-car technology and behavioral changes are all pointing to one clear winner: digital streaming audio. Commute time is the perfect opportunity for you to reach your target audience when they’re engaged and ready to hear your message. Make the most of this one-on-one time with drivers by partnering with the #1 streaming brand in the car, Pandora. Want to learn more? [Reach out to us today](https://www.pandoraforbrands.com/advertise?leadattribute=BL-2016-08-1047-Standard) and check back early next year with additional findings from the Commuter Code study. --- 1 The Commuter Code, Edison Research, Omnicom Media Group, Pandora, 2018 2 U.S. Census Bureau, American Community Survey, 2017

Your Audience is Listening

Connect with an engaged network of over 92M* listeners through their love of music.

event

Pandora Presents: El Pulso

Last week we celebrated Latin music with the first ever Pandora Presents: El Pulso event in Los Angeles! More than 700 fans packed out the Academy Nightclub in Hollywood to see performances by local superstar headliner Becky G, supported by rising artist Farina. Our stars brought the house down with hit songs from the [Pandora El Pulso](https://www.pandora.com/station/play/3939772089452740639 "Pandora El Pulso") station, which played before they took the stage. The crowd was en fuego singing along to every word! ## An Immersive Experience From the moment guests arrived, they started lining up to engage in exciting, custom-built activations by sponsors. McDonald’s captured the night-to-remember for fans with an amazing 3D photo booth experience and granted front row VIP access to those who shared the photo on their social media channels. Nissan’s custom-built 2019 Altima vehicle display was lit—literally! Guests were able to fully immerse themselves in the new model through an in-car light-up activation and audio-triggered light-up wristbands. Fans were snapping photos left and right with their new branded TitleMax selfie lights throughout the evening. Our host, Marcos, Head of Latin Programming at Pandora, also gave one lucky guest a guitar signed by Becky G and Farina, courtesy of TitleMax. Pandora also joined in on the fun! Guests were greeted with delicious Pandora-branded churro ice-cream sundaes as they entered the venue. In addition, fans who added the El Pulso station to the Pandora playlist were given three-month trial Premium cards as they left. ## Sponsors Get Their Time to Shine Pandora’s experiential events may be headlined by music icons, but our superstar sponsors are just as integral to the experience. These one-of-a-kind concerts give sponsors the opportunity to make personal connections with passionate consumers, who get to see their favorite artists for free. Want to get involved? Find out more about our experiential event offerings [here](https://www.pandoraforbrands.com/solution/experiential-sizzle). ![3685 elPulso2018 event collage](//images.ctfassets.net/nh8g790vi8yy/2J5qzrMlzaikGW2y6k8W2c/f5c988771ad6d8ceb7e770efb22138d3/3685_elPulso2018_event_collage.png)

article

Home, Connected Home

Have you seen the great Simpsons episode where Grampa Simpson complains, “200 channels and nothing but cats”? If you’ve flipped through your TV guide lately, you know that this rings truer than ever. The endless channels cluttered with shows are causing Americans to cut cords, use DVRs, stream content and search for alternate forms of entertainment. Gaming, social media and audio are on the rise, heralding an on-demand world that begins in the home. It’s also evident that the definition of “home” is evolving: - __Home as an escape.__ We are beginning to view the home as a retreat from a kinetic, multi-tasking world. As a result, we eat more meals1, socialize2, and even educate ourselves3 at home more than before. - __Home as an office.__ The number of telecommuters has doubled in the last decade4, saving on car expenses and the stress of daily driving. - __Home for longer.__ As housing and education costs explode, young people are living with their parents for longer stretches.5 Because of this, in-home entertainment technology has blossomed; smart TVs and set-top boxes now rule, and our mobile devices are the “go-to” as we move about the home. ## Smart Speakers — The Soundtrack to Together Time The growth of the Connected Home was accelerated by the birth of the smart speaker. Unheard of just five years ago, 51 million Americans had access to a smart speaker at home at the start of 2018. Based on sales forecasts, we expect this number to balloon to 75 million before we celebrate New Year’s 2019.6 One of the major reasons we believe smart speakers have caught on so quickly is because they’re operated by the device we’ve been accustomed to using all our lives—our voices! Studies have shown that voice searches, for example, include twice as many words as typed searches.7 That’s because voice is the most natural and organic way for us to express a need. Megan Lazovick, VP of Edison Research, warns marketers, “Don’t underestimate the value of ‘hands free.’ I’ve done a number of in-home studies with smart speaker owners, and they say these devices just make life easier. They make it easier to multi-task, such as hearing about today’s weather while getting dressed or listening to music while doing chores. It doesn’t seem like those little things should be life-changing, but somehow all those little things add up to something big.” Smart speakers, with all their abilities to control home functions—from telling jokes to grocery list reminders—are now the proven “Swiss army knives” of home technology. But regardless of their endless list of capabilities, listening to music is the #1 activity performed on smart speakers.8 In addition, smart speakers are proving themselves to be more than just another device. Families tell us that smart speakers are changing the household dynamic and pulling them together in ways we haven’t seen before. Music, podcasts, the Jeopardy daily quiz or other cool content serve as the soundtrack for “together time” in the kitchen, living room or yard. ![3669 HouseConcept blogCallOut v4](//images.ctfassets.net/nh8g790vi8yy/6nXc2QV1eMk2kc8auukGuE/c414cbda199f727f7a2125df8ff6824f/3669_HouseConcept_blogCallOut_v4.jpg) [See full infographic here. ](http://bit.ly/2QCdvZc "Connected Home Infographic") ## Conclusion As our homes become more of a focal point in our lives, smart speakers and other smart devices are paving the way to increased audio usage. In-home usage now accounts for half of all daily audio consumption. We see amazing opportunities for advertisers and smart speakers: - You’re reaching an engaged audience who relies on personalized listening to power activities around their home. - Two-way voice capabilities open intriguing possibilities for marketers to engage with their customers beyond the nominal “click.” - As households acquire more devices, there is greater access to all family members (including combinations of family members at once) and more ways to reach them in different “moments” of their lives. How is your audio strategy leveraging the Power of Audio and the innovation of smart speakers? [View our full Connected Home infographic here](http://bit.ly/2QCdvZc), or [reach out to us today](https://www.pandoraforbrands.com/advertise?leadattribute=BL-2016-08-1047-Standard) to learn more about our Connected Home audience solution. --- Blog Sources 1[Foodnetwork.com](https://www.foodnetwork.com/fn-dish/news/2018/9/americans-are-cooking-more-meals-at-home--eating-out-less), September, 2018. 2[Mintel](http://www.mintel.com/press-centre/food-and-drink/the-stay-at-home-generation-28-of-younger-millennials-drink-at-home-because-it-takes-too-much-effort-to-go-out), June, 2018. 3[Inside Higher Ed](https://www.insidehighered.com/digital-learning/article/2018/01/05/new-us-data-show-continued-growth-college-students-studying), January 2018. 4[USNews](https://www.usnews.com/news/best-countries/articles/2018-02-16/telecommuting-is-growing-but-still-not-unanimously-embraced), February, 2018. 5[Quartz](https://qz.com/1248081/the-share-of-americans-age-25-29-living-with-parents-is-the-highest-in-75-years/), April, 2018. 6Pandora 2018 Definitive Guide to Audio 7[Neil Patel blog](https://neilpatel.com/blog/type-no-more-how-voice-search-is-going-to-impact-the-seo-landscape/) 8Smart Speakers: Enhancing Family Life / Edison Research and Omnicom Media Group Infographic Sources The Infinite Dial / Edison Research and Triton Digital Smart Speakers: Enhancing Family Life / Edison Research and Omnicom Media Group Pandora Internal Metrics, January 2018 \* Of those who own a smart speaker and live with family \** Of those who own a smart speaker and have children \*** Of those who listen to music on a smart speaker and live with family

article

Cracking the Commuter Code

Businesses everywhere are feeling the impact of disruptive trends—such as digital technologies, the “app” economy, or shifting demographics. However, two industries in particular are feeling it the most: media and personal transportation. 1. Consumers are rapidly replacing traditional media with digital from their mobile and connected devices. 2. The auto industry faces intense competition from ride-sharing alternatives, pressure to develop electrified and autonomous vehicles, and an overall decline in sales, especially among young people. One-third of all audio that Americans consume daily is done while in the car. 1 Once we heard this astounding stat, we couldn’t help but wonder how the above disruptive trends are affecting the way people use media on the road. ## The Study To get to the answers, Pandora collaborated with Omnicom Media Group and Edison Research for an intensive study of those Americans who spend more time in their vehicles than anybody: daily car commuters. According to the Census Bureau, 115 million Americans drive to work alone.2 Edison selected 1,100 respondents to represent those who spend at least 20 minutes in each direction of their commutes. A thousand of the respondents answered a detailed questionnaire about their in-car media habits, however, we all know actions speak louder than words. To supplement the questionnaire, 109 respondents agreed to install a GoPro camera pointed at the dashboard so that the driver’s interaction with the car’s media controls could be observed and analyzed by Edison Research. This kind of “ethnographic” study is valuable, in that it reflects what a consumer does, as opposed to what they say they do. ![experiment](//images.ctfassets.net/nh8g790vi8yy/4IE1CkLu5Wy22gMQSq4GSq/8976878e1072eb74b23a5f8063d6fdc8/experiment.png) ## The Findings In-car audio users fell into three distinct groupings, and over indexed in the following behaviors: - __RESTLESS:__ About a quarter of the heavy commuters were in this group. Drivers in this group are likely to jump from one AM/FM station to the next during their drives, and their thirst for digital media tech in their next cars outpaces the other groups. - __SEEKERS:__ Accounting for nearly half of heavy commuters, these drivers represent the core age group of employed people, have the longest commutes and listen to a variety of media in their cars. - __KEEPERS:__ This group includes an older generation and those with short commutes. As a result, their desire for an in-dash entertainment system is the lowest of the three groups. __There’s a lot of switching when listening to AM/FM radio.__ The Commuter Code study found that in-car AM/FM listeners frequently switched away from unwanted music or to avoid ads. Visual evidence from the GoPro study found that AM/FM listeners switched three times as often (202%) than when they were listening to any other source of audio in the car, such as streaming, podcasts, and satellite radio.1 __Drivers crave new technologies in their cars.__ Already, two-thirds of commuters have connected their mobile devices to the car system to listen to audio during their drives. Among one-year auto intenders, 71% said it is “important” that their next vehicle have an in-dash system for information and entertainment; this finding compares to the 58% who felt the same way in a similar study conducted in 2015.1 ## The Impact - As the media and vehicle industries continue to evolve with these rapidly changing demands, the Commuter Code study underscores the now and future consumer’s thirst for personalized, digital media in their cars. If they don’t have the built-in digital technology of a [Connected Car](https://www.pandoraforbrands.com/article/connected-car-trends-from-zero-to-60) now, they’ll use their mobile devices until they get an in-dash system in their next vehicle. - The high rate of switching while listening to AM/FM radio is a reflection of what happens when someone is listening to non-personalized content. While unwanted music is a primary reason for switching, so is avoiding ads. AM/FM pod placement and quick-engaging ad creative may become a crucial tactic for marketers. - Heavy commuters don’t always display the same media habits, but the majority of them place a high value on digital audio in the car. Younger drivers (age 18-34) switch constantly when all they have is AM/FM radio, and core commuters (aged 35-54) index high for streaming audio.1 In-car technology and behavioral changes are all pointing to one clear winner: digital streaming audio. Commute time is the perfect opportunity for you to reach your target audience when they’re engaged and ready to hear your message. Make the most of this one-on-one time with drivers by partnering with the #1 streaming brand in the car, Pandora. Want to learn more? [Reach out to us today](https://www.pandoraforbrands.com/advertise?leadattribute=BL-2016-08-1047-Standard) and check back early next year with additional findings from the Commuter Code study. --- 1 The Commuter Code, Edison Research, Omnicom Media Group, Pandora, 2018 2 U.S. Census Bureau, American Community Survey, 2017

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Hyper-personalize your audio messages by leveraging rich listener data in real-time. Intelligent ad technology optimizes various triggers such as location, weather and time-of-day to serve the right message to the right listener at the right time. This custom audio execution allows your creative to scale to hundreds, thousands, and even millions of variations.

article

Culture First, Powered by Audio

Leading with culture is essential in the multicultural world we live in. Audio is a powerful way to personalize a message to every consumer regardless of age, gender, race, or ethnicity. Culturally relevant ads strike a chord, with listeners responding positively to ads that leverage strong cultural cues. Ensure every impression makes an impression by leveraging these creative best practices. ## Multicultural Audio Creative Best Practices __Apply Cultural Context:__ Introduce culturally relevant themes and cues, while avoiding stereotypes. __Use Language Strategically:__ Address audiences across the language spectrum. __Address the Individual Listener:__ You’re reaching millions of people, one listener at a time. __Use a Conversational Tone:__ No need to shout - speak to the listener like you are talking to a friend. ![ANA MC, In-culture ads on Pandora](//images.ctfassets.net/nh8g790vi8yy/4AWRP8xzfqUeQMA266OqwQ/4ffe51bdb6a29854c04f3108b842c826/3607_ANArecap_r1_callout1.jpg) ## Audio Storytelling Tools As we continue to move into a voice-activated world, how we tell stories must evolve. Leverage these four tips to amplify your message. __Theater of the Mind:__ Paint a sonic picture with words and audio cues, letting listeners’ imaginations finish the story for you. __The Power of Words:__ Keep it simple and direct. Audio is so powerful you don’t need many words to create an impact. __Human Voice:__ Be relatable. A genuine voice gives your message a sense of authenticity – natural, trusted and culturally relevant. __The Power of Music:__ Music helps regulate emotions and connects audiences during relevant moments, making them more receptive to your message. Your consumers are listening, how will you connect with them? [![ANA MC - DGA Visual CTA](//images.ctfassets.net/nh8g790vi8yy/ww5f9PdZYs8aW6wMugu0i/7aafd48816ec54dcd3f3f4a54b1cba9d/3607_ANArecap_r1_btn_dga.png)](https://www.pandoraforbrands.com/article/culture-first-powered-by-audio?leadattribute=BL-2018-10-1566-2019DGA)

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Episode 9: Theatre of the Mind

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