MUMBAI: Online radio station Pandora and Red Bull have teamed up to a brand new station - Red Bull Sound Select - on the digital radio service. This is part of an initiative to discover new musical talents, where listeners will be able to listen to handpicked musical talents, and new tracks.

Through the partnership, Pandora will not only discover artists, but will also help new talents launch their music careers. Wrestlers, In the Whale, BASECAMP, Lil Herb and Mick Jenkins are few of the artists that will be featured on the online radio’s new station.

“Everything we do at Pandora is driven by the purpose of connecting fans to the music they love – whether an old favorite or new discovery – while at the same time helping artists find their audience. Working with Red Bull Sound Select, we are able to connect music fans with up and coming talent, while helping these same artists launch their careers,” said Pandora CMO, Simon Fleming-Wood in a press release.

In addition to the new tracks by emerging musicians, there will also be hand-curated genre stations that will complement the different styles of each of these artists.

The release also stated that almost 80 per cent of artists that are not heard on traditional radio can be found on Pandora, which makes it an effective medium for both, fans and artists. Red Bull Sound Select will start from mid December, and artists will not be limited to any particular genre.

This is not the first time that Pandora has introduced an initiative like this for emerging artists. In the beginning of 2014, Pandora launched AMP, an artist marketing platform, and earlier in 2015, the online radio acquired Next Big Sound, and released its Artist Audio Messaging. More recently, the online radio agreed to the acquisition of Ticketfly, which will connect touring artists with their listeners.