Independent artists have long struggled
to gain recognition and attract an audience. Without
the backing of a major label it can be very difficult
for independent artists to obtain radio play time,
that is, until now. Podcasting a revolutionary
new medium, has opened new distribution channels
for independent artists. Podcasting is the process
of distributing audio files using the RSS format
and has become very popular with the younger generations.
With the use of technology, independent
artists have a unique opportunity available, using
technology they can significantly expand the exposure
of their music.
Why should a musician podcast?
1. Distribution Channel
The power of distribution is no more evident then
when looking at the iTunes Music Store, with independent
podcasts garnering millions of downloads. Notoriety
has been gained and celebrities have been made.
Independent artists who produce podcasts should
include iTunes tags in their podcast feed and
list their podcast in the iTunes Music Store.
A listing in the iTunes Music Sore will significantly
increase a podcaster's exposure.
2. Gain Interest and Fans
Independent artists can attract listeners
by creating a podcast with a music sampling.
3. Send Demos
Indies always searching for the brass ring
or wanting to be signed by a big label can use
podcasts for their commercial demos. Artists can
promote their podcast and direct agents and labels
to the demos as an inexpensive means to get signed.
4. Get Gigs
Night clubs looking for entertainment will listen
to podcasts to find bands or artists who target
their demographic. Clubs will have an idea of
what to expect from the artist. Musicians might
find themselves with additional booking as their
podcast becomes a marketing tool.
5. Promote Gigs at Establishments
Establishments will be more willing to sign artists
who will bring new listeners to their club. Musician
can use their podcast to provide additional promotion
for any booked events. The additional publicity
might be the deciding factor, if the club management
is torn between booking two artists.
6. Build a Community
Developing a community is critical to an artist's
success. Podcasting and consistent communication
with loyal listeners will help encourage and strengthen
a musician's fan base.
7. Sell CDs
Shareware has long been a staple in the software
community, adopted as a marketing method, to allow
users the opportunity to sample software prior
to making a purchase decision. Independent artists
can use podcasting to sell their CDs. Sample music
files or single songs that are given freely will
encourage listeners to purchase a CD with additional
8. Reinforce Listener Loyalty
Loyal listeners or "groupies" who listen to podcasts
will share the podcasts with friends and extend
the bands reach.
Podcasting can be used as an additional vehicle
to announce new songs, albums, interviews or other
information relevant to the independent artists
10. Cross Promo Opportunities
Bands who have a similar genre can exchange adverts
in their podcasts and increase both of their fan
bases. Quid pro quo promotion that costs little
but can result in huge returns.
Independent artists have a unique
opportunity available to them. Podcasting is a
fairly new medium that has far reaching distribution
opportunities. Independent artists were once restricted
by geography, playing at local clubs to increase
their base. Podcasting has no borders.
Producing a podcast can mean the
difference between success and failure for an
About the Author:
Sharon Housley manages marketing for FeedForAll
software for creating, editing, publishing RSS
feeds and podcasts. In addition Sharon manages
marketing for RecordForAll http://www.recordforall.com
audio recording and editing software.