However, the provider has been evolving toward a more mobile service, streaming music via mobile devices - smartphones and tablets - through its app. Since its inception, Pandora has gained significant traction in the online segment - with users connecting to the music service through their computers. So far, Puerto Rico’s Pandora listeners have created more than 1.5 million stations, which are done by entering the name of an artist, song or composer in the provider’s search box that Pandora uses to generate a playlist of that music and more like it. “The Puerto Rico genre opens the market to many musical segments that traditional radio stations are not serving, from independent rock, merengue, trio music to even ‘bomba y plena’,” he said. Pandora has become “Puerto Rico’s largest radio station,” and as such has established a genre just for the island, through which Pedreira believes underserved artists will have a chance to put their music out there. “We’ve had a significant spike in listenership, which we attribute to the promotion given to this music format in Puerto Rico and the fact that it happened during Christmas, when Pandora becomes the personal DJ for many parties and family gatherings,” he said. In December, Pandora registered 615,000 unique visitors from Puerto Rico, up 6 percent from the 579,000 that connected to the service the month before. Those advertisers, he said, have the ability to get their message seen and heard by 1.77 million local Pandora account holders - based on their location, age and gender - who connect to the service at any given time of the day. Since then, Social Media Hub has signed on at least 30 advertisers, including major companies in most segments - from auto, to retail, to telecommunications providers, he said. The arrangement between the local firm and the 13-year-old Oakland, CA-based music streaming service was finalized in August 2013. “We’ve basically become Pandora for media buyers in Puerto Rico.” “This basically means that everything related to placing ads on Pandora has to come through us,” said Pedreira. In an exclusive interview with this media outlet, social media expert Juan Carlos Pedreira confirmed that late last year his company, Social Business Hub, became Pandora’s authorized representative for the Puerto Rico market, which he said is ready to consume the digital platform’s varied product mix. After achieving massive popularity among Puerto Rico music lovers in recent years, Pandora Internet Radio has been quietly carving a niche for itself since late 2013 as a multi-faceted digital advertising vehicle capable of reaching audiences in a very targeted manner.
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