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Pandora opens $10 a month Premium tier with 'Sounds Like You' collaborations from Gorillaz, Big Sean and more

Music discovery platform Pandora has rolled out a new campaign centered on the diverse tastes of its users called ‘Sounds Like You’, which delves into the personalities of an extensive cast of top artists.

The likes of Big Sean, Gorillaz (featured above), Miranda Lambert, Questlove, 2 Chainz, Amine, Bishop Briggs, Brett Eldredge, Daya, Halsey, Keith Urban, Kelsea Ballerini, Lil' Yachty, Maggie Rogers, Nicky Jam, Pitbull, Thomas Rhett and Ziggy Marley are featured.

Some appeared in exclusive videos such as the Gorillaz work above, others posed next to the Pandora P made entirely from their album artwork – work that will appear as digital ads across the web leading to curated playlists.

OOH will incorporate US billboards and handpainted murals in New York and Los Angeles from Madsteelz. The campaign also underlines the fact that the Pandora Premium service has moved beyond the invite-only stage to users in the US, Australia, and New Zealand. The $10 a month service provides an ad-free option that looks to rival Spotify.

Nick Bartle, chief marketing officer at Pandora, said: “Music lovers today have more complex and eclectic tastes than ever. ‘Sounds Like You’ embodies Pandora’s unique ability to deliver a music experience completely personal to each listener so whether you’re a long time listener of Pandora radio or enjoying Pandora Premium, we can help you find what you already love and reward your curiosity with never ending discovery.”

The campaign will be extended on music channel Noisey; via digital shorts. Social media activations include Snapchat lenses and geofilters and a custom Pandora emoji on Twitter.

Vote for it in our creative showcase below.

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