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Pandora.com is a popular Web site that recommends music to registered members based on their personal tastes. Professional musicians at Pandora first classify songs according to 400 different attributes. New users then create their own music radio station. After entering a favorite song or artist, Pandora plays songs on the personalized radio station that have been assigned similar attributes. A 'Guide Us' button is used to signify whether the user loves or hates the recommended song or artist. Members can skip through songs, add them to a favorites' list, or buy them from Amazon or iTunes. The Web site's interface is pleasant to work with, featuring volume controls, sharing capabilities, and favorites' lists. Most Pandora members view the music service in positive terms, saying that they are able to discover new music they like for the first time in years. All major music sales sites, including Amazon and iTunes, offer music recommendation engines. There are also independent recommendation engines, such as Goombah, Upto11, ChoiceStream, and Last.fm. Pandora's founder Tim Westergren launched the Web site in November 2005. Its chief executive officer is Joe Kennedy. Approximately $20 million was raised during two financing rounds of venture capital.
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