Apps, Digital, Digital & Mobile — December 17, 2012 at 11:05 am

Pandora Sets Foot on AU and NZ


One of America’s well-known Internet radios, Pandora, is finally available in Australia and New Zealand. The music recommendation service, which has been limited to US territories since 2007, now marks its first international expansion by frolicking back to Pacific shores.

Over the past five years, Pandora complied with the requirements offered by the Digital Millennium Copyright Act (DMCA), a copyright law that addresses two of the World Intellectual Property Organization (WIPO) treaties: the WIPO Copyright Treaty and WIPO Performances and Phonograms Treaty (United States Copyright Office). Doing so has required the internet radio to filter IP addresses to ensure that those within the US region could only access the service.

Despite the territory restrictions, Pandora gained a huge number of registered members over the years, a total 175 million users, 115 million of which has accessed the service using its mobile app (Techcrunch). The service features pre-made genre stations, and a thumbs up/thumbs down response button for each track to generate the user’s artist and musical preferences. The music service started in beta earlier in July and rolled out of testing after five months, then appointing Jane Huxley as its Managing Director for both AU and NZ territories.

For founder Tim Westergren, launching Pandora to the regions was something the team has been dreaming of for a long time, noting that they can’t wait to “start connecting music and and listeners across continents halfway around the world”. In support of the launch, the team held Town Hall events in Auckland, Melbourne and Sydney to connect with returning and new Pandora users.