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A New Take on Radio

A musically inclined entrepreneur thinks outside the box.

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This story appears in the December 2008 issue of Entrepreneur. Subscribe »

As a musician, marched to his own beat. Now, as an entrepreneur, he's creating a beat that others are rushing to follow. As founder of , a personalized internet radio service based in , , Westergren, 43, has struck a chord that resonates with its more than 15 million registered users and expects to bring in nearly $25 million this year.

At pandora.com, users create their own internet radio stations by simply selecting a song or artist. Pandora then studies approximately 400 musical attributes of each user's favorite and automatically creates an ongoing playlist of other music featuring the same qualities.

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