Pandora Media Inc (NYSE:P) and Real Industry Inc (NASDAQ:RELY) have announced a joint effort through which they will work towards empowering future music marketers to work towards a social impact.

The partnership between the two firms will work towards encouraging students at five universities in the U.S to use the power of music to create awareness about societal issues. The idea behind this campaign is to encourage a culture through which future music marketers can drive towards social impact. The campaign will be part of the Pandora Challenge: Music & Social Impact program which the company launched on Monday.

“The Pandora Challenge is a unique opportunity for students to develop real-world artist marketing campaigns that support and drive awareness for important social causes,” stated Real Industry founder and executive director, Jay LeBoeuf.

Alex White, Pandora’s chief of the Next Big Sound division described the love and energy that students usually have for music is an interesting and powerful combination. He also added that his company’s partnership with Real Industry will make it possible to harness that combination and put it to good use while also providing the students with knowledge and experience. This will be a significant stepping stone for them as they kickstart their music careers.

Students who will participate in the Music & Social Impact program will get a chance to use Pandora’s Artist Marketing Platform (AMP) as well as data provided by Next Big Sound to leverage the power of music so that they can run social awareness campaigns targeting people battling cancer, LGBTQ equality and musicians or students in communities that are underserved.

Pandora and Real Industry kicked off the program on October 4 at the University of Southern California and there was a significant turnout with more than 400 students taking part. They plan to host the program to four other universities to carry out the same mission. The program was also launched at the Middle Tennessee State University (MTSU) on Monday. The rest of the events are scheduled for October 11 at New York University and the University of Massachusetts on October 21.

Pandora stock closed the latest trading session on Tuesday at $1.70.