Pandora Challenges College Students For Social Impact Even math-master Pandora has come around to giving human curators leading roles in answering today's epic question, "What should I stream next?" So we have new playlists with names like "Heartbreak Reggae," "The TRL Era," and "Flexxx." The wit passes down to free stations with edgy labels like "Keep It Lit," "Hipster Brunch," and "Beast Mode." It can seem fragmented, trying to have something for everybody, but streaming services must grab attention to survive - then learning each individual's preferences narrows down what gets recommended most prominently. In terms of language, Pandora's featured playlists really speak Millennial, and that's fun. In terms of math, this is going to get interesting because Pandora's personalization analytics will be getting new data from users' interactions with its human curators' work. Pandora is leveraging the new work put in by its "wickedly expert curators" to add new stations for its Free and $4.99-monthly Plus tiers. It is also related to Spotify's challenges with its business model, because these higher costs make it harder to be profitable. The copyright-license fees for on-demand selections are higher than for pre-programmed streams, and this is likely why Pandora's featured playlists are only available on its $9.99-monthly Premium tier. Although Pandora has led the way, all the major streaming services now hope their personalization-math will make visitors want to return and encourage subscribers to pay. This is still true and has resulted in modern peculiarities like when one spouse prefers their hip new music from Spotify while the other spouse favors country music from Pandora. Based on the analytics of each user's personal preferences, Pandora generates radio-like streaming stations to fit each individual listener. Pandora's algorithmic back end depends on the Music Genome Project - a way to turn one track's musical properties into a set of several hundred descriptive pieces of data. When Apple Music launched in 2015 it placed a big emphasis on its hip human curators while Pandora seemed to have staked out the machine-driven side of music recommendations. Today's announcement that Pandora Premium launched 250 curated playlists turned heads, in part because their streaming service developed without listeners being able to request specific tunes the way people can on Spotify.
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