If you aren’t using Pandora Radio, you are missing an amazing chance to share your music with new fans.

Pandora is the largest and fastest growing radio platform in the world with 45 million registered listeners and growing in the United States.

Pandora offers a unique opportunity to independent musicians – Pandora prides itself on selecting music using a level playing field, where music is considered for inclusion solely based on quality.

Once music is selected for inclusion, the unique musical identity of a song is analyzed through the Music Genome Project.  Those attributes are then used to create personalized stations for each listener based on their musical tastes.

So not only does Pandora give you the opportunity to be heard, but it targets your music to listeners that are most likely to enjoy it.

If you aren’t familiar with Pandora’s submission process, it’s fairly simple.  The major requirements that must be met to submit your music are that (1) you have a CD, (2) the CD has a UPC code, and (3) the CD it is for sale on Amazon.

I had the opportunity to ask Pandora founder Tim Westergren some questions about the role of independent music at Pandora. Here’s what he had to say:

What percentage of the artists played on Pandora do you think would be considered independent?

Approximately 70% of the artists are independent (unsigned, or on independent labels)

What percentage of music played on Pandora is by independent artists?

It’s around 50% on a spin-weighted basis.

Have those percentages changed over the years Pandora has been operating?

The percent in the MGP has grown. The percent in terms of plays has probably gone down some.

Does your use of the Music Genome project to select the music played on Pandora give independent music a greater opportunity to be heard on Pandora than through other music channels?

Pandora is completely blind to popularity in selecting songs. It’s a completely level playing field.  So, yes I’d say we’re offering a tremendous opportunity – most of these artists have never played on radio of this scale before.

What do you think including independent music on Pandora adds to the listener’s experience?

It’s one of the most important ingredients: discovery. It keeps the experience fresh.

What do you look for when choosing a new artist to play on Pandora?

Good music. Nothing more, nothing less.

Can you give any tips to artists who are trying to get their music played on Pandora?

Simply put: make great music, and submit it.

The change in artist submission requirements to require artists have their CDs for sale on Amazon has received some criticism that it disadvantages independent artists. How do you respond to those critics?

It only costs $35 to enroll in Amazon’s program.  I don’t feel that is a barrier to any artist. Certainly not to an artist who has professional aspirations.

Is Pandora’s growing popularity and expansion to new channels like mobile devices causing Pandora to get more attention from major labels?  If so, will independent artists’ access to Pandora be affected?

Inclusion in Pandora will ALWAYS be based on merit.

You travel the country to conduct town hall meetings with Pandora users. Is there anything you’ve learned at these meetings that could be helpful to artists trying to connect with your users?

It really just reminds me how powerful an energized fan base can be. Artists need to fully embrace each and every one of their fans.

How has your experience working as a musician shaped how your run Pandora?

It was the inspiration for the project, and remains one of our central goals – helping to build a musicians middle class.

____________________

To augment the Pandora interview, I also spoke with Dave Lowensohn from the California rock band Speechwriters LLC about his experience as an independent artist using Pandora.

Dave had a lot of positive feedback, as well as advice for maximizing what Pandora can do for your band.

About Speechwriters LLC:  Speechwriters LLC has been distributing music independently for nine years. Speechwriters LLC submitted their music to Pandora in 2005 and currently has about 20 songs included in the MGP.

On the response he’s received from Pandora users:
  Dave noticed about 2 years ago that half of the emails he was receiving from listeners said that they had heard the band on Pandora and that those listeners have had an incredibly positive reaction. Pandora has really helped Speechwriters LLC fill a Specific niche in promotional cycle when the band is in between tours and album cycles. Pandora brings in listeners for Speechwriters LLC who then go on to buy the album on itunes.  While Speechwriters LLC has worked with other online distribution methods, Dave says he’s never seen anything quite like Pandora.

On the Pandora staff:  
Dave said his interaction with the staff at Pandora has been great and that they are super friendly and incredibly helpful.

On what Pandora can do for you beyond playing your music :  Pandora provided Dave with a full statistical breakdown of when Speechwriters LLC is played on Pandora so he knows exactly how users are finding his music. Dave says the information he got from the statistics is “Worth its weight in gold.”

For example, the statistics told him what stations are directing listeners to his music – information that he finds helpful in targeting new fans.

Other advice for musicians who use Pandora:  Dave added that if you like what Pandora is doing for you then you should also be a listener and support the service.

I have to agree with Dave that everyone I spoke with at Pandora was extremely responsive and helpful.  So if you don’t have your music on Pandora, what are you waiting for?

And if you are already a Pandora user, don’t hesitate to get to know the people that make the service possible.  They may be able to provide you with valuable information to help promote your music.