As the lights of the strip ­glimmer below, Pandora co-founder/CEO Tim Westergren stands before two dozen advertising executives in a 61st floor suite in the Cosmopolitan of Las Vegas. It’s the first day of 2017’s Consumer Electronics Show (CES), and he’s pitching Pandora’s new direction.

Pandora has pulled the curtain off of its all-you-can-eat streaming service, called Pandora Premium, expected to be released in the first quarter of next year.