In 1999, Tim Westergren and two of his friends launched a company out of San Francisco called Savage Beast, which would later become Pandora (Pozen & Rosenfeld, 2009). Pandora was powered by the Music Genome Project. The Music Genome Project is a music discovery engine, and each song in the project’s library was analyzed by Pandora employees (Pozen & Rosenfeld, 2009). Pandora spent time and money building up their musical library in the project so that customers were enabled to listen to songs that were similar in style. In the beginning, Westergren licensed the Music Genome Project to other music stores, however this method of business did not generate enough profit. Pandora was then forced to come up with another strategy. This is when the
