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By listening to a Pandora station, people theoretically listen to music they would not have heard otherwise. At its best, Pandora is like a skilled, album-oriented, FM radio DJ from the 1970s, mixing familiar music with other music that is unfamiliar but stylistically related. By all accounts, music discovery is a major reason why. Pandora has been particularly popular with the lean-back listener.
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And from time to time, when a song really catches their fancy, they might just be motivated to make one of their infrequent trips to the record store to buy it (or more likely in 2014, they might download the track or the album from iTunes). This soundtrack has been their background while driving, cooking, studying, etc.
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They have willingly listened to advertisements each hour in exchange for a curated stream of free music (on average 11 songs an hour). Historically, lean-back listeners have been heavy users of old-fashioned terrestrial radio. It takes more time and exposure for lean-back listeners to embrace new music, and they are less likely to embrace music that is different from the music they already like. They also tend to be less adventurous listeners. While they like having music around, they aren’t interested in spending hours making mix tapes or constructing playlists. Lean-back listeners encompass most other music consumers. Without them, it would be harder to put new music out in the world, because lean-forward listeners are the ones most willing to receive it. These days, they’d be the people who can happily spend a few hours putting together an iTunes or Spotify playlist.Īlthough lean-forward listeners are a smaller group than lean-back listeners, they are still very important, because they are typically the early adopters. In the 1980s and 1990s, lean-forward listeners were the folks who read fanzines, went to lots of rock shows, made cassette mix tapes for themselves and their friends, and spent hours shopping for obscure records. But there are plenty of older folks in this cohort too.

When something new gets released, they want it ASAP. They like being the person in their group who turns other people on to new songs and obscure oldies. They are more likely to read music magazines, blogs, etc. They like to be actively engaged in their listening experience. Lean-forward listeners are the super music fans. In the music industry, consumers are sometimes divided into two general categories: (1) lean-forward listeners and (2) lean-back listeners. It doesn’t matter whether Pandora is great at music discovery, because the sort of music discovery Pandora provides is actually a relatively small part of traditional major label music promotion.
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You can’t grasp the full picture without it. But fair warning: I do get into some technical legal stuff towards the end. I’ve tried to keep my thoughts in plain English. This post is a deep dive into five of those reasons. So the music industry has some very real reasons–both financial and aesthetic–to hate Pandora. Pandora has been more disruptive of established music industry practices than any other major legal streaming music service. So shouldn’t Pandora be a win for record labels and music publishers? Aren’t they being irrational in hating Pandora more than all the other services? Moreover, despite loud protestations to the contrary, there’s a credible argument to be made that, on a per listener basis, Pandora actually pays more royalties per spin to both songwriters and master rights-holders than does terrestrial radio. It has passed 250 million registered users in the U.S. After all, Pandora is a legal, royalty paying service. Of all the dedicated digital music streaming services to come on-line since 2000, none has drawn the ire of the music industry quite like Pandora. I’m not yet a wizard at doing ebook format conversions. Apologies in advance for any formatting anomalies. Note 3: If you’d rather read this post off-line, feel free to download a copy of it in pdf, MOBI, or EPUB format. I expect there will probably be more substantive updates as time goes by, and if that happens, I’ll let you know right here. Note 2: This post was updated on Decemwith a bit of new content based on some comments I received when it first went up. That said, as our respective focuses aren’t the same in every regard, I’m hopeful that this post will serve as a useful compliment to Lefebrvre’s piece. Sam Lefebvre’s recent cover story on Pandora in the East Bay Express overlaps some of what I discuss here, and it’s well worth reading. File it under #slowblogging and #longreads. I finally managed to bring it in for a landing yesterday night. Note 1: I’ve been chipping away at this post for about eight twelve months off and on.
