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Brita allied with Shazam to promote its Brita FilterforGood Music Project and to give fans of US band Train an exclusive opportunity to hear the new album, California 37, prior to release, writes Mark Terry. During the Brita campaign TV spot, viewers were prompted to use Shazam to tag the ad to get a link to listen to the new album, plus also get further information on Brita’s FilterforGood Music Project, an initiative to get bands and fans together to reduce bottled water waste.

Pandora has partnered with Intel to launch Inside The Music. What is it? The new programme explore six musical genres – rock, R&B, electronica, rap, country and classical – and the unique characteristics of each genre as they are categorised within the Music Genome Project, Pandora’s ‘taxonomy of musical DNA’ – the online radio outfit’s music analysts have spent the past dozen years analysing tracks one-by-one, identifying up to 450 musical attributes per recording.

A Canadian pastor has taken Coldplay lyrics to heart and soul, dedicating his Sunday sermon to the British band. John Van Sloten of the New Hope Church in West Hillhurst, Calgary, drew on a number of Coldplay songs to demonstrate the music’s link to the Bible – Us Against The World, for one, uses the word ‘Amen’, writes Maria Stadmueller.

Music-licensing outfit AudioSocket is partnering with crowdsourcing agency Mofilm so that filmmakers in the Mofilm community will be able to plug into a MoMusic platform and directly license music from the Audiosocket catalogue, which features tracks from independent bands and composers.

Swedish rapper Adam Tensta has joined forces with digital agency R/GA to roll out the One Copy Song Facebook app which allows just one person at a time to listen to the artist’s new track. Facebook users can also watch the progress of the song on a map as it works its way through a global audience.

Online fashion retailer SSENSE has joined forces with Iggy Azalea, FKi, and Diplo on their latest release, I Think She’s Ready, to produce a shopping-enabled music video. In the clip, the artists wear clothes from the latest collections from fashion brands such as Givenchy, Philllip Lim and Christopher Kane.

Coca Cola has launched its Move To The Beat campaign in Germany, tasking consumers with helping generate a Coke Song for the 2012 Olympic Games in London. Contest entrants need to shoot themselves playing a sport and also record the ambient sounds, such as the ping and pong of table tennis. Then they have to post their clips on the brand channel on MyVideo.de.

Listener hours for online radio outfit Pandora in March 2012 crossed the 1 billion mark, up from 567 million in the same month last year – a spike of 88%. and the company’s share of total US radio listening last month was 5.8%, an increase of 3% at the same period in 2011, writes Mark Terry. Pandora says active listeners reached 51 million at end-March, up 59% from 32 million on last year.