What Have You Changed Lately?
It's tough to get away from the simple fact that our world is changing in dramatic ways, across a multitude of disciplines. Set aside personal changes and focus on just those affecting your career. There are dozens of things that you should be doing differently now than just five years ago.
Disruption is more prevalent today than at any time in my memory. For everyone over their mid-thirties, my money is on you claiming the same.
|
If you've not yet reached the mid-thirties there's a strong chance that you grew up with what we older folks view as "constant" change: digital's wide choice, having knowledge at your fingertips (or voice) and easily reaching everyone in your social network. Youth view change as intuitive. Older folks force themselves to learn "new," or hasten their falling relevancy. |
I have a "new" to share, though it still has a couple of kinks to work out. I want to bring it up because it's where my feet are firmly planted, and in six months it will be my total focus.
My change involves three areas of music: 1) indie artists; 2) independent radio stations; 3) people who like discovering new songs.
Given that the Copyright Royalty Board recently issued a decree that removed a lower performance royalty rate for internet radio stations, we have a new disruption. Small stations cannot afford royalty rates in the hundreds of dollars a day.
Artists may think this a win, but fewer stations will be playing new artists if they have to pay the same royalty rates to them as they pay established, "drawing" acts.
As more small stations fold, fans will find discovering new music more difficult. Established, larger stations won't be taking as many chances on those unknown acts.
All three groups lose, so here is my solution.
Time Spent Listening (TSL) is weak. Attention spans are shortened. Podcasts? On demand audio sites? Both provide a move in the right direction but they are all that exist on the audio side, which is why Audio Graphics is launching "Music Short" - an audio player designed to deliver brief moments of new music.
|
Music Short contain songs from artists who have signed waivers at Audio Graphics' RRadio Music. Stations and fans may now use quality, curated songs free. Artists receive exposure. This "change" in how music is delivered helps three groups, and revamps the way RRadio Music has been operating since 2004. I'm still working kinks out of its social media function - FB has always been problematic - but it won't be long before all works well. Stations will receive free, short-form programming and individual songs; artists are placed in front of programmers (and fans who are looking for new sounds), and the general public can easily dip into an assortment of options for song discovery. Dramatic change is required. With audio players being the distribution vehicle addressed to individual fans and stations, we have a new way for artists to gain exposure that's not yet being covered by online radio or artists. (Podcasts, due to performance rate issues, are mostly spoken word programs.) What have you changed lately? We may all do good to follow the lead of John Oliver, who is fast becoming an improved form of the excellent commentary John Stewart created. Using solid research, they both have changed our news and comedy. Now it's audio's turn for change: Sample our Music Short distribution. Alter how you present music and radio programs. You don't want to continue doing things the same old way. |
|
Tuesday, March 1, 2016
Today's artist introduction is to Country from Nicki Gillis.
Give "Leavin' You For Myself" a listen.
Stations: Add it to your playlist, free.
