Pandora Radio – A Web 2.0 Company That Stimulates the Senses

Walk around almost any modern office and ask what websites people run on their computers during the workday and chances are a large amount will say “Pandora”.   Not to be mistaken for the mythological Greek artifact, Pandora is an Internet radio that provides users with an endless variety of musical stylings.  Fueled by a super-powered music/mathematical search engine AKA the Music Genome Project,  it creates an ultimately unique experience for each of its users.  As Pandora likes to say:  “It’s a new kind of radio- stations that play only music you like”. 

As almost anyone can tell you, Pandora is an online radio powered by the Music Genome Project, which uses a mathematical algorithm to classify the musical structure of a given song and classifies it into 5 Genomes (Pop/Rock, HipHop/Electronica, Jazz, World Music, and Classical).  Users enter a song or artists that they enjoy, and from there the genome is able to find similarities in algorithms of songs thusly matching a given song with similar ones.  In less complex words, Pandora gives you a random assortment of music it believes you would like, based off of what you already told them you like.

Each users Pandora is uniquely tapered to their own musical tastes, applying the “one to one” principal of the Web 2.0 plan.  Pandora treats its users as individuals, with separate tastes in music.  Upon log-in, your Pandora Radio immediately begins streaming music from each of your customized stations.  Thanks to the endless combinations and possibilities of stations that a user can have, it’s rightful to assume that no two Pandora radios are alike.   Users can also interact with the radio, telling it if they like or dislike the selection that Pandora made for them, furthermore tapering the station to the user’s tastes.  In theory, the final product that Pandora delivers is a completely customized radio station where users never have to hear a song that doesn’t fit their musical likings.  It is also conveniently accessible from the nearest computer or smart phone, making Pandora pretty freaking awesome. 

In terms of Pandora’s business model, they have adapted a mostly closed system.  Although users have some input on what they get from the site, it truly is Pandora and Pandora alone that has control.  They are the one who create and supply the database as well as the limitations on how and what users can listen to (which will be touched upon later in this blog). Thankfully, the restrains of this control are moderate, as the company has done an efficient job of creating a seemingly endless database of musicians and songs.   More often than not, if I want to create a radio station off of a specific artist or song, Pandora is able to locate the exact information that I’m looking for and deliver me with a satisfying end product. 

From a “Wiki-nomics” perspective, they have adapted the “peering” principle, by encouraging users to link their Pandora up with their facebook account, allowing users to see which artists their friends and family also enjoy.  They also have a principle of “openness”, as they put their users (moderately) in control of what they get out of their Pandora, and also allow for feedback on whether or not they are satisfied with the music that Pandora is supplying them with.

ISSUES WITH PANDORA

You choose, America:  iTunes or Pandora?

Many complaints about Pandora stem from the “unfortunate” reality that the web-radio abides by the countless legalities of the music copyright world.  I realize that may sound a little jest at first, but coming from a generation where “free” music is about as accessible as oxygen in the atmosphere Pandora sometimes tests my patience.  I can think back to a dozen times where I would be sitting at my past internship in Los Angeles, running my Pandora radio, when I would become desperate to hear a specific song.   Since Pandora respects the fact that music is licensed and should be paid for in some degree, you can’t search Pandora to hear a specific song.  So, in order to satisfy my musical cravings, I would have to pause my Pandora and search for the song on YouTube and hope the streaming version wasn’t some sketchy remix or boot-leg quality.  Although that process sounds relatively simple, it limits Pandora greatly. The inability to have greater control of what you’re listening to causes Pandora to take a back seat to websites like Grooveshark (a website where you can stream entire play lists of music) and YouTube.   Also, when the necessary hardware is accessible, the user quickly reverts back to the familiar home of their iTunes or iPod.  Additionally, due to Pandora’s licensing agreement, if your radio happens to deliver a batch of 5 songs that you hate, you may only skip 4 of them within the span of an hour.   This becomes painstaking when there are so many other web sites and software’s that can offer us the instant gratification that we all are so accustomed to.

Just an example of the lovely advertisements littered throughout Pandora

The true “Elephant in the Room” of Pandora, is the obvious consequence one must pay for free music:  ADVERTISEMENTS.  At any point between songs you can expect to be bombarded with a random commercial about anything from Tide laundry detergent to Hot Pockets.  Occasionally, your Pandora website will be infiltrated and your homepage transformed into a giant advertisement dedicated to one specific product.  In these cases, you can thank goodness that there’s a minimize button on the web browser, and hope to god that the annoying video commercial can stop playing on repeat over the top of your favorite John Mayer track.  Certainly, your iPod would never do such a terrible thing to you.

WHY IT WORKS

Pandora Radio now available in your car!

So, after all of these shortcomings, what makes Pandora so successful?  The fact that it’s free, easily accessible, and chooses the music for you.  When you find yourself in the most desolate of times (like in a cubicle from hell at your internship) you can always count on Pandora.  Even if a computer isn’t available, you can resort to your smart phone to stream the radio.  What can be more convenient than that?    Even better yet, Pandora has now decided to merge its technologies with automobile manufacturers so that you can access your Pandora from your car radio!  So yes, the advertisements may be annoying but it’s a nominal price to pay for having a personalized radio station at the touch of your fingertips. 

The convenience of Pandora certainly makes it awesome, but I believe that the true beauty of Pandora lies in the Music Genome Project.  The Music Genome Project makes it possible for users to hear endless varieties of music that they may have never explored before.  It’s a music player THAT DOES THE WORK FOR YOU.  No more spending hours trying to craft the perfect playlist or downloading songs.  Just “a radio station that only plays the music you like.”  If that isn’t accommodating, then I don’t know what is.

Overall I would say that Pandora’s business model is very successful.  Although it may not be a person’s #1 choice when they have access to their iPod, they manage to keep their users’ stimulated with every track.  Any improvements that I can think of would only degrade Pandora from the dignified free music supplier that they are (although it’d be nice to throw all the annoying licensing out the window).  Pandora proves that it’s a serious contender in the Web 2.0 world by this simple fact:  they have mastered how to supply a FREE product while keeping it legal and STILL making a profit.  Now lets see your iTunes do that!