Music streaming recommendation service Pandora has purchased music data analytics platform and consultancy Next Big Sound.

Pandora is the biggest music streaming service in the US, and the acquisition of Next Big Sound brings it line with similar moves by its competitors – such as Spotify’s takeover of the Echo Nest in 2014.

Next Big Sound aggregates social media and data from thousands of artists across the world to create indexes and charts of the most popular and fastest-emerging talent, and its consultancy service helps brands identify which artists and bands best suit their demographic and campaign objectives.

Pandora boss Brian P McAndrews told reporters that “the combination of Pandora’s listening data and Next Big Sound’s analytical capabilities will create a vital source of data”.

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