SOURCE: Pandora Media

June 12, 2008 18:15 ET

Honda Sponsors Pandora's "Dads Who Rock" Video to Promote 2009 Redesigned Pilot

Content Commemorates Father's Day and Musicians Who Juggle Fatherhood

OAKLAND, CA--(Marketwire - June 12, 2008) - Life as a musician usually includes late nights, time on the road, traveling from gig to gig and the occasional financial struggle. Toss kids into the mix, and it's not exactly Ozzie and Harriet. Pandora Media, www.pandora.com, celebrates Father's Day with a special video program called "Dads Who Rock," featuring three Bay Area fathers who share their passion for music with their kids and try to balance fatherhood with the life of a musician. The three dads, Jeffrey Burr, Darian Gray and Eenor Wildboar, are all professional musicians and play in bands that often require extensive travel and sacrifices in the gigs they choose now that they're fathers. The video is live today on Pandora.com at http://blog.pandora.com/archives/show/2008/06/studio_stories_3.html.

While the special programming was produced to recognize Father's Day and the legions of fathers among Pandora's thirteen million users, it was also created to provide a launch platform for Honda's all-new 2009 Pilot.

"A musician's lifestyle is on the road and more often than not, as you'll see from this video, it's a family affair," said Cheryl Lucanegro, vice president, advertising sales for Pandora. "When Honda challenged us to come up with programming that would provide a complementary backdrop for their all-new Honda Pilot, we knew profiling dads who were professional musicians, coupled with Father's Day was a natural fit as well as utterly engaging content for Pandora's users."

"The Pilot offers a unique combination of real world functionality and durability, making it one of the most useful vehicle choices for a young, active family," said Edmund Purcell, VP, management supervisor, from RPA, American Honda's advertising agency. "We're happy with the original programming Pandora created for Honda and how it reflects the target of this MacGyver-like vehicle that has room for the whole family and all of their band gear."

About Pandora Media™

Pandora (www.pandora.com) is a personalized radio and music discovery service available anytime and anywhere on the PC, in the home, and on mobile devices. Pandora is based on the Music Genome Project begun in 2000 and is the most thorough analysis of popular music ever undertaken. Each song in this massive collection is analyzed by more than 50 trained musicians, and assessed against nearly 400 distinct musical attributes such as melody, harmony, and rhythm to capture its unique musical identity. Using this information to build playlists based on musical similarity, listeners can simply enter a favorite song or artist, and instantly launch a personalized listening experience which includes discovery of new bands, artists and songs. Today, Pandora has a growing user base of more than thirteen million registered listeners, a database of over 500,000 songs, and national advertisers such as HP, Microsoft, Honda, Procter and Gamble, and Nike.

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