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Pandora Launches 'Fall Into Country' Marketing Push
Blake Shelton performs at the Grand Ole Opry House on Sept. 12, 2017 in Nashville, Tenn
Pandora is stepping up its outreach to country music fans with a new "digital country music festival" campaign that will feature concerts, station takeovers and other exclusive content, all as part of an effort to grow what is already the service's second biggest genre audience and, of course, to attract more paid subscribers.
The campaign, dubbed Fall Into Country, launched on Thursday with targeted ads to existing country music fans touting exclusive content. Blake Shelton is kicking off the "festival" with a concert at OZ Arts Nashville on Nov. 3, followed by events or content featuring Luke Bryan, Kelsea Ballerini and Darius Rucker. Details for Bryan's contribution are being hammered out, but Ballerini's set will involve exclusive content tied to her upcoming album, and Rucker will be taking over popular station.
According to Beville Dunkerley, Pandora's industry relations director in Nashville, the campaign is essentially a packaging of events already in the works for the fall. "It all started with Blake Shelton," Dunkerley told The Tennessean. "His camp actually came to me saying Blake wanted to do something special around his next album release."