Pandora and Lexus have teamed up for a branded series of free concerts where the attendees and the musical acts were chosen based on Pandora's data. Specific music fans in the Southern California area (where the concerts are taking place) were invited to attend via emails and call outs.
Pandora chief marketing officer Simon Fleming-Wood tells Adweek, "The payoff is we can connect the artist with their fans. We connect listeners and surprise and delight them with a free live show, which is a gift from Pandora and the advertiser."
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