“We’re excited by the range of possibilities of what these messages could be: a tour announcement, new album drop, a crowd-funding campaign, the story behind their latest song or simply a thank you to fans for listening,” said founder Tim Westergren in a blog post announcing the feature.
It seems that these messages will appear in radio streams. Based on the screenshot Pandora shared, listeners can opt to mute the artist messaging from their settings.
Pandora has been adding more artist support features to its service, beginning with the launch of the Artist Marketing Program, or Pandora AMP, in October. The rollout offered audience tracking for any musicians playing on the online radio service.