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An Indie Artist Pipeline to Internet Radio
Thursday, May 2, 2013
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What Is Radio Industry Online Content?

It's time to tackle a question head-on. No beating around the bush. No talk (as we often hear from the broadcast radio industry) about creating "compelling" content. No BS from people who claim to have social media understood.

This question is simple: What is the internet radio industry doing to improve its content?
"Ultimately, to draw attention, make sure you are not like every other station."

There are few online stations providing anything resembling "good radio." Given the mixture of audio and the presence of visuals (website), many times a trip through multiple internet radio stations gives a person reason to laugh; this includes visiting the "pros" - radio industry web sites.

Here's what isn't understood by radio executives today - online or off: Content is not easy to produce. Creating programming that is truly different from what is being aired by other stations - in a world where thousands of "other stations" are competitors - requires effort, creativity, and a persistence to constantly improve.

"Effort, creativity, and a persistence to constantly improve." Stop and think about these words for a minute; have you heard them coming from speakers lately?

When thousands of online stations compete for millions of ears, you need programming that's excitingly different. Competing with what is offered by the broadcast radio industry isn't a problem. Long spot breaks, voice tracking, and the constant pounding of promotional liners is easy to beat.

Online you have thousands of radio stations offering nothing more than a jukebox on steroids. This style of radio will never win, either.

With the internet radio audience growing, now is the time to differentiate your station as the one with a "program." Airing content with a purpose happens infrequently, and giving your program a "purpose" is all that you need to pull away from the pack.

Do you air programs that require effort, creativity and persistence? Have you become a production pro? Do you seek out unique artists or interviews? How about investing in audio enhancement packages that give an edge in sound quality and promotion buzz?

Ultimately, to draw attention, make sure you are not like every other station.

The radio industry, be it online or off, has never sunk to such a low quality of programming, so you at least have a low bar to rise above.

Be persistent. Try new things until response builds. Don't be afraid of being creative. Don't be afraid of failing.

Need help? Start with Audio Graphics' "Intro to Indie Artists" free music programs, or download free songs from unsigned artists at If you don't try either of these, do something - anything besides only playing one-song-after-another. Create audio content to be proud of.

Here are some commercials and creative content that I wrote, produced and voiced. It shows I'm not just talking, but walking the walk. These come from when I was creative/production director at SportsRadio WKNR and producer of the Cleveland Indians & Cleveland Browns Radio Networks. Given the radio industry's new found interest in sports talk stations, I thought these appropriate to use as examples.
:30 WKNR Host Promo
:30 Cleveland Indians' Promo
1:05 - Quick spec - promos & commercials
0:34 - Quick show spec (Ken on-air)
23:54 - Cleveland Indians Feature Program
1:00 - Promo for Radio (download & use if you want)

While the broadcast side of radio has a near lockout on indie artists, introducing music is open wide to internet stations.
Here's a Country artist to consider:
Lisa Mowry - "Some Things Are True"

sample song

Download Song


We listen for songs that evoke emotion; fast, slow, female, male, group, it doesn't matter. When an artist has the power to please, they should be given a chance to be heard.

Give Lisa Mowry - "Some Things Are True" a listen.

Add it to your playlist, free! Such is the new world of music distribution.

The radio industry had its shot. It's time internet radio programmers take a chance and reach into a huge pile of talent. It is there that new hit songs will increasingly be found.

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