Musician podcasts: The future of music advertisements

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Musician podcasts: The future of music advertisements

Musician podcasts: The future of music advertisements

Subheading text
Musician podcasts are a growing medium for record labels to promote their artists.
    • Author:
    • Author name
      Quantumrun Foresight
    • March 31, 2022

    Insight summary

    Podcasts are reshaping the music industry, offering artists a platform to connect with fans, promote their work, and even foster new collaborations. This trend is not only creating opportunities for musicians but also influencing marketing strategies, education, and technology within the industry. From enabling undiscovered artists to advertise without traditional record deals to enhancing the connection between music and listeners through mixed media playlists, the integration of podcasts into the music world is creating a more diverse and accessible landscape for all involved.

    Musician podcast context

    Podcasts have become a mainstream component of mass media consumption, with streaming giants like Spotify signing lucrative deals with creators to obtain exclusive podcast licensing rights. A study by copyright firm Pex revealed that 10 percent of podcasts have always contained a musical element, such as intro music and theme songs. Now, record labels like Atlantic Records are cashing in on this connection by recording behind-the-scenes conversations to give fans context to their favorite music. 

    Many musicians treat podcasting as a critical component of their marketing strategy, resulting in the release of popular podcasts by artists like The White Stripes, Oasis, and George Ezra. Musician podcasts have greater odds of success because they already have a fanbase and support from their record label’s marketing team. A critical decision for many musicians who want to enter the podcasting industry is to either make guest appearances on popular music shows like Song Exploder or launch their own podcast. Either way, musicians often use podcasts to build a deeper emotional connection with their listeners, which ultimately serves as a very effective marketing tool. 

    Music streaming services like Spotify also enhance the connection between music and podcasts by acquiring major podcast companies like Gimlet Media and Anchor. In addition, Spotify is also trying out mixed media playlists, like their Daily Car Mix, which comprises of songs and podcasts. It’s also signed exclusive licensing deals with creators like Joe Rogan to add an element of novelty.

    Disruptive impact

    The increase in these musician podcasts may create a diverse musical niche with solid competition, allowing artists to reach audiences in new and engaging ways. This shift is not only beneficial for the artists but also opens doors for various industries to sign sponsorship deals with popular music podcasts. By aligning with musicians who have a dedicated following, companies can tap into a targeted audience, creating a win-win situation for both parties.

    Emerging artists, in particular, stand to gain from this trend, as sponsorship deals, expanded audiences, and direct revenue may help them rise to fame. Unlike the traditional path that often relies on record deals and extensive marketing, podcasts offer a more accessible platform for artists to showcase their talent. This trend can lead to a more level playing field where obscure artists have the opportunity to succeed without needing traditional record deals. Governments and educational institutions may also recognize this trend as an opportunity to support local talent, fostering cultural growth and diversity.

    Furthermore, podcasts might also help industry outsiders better impact the music community, propelling lesser-known artists to success. This democratization of the music industry could lead to a richer and more varied musical landscape, where unique voices find their place without being overshadowed by major labels. For companies, this means a broader range of artists to collaborate with, and for listeners, a more diverse selection of music to enjoy. 

    Implications of musician podcasts

    Wider implications of musician podcasts may include: 

    • Music enthusiasts gaining access to more in-depth content about their favorite artists and songs, leading to a more engaged and knowledgeable fan base.
    • Enabling musicians with a new outlet to support and promote one another in the same manner that comedians promote each other on their podcast subgenre, fostering a sense of community and collaboration within the industry.
    • Enabling undiscovered artists with lower budgets to advertise their music without using traditional routes like record deals, leveling the playing field for independent musicians.
    • The eventual development of novel musical collaborations or documentation of music production, enhancing the creative process and offering listeners unique musical experiences.
    • A shift in advertising revenue from traditional media channels to podcasts, leading to a reevaluation of marketing strategies and budgets by businesses.
    • Governments recognizing the importance of independent music platforms, leading to the creation of supportive policies and funding for emerging artists, thereby enriching the cultural landscape.
    • The potential for oversaturation of the market with numerous podcasts, leading to increased competition and challenges in audience retention for individual artists.
    • A change in the way music education is approached, with podcasts offering practical insights and real-world experiences, leading to a more comprehensive understanding of the industry for students.
    • The rise of new technology platforms specifically designed to support music podcasts, leading to increased accessibility and potential growth in tech-related employment.

    Questions to consider

    • Do you listen to any music-focused podcasts? Which ones and why?
    • Will the commercialization of podcasting take away from the integrity of musician podcasts?

    Insight references

    The following popular and institutional links were referenced for this insight: