Entries from February 2016

Pandora, Pause Fest & Being Single

February 20, 2016


Had the pleasure of working on the digital advertising side of things for Pause Fest this year through Bolster Digital, and ducked out of the office to check out a few sessions too on the Friday (cheeky face + pass above).

If you’ve never heard of PF (?!) it’s the premier creative tech conference/expo/festival in Australia. Think seven days of workshops, talks, networking, expos, masterclasses, screenings, interactive events and more across technology, digital, creative, innovation and business in Melbourne.

I went down to check out the start up expo (bumped into a few ex-Collabforge buddies promoting their startup!) as well as listen to a few of the Business Day talks. The most interesting talk was Pandora’s Jane Huxley discussing music streaming in the creative economy. Here are some interesting tidbits I picked up from Jane’s talk:

  • Pandora is essentially a data company. The company uses the music genome project to describe/classify/group any piece of music using over 450 music genes. Pandora also uses insights from plays, similar acts, geographic location of listeners who ‘thumb up’ tracks etc. to help artists/labels make important decisions (the same could be said about Spotify insights, iTunes Connect data, mailing list info and Facebook audience insights too… which most bands sadly don’t use to their advantage).
  • There’s a huge difference between having music obsessives (ahem, me) and non-music fans as the end consumer. Pandora has never hugely appealed to me because I’m psycho when it comes to what I listen to… Like all music nerds, I have a few rituals such as listening to at least two new albums each Friday and putting songs on playlists depending on what colour scheme I hear when I listen to it. The crowded on demand streaming market includes the likes of Spotify, Deezer, formerly Rdio, the soon-to-be-gone JB Hi-Fi Now, the maybe-soon-to-be-gone Tidal, and Rhapsody. All geared for types like me. Pandora, on the other hand, are for people who enjoy music and want it playing for whatever reason (workouts, in the office, for dinner parties) but are passive listeners. These users want their chosen platform to pick music for them, and that’s where the music genome project comes in handy. Pandora uses mathematical algorithms to queue up songs that have a similar musical fingerprint to the song that just preceded it. This is like next level ‘related artists‘, hey?
  • Pandora work with three types of users. (Users is probably the wrong word but hear me out.) 1. BANDS who can use insights to push their music out to fans (see: next dot point on list). 2. FANS who use Pandora to discover new music they may dig thanks to the magic that is the music genome project. 3. Non-music BRANDS who can use bands as a way to find new consumers.
  • “Recorded music is the business card of the musician.” Direct quote from Jane, but pretty sure I’ve said similar things less eloquently in the past. Jane used Odesza as a recent example, with the band using Pandora to promote a Pandora-specific presale (Pandora blog post about it here).

You can follow Jane on Twitter here. And… I don’t have Pandora but I am a huge Spotify advocate so feel free to follow my many bizarro playlists here.

P.S. For a festival that ran over Valentine’s Day weekend, I feel like my one-day pass for the Business conference was very fitting as a single lady.

Figured It Out

February 19, 2016

Screen Shot 2016-02-18 at 11.55.53 pm

According to Twitter’s #FirstTweet function, this was my first tweet. 15.1K tweets later, safe to say that I kinda know what’s going on now. (P.S. Ahem, please follow me here for 90% music-related ramblings, 5% tweets related to social issues,  5% real-time rants about Melbourne’s public transport system.)

Valentine’s Day craziness

February 15, 2016

Screen Shot 2016-02-15 at 11.55.30 pm

We’re a bit wacky so we sent Valentine’s Day bouquets to a handful of our clients, complete with cheesy puns… One of our clients had them sitting pretty next to an ARIA Award but Remote Control takes the cake with this gherkin jar. Happy V-Day, y’all ;)

P.S. Oh yeah, Bolster got an Instagram account.

P.P.S. Also happy six month Bolster-versary to me!

P.P.P.S. Why are you still reading?


Google Analytics Certified

February 1, 2016

Booyah! Cheers to Google for verifying what I always knew: that I’m a total data nerd. Finally got around to getting my Google Analytics Certification. Lovely screenshot below for your lazy pleasure (or here if you don’t believe me, along with my Google AdWords certification).

My Bolster Digital job is largely* creating advertising (whether it be Facebook, Instagram, YouTube, Twitter, Google Display, Search, EDMs or publisher ads) that go to our clients’ websites, so analytics is pretty important to understand what consumers are doing once they’ve clicked on an ad. (Second part is getting them to hand over their money for tickets/records/merch/stuff to satisfy their inner music snob.)

Screen Shot 2016-02-01 at 12.10.05 am* The non-advertising parts of my job are waving at people like the Queen because I sit close to the door, and eating snacks constantly.

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