Group 35 Copy 2 Created with Sketch.

Podcasts

Power of Audio

The Power of Audio is an original podcast series brought to you from Pandora for Brands. Each episode takes a deep look into the ways audio and sound impact our lives. Together, we’ll explore how brands can harness audio to tell stories, create connections and drive advertising ROI.

Episode 37: Understanding the Sonic Color Line; A Conversation with Jennifer Stoever

Exploring the wide range of voices throughout our societies poses interesting questions. The sound of someone’s voice can be both a bridge and a barrier when it comes to understanding and experiencing racism. While we might think that our interpretations of sound are natural, in reality, advertising and radio have played large parts in determining our images of the “American Voice” and what is acceptable in the general market.

In this episode, we chat with Jennifer Stoever, who’s research encapsulates the intersection of audio with race. Her latest book, The Sonic Color Line: Race and the Politics of Listening, offers insight into how racism can be seen as a sonic construct.

Tune in for more on:

  • The auditory markers the impact how we hear race, power and sound
  • How sound has played a part in white supremacy and creating the “American Voice”
  • Radicalized listening
  • The opportunities for advertisers to challenge these existing constructs.

To learn more about Jennifer Soever, visit her website for more on her research, writings, and course offerings.

Host: Steve Keller  Learn More

Episode 36: Instruments of Change; An Interview with The String Queens

Welcome to a special episode of our SoundCheck series. We’re talking to Black artists across music genres, to hear how they’ve navigated the industry, and what brands can do better.

Meet Élise Sharp, Kendall Isadore, and Dawn Johnson, A.K.A. The String Queens. These three Black women form a renowned and respected musical trio, that’s changing the face of the classical music industry. Together, they write, record, and perform music, adding a fresh spin to a traditional genre, and challenging stereotypes along the way.

Not only are The String Queens leaders in concert halls, they also mentor younger generations as teachers. They guide students to their full potential, demonstrating excellence, hard work, and triumph. Given their experiences facing racism in the music world, The String Queens are dedicated to promoting diversity. They’re also intentional about collaborating with brands and other professionals, noting, “What is your vision? What is your purpose? Does that align to ours?”

Listen to their full conversation with J1, Director of Hip Hop, to hear more on:

  • The serendipitous story of how the group began
  • Our shared responsibility to pursue justice
  • Using instruments as a voice
  Learn More

Episode 35: Revolutionizing the Festival Space with Alicia Zertuche

Welcome to our Power of Audio Podcast. This episode is part of our Pandora Presents Pass the Mic series — an initiative that amplifies women’s voices in the audio industry and explores how audio has played a role in their success.

A veteran in the event production space for over 20 years, Pandora’s Nidia Serrano chatted with Alicia Zertuche in celebration of LatinX and Hispanic Heritage Month. After 20 years at SXSW, Alicia is taking on the new frontier of artist booking in the digital space.

Alicia is a proud Mexican-American who’s search for Latin music in the pop-culture, as a college student, drew her to the music industry. A chemical engineering major at UT Austin, Alicia is a shining example of forging an unknown path—as she carved out a career for herself in a music festival genre that barely existed. She’s considered one of the leaders in bringing Spanish Rock, Pop, Alternative, and Hip Hop music to the Austin airwaves in the 90s, named one of the Wonder Women of Latin Music 2020 honorees. From pioneering her own radio show, to being the visionary behind SXAméricas Music, Film, and Interactive programming, Alicia has always taken risks in her career despite quite often being the only female in the room.

Tune in to hear more about Alicia’s journey…

  • Representing the multiple sub-genres of Latin music at SXSW—and the huge responsibility that comes with it
  • Relying on mentors for career guidance and support
  • Preserving in the face of Latina stereotyping and colleagues who “just don’t work well with women”

Host: Nidia Serrano
Executive Producer: Ella Tatum  Learn More

Insights Lab

The Insights Lab Podcast brings Pandora and industry experts together to discuss new and actionable insights that can help marketers develop their audio strategy.

Episode 10: Leveraging Frequency as a Strategy

With Kantar Millward Brown

Timestamps:

  • 2:00 - Why is there no magic bullet number?
  • 4:20 - What are the primary factors for thinking about frequency as a strategy?
  • 5:23 - Is more frequency always better?
  • 7:03 - When should you rotate your creative?
  • 9:38 - What are some current and future trends around frequency?

Choosing the optimal frequency for your campaign can seem like a daunting task, particularly because there are so many variables that go into choosing one. We’ve done a ton of research on the topic and unfortunately, there is no easy, universal number that will fit every campaign. However, our research has shown that there are ways to think about frequency strategically.

In this episode, Megan McCoy, Senior Manager on Pandora’s Ad Innovation Strategy team, virtually chats with Zachary DeWalt, Senior Director, Insights at Kantar Millward Brown, North America to discuss these topics. The conversation includes tips for when it might be time for creative rotation, why more isn’t always better, and how to generally start thinking about frequency through a strategic lens.

For more information about working with Kantar Millward Brown, please reach out to Zachary DeWalt at Zachary.DeWalt@kantar.com.  Learn More

Episode 9: Using Insights to Fuel Your Creative Strategy

Episode Chapters

1:18 - How do you know if your value proposition is being correctly identified with your brand?
7:30 - How can you tailor your creative to target lower funnel activations?
16:40 - How does creative messaging impact perceived brand value and how can marketers optimize around that?


How is your brand represented in your creative? In exploring our new Test & Tune opportunity, Megan McCoy, Senior Manager of Ad Innovation Strategy, sits down with David Reiley, Pandora’s Distinguished Scientist, and Roger Gehrmann, Pandora’s Group Creative Director, to discuss how to use insights to create an actionable creative strategy.

This episode answers questions about how to increase your brand value in audio, how tactics that work in TV or social media might not be as effective in audio, and how to make sure your creative continues to resonate with your audience.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More

Episode 8: Test & Tune Tackles Causal Effects in Media

Episode Chapters

1:26 - What is the difference between correlation and causation?
5:54 - How does this correlation versus causation show up in advertising?
11:55 - There is a common practice of trying to slice and dice data to make your campaigns look good - but what risks are inherent in this practice?
19:04 - What is our new Test & Tune methodology and what advertiser problems is it solving for?


Data is more crucial for marketing than ever before, but are your campaigns set up to measure true causal effects? Why might your media mix model be giving your flawed information? And why does this all even matter?

In this episode, Megan McCoy, Senior Manager of Ad Innovation Strategy, chats with David Reiley, Distinguished Scientist at Pandora, about our new Test & Tune opportunities. Test & Tune uses a combination of randomized control groups and ghost ads to measure true causal effects of campaigns in order to provide advertisers greater insight into creative resonance and actionable opportunities for optimization.

To learn more about how Test & Tune can provide insights into your next audio campaign, connect with us here!  Learn More