| Monday, June 17, 2013 |  |
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A New Breed of Indie Artists
Free Music and Programs for Radio and PodastersPick a Radio Station, Any Station
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It's almost humorous. Try to tabulate the number of audio options for people today. I'm open for challenges on this, but my take is that there's no way to know how much competition is facing the radio industry - and, by "radio industry," I'm lumping broadcasters and pureplays together. No matter how you define it and no matter how you defend it, with few exceptions, nearly all of what's presented as "radio" today can be put into one of two silos: Music or Talk programming. Broadcaster still claim "local" as its trump card, even with extensive proof that consolidation has increased centralized control (as we see at Cumulus). |
"...there's an undeniable drop in interest from those under 35. Like the 'Music of Your Life' format, it's only a matter of time before the masses who tune into terrestrial stations dwindle to a small group of old people who will never give up their push button radio." |
On the internet radio side, pureplays are becoming so plentiful as to make finding a solid leader similar to a walk down the cereal isle of your grocery store. If your brand is not a consumer's favorite, good luck in being picked.
The long tail of pureplay and broadcast online stations stretches to an infinite source; to think consumers are not sampling a multitude of options means you're operating with blinders - myopically focused on whatever your radio industry leaders want you to believe.
iTunes Radio was announced last week amid a chorus of journalists speaking of it being competition to Pandora, Slacker, Spotify, Rhapsody, Rdio, and a number of other players. You now even have a new MySpace Radio on the list.
The broadcast radio online venture that I missed seeing in an article related to iTunes Radio was iHeartRadio. Possibly because, despite the promotional power of Clear Channel's 800+ radio stations, iHeartRadio is still a blip on the Google "trends" radar.
In what I consider to be the best example of transition relative to a shift in listening patterns, view these pictures representing the twenty short years after the introduction of the automobile (click each to expand).
 1900 |
 1910 |
 1920 |
We are at the beginning of the consumer learning curve where alternative audio options are being understood, and familiarity becomes less important.
The broadcast radio industry is not going to die off for a long time, but it eventually will after those who grew up listening to AM/FM signals do. There's simply not enough being presented to the audience over-the-air to keep youth intrigued.
As for pureplay radio industry sources, unless they begin using data to aid advertisers, very few companies will reach the scale required to generate profit - and that's only if a reasonable music royalty rate is reached. If Pandora wins its upcoming court battle after purchasing its South Dakota broadcast station to qualify for a Radio Music Licensing Committee (RMLC) license, look for every major online audio service to duplicate the act.
For the die-hard broadcaster, the one who believes local audience and advertisers would never leave: Choice is becoming so large that the shift to streaming audio will be nearly complete before most cars have factory-installed digital entertainment systems.
To give an example of what's out there today, view the following stations appearing at Audio Graphics' own RadioRow - a minor player in this combined radio industry. Each is accessable in the car.
If you still want to claim there's no competition for broadcasters, that's your choice. But all it will do is remove you from consumers' future audio habits.
Pick a station, any station. Everyone now has more than juat a few to choose from.
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Today's indie artist introduction to internet radio is...
| New Pop from Lauren Peterson |
 sample song |
True Love Download Song
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Give Lauren Peterson's "True Love" a listen.
Add it to your station playlist, free! Such is the new world of music distribution.
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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