University of Massachusetts Lowell

University of Massachusetts, Lowell Pandora Challenge (supporting Jack Antonoff)

October 21, 2017  |  In partnership with Jack Antonoff, The Ally Coalition, and the University of Massachusetts, Lowell Music Business and Sound Recording Technology programs. #pandorachallenge

Every year, Jack Antonoff and The Ally Coalition organize The Talent Show, a celebrity-packed  music and talent showcase, to benefit LGBTQ equality and issues. How might we create a series of fan engagements before, during, and after the event to allow The Talent Show to live on long after the performances? How might concert attendees at The Talent Show engage with their friends, fellow fans, and their communities before, during, and after the show? How might we engage Jack Antonoff's listeners, fanbase, and friendly artists? How might we engage fans, listeners, and friends to support The Ally Coalition?

To solve these problems, students were provided access to Jack Antonoff's proprietary Next Big Sound profile. Offered as part of by Pandora's Artist Marketing Platform tools, this interactive portal helped students learn about Jack's fanbase, social reach, engagement, geographical impact, and Pandora listener data. 

Students created marketing campaigns, Pandora Artist Audio Message, and strategies to engage Jack Antonoff's fans to be launched by The Ally Coalition.

Congrats to the winning team of Andrew Silveira (Biology 2021), Andrew Marshall (Music Studies 2021), Shaina Perates (Music Business 2021), Renee Lamy (Music Business 2021), Emma Glynn (Music 2018). Their proposal included a series of social media campaigns dispelling common
misconceptions about the LGBTQ, photo booths in the lobby, and hashtag campaigns during and immediately following the event.  

Mentors from L-R: Kim Pfluger (iZotope), Brittany Holloway (Pandora), Heather Ellis (Pandora), Jeb Gutelius (The Ally Coaltion)

Mentors from L-R: Kim Pfluger (iZotope), Brittany Holloway (Pandora), Heather Ellis (Pandora), Jeb Gutelius (The Ally Coaltion)


Example Student Submissions