This is going to sound a bit strange, but I have had a lot of music business executives come on my radio show and tell me that radio is dying...at least when it comes to music.
Found an interesting video clip from 1982, which talks about the subject...
Of course, the focus above is the switch from AM radio to FM. However, I'd argue that we're seeing the exact same thing happen right now, with a switch from broadcast to other radio distribution methods, such as satellite, cable, and Internet.
Options are always a good thing when they're yours, and it's great to have various distribution methods for a medium such as radio. The problem is that there are only so many people who actually like radio and, when you have thousands of choices to listen to, the audience is split thousands of ways. That wasn't the case when broadcast radio was all we had, and our choices were limited to whatever was on an AM or FM dial.
Check out the video at 3:40, where WABC's Ron Lundy says, "I don't think there will ever be another radio station that will ever come close to being as big as we were."
True. And the issue isn't just the new options on broadcast radio. Those 6,000,000 listeners are split between online stations, satellite, mp3 players, and who knows what else...
That's not saying that broadcast radio is totally gone. It's the only format that is in the hands of almost everybody. Even the poorest of people in this country can afford a $10 radio. And even somebody who is afraid of new technology can figure out how to turn it on. You plug it in, you get music...or talk, or sports, or whatever. There is something to be said for the simplicity.
Because of how little it costs to receive and its ease of use, until something can compete on these issues, broadcast radio is here to stay and has the largest audience of any radio delivery system right now.
Here's the problem...
As was mentioned in the video, many broadcast stations are going to a talk format, or sports, or "syndicated formats" which broadcast the same "station" in multiple markets and don't play any new music. And most of the stations which do play music have a small playlist, often times based on programming consultants who are concerned with how they can increase ad revenue more than being a benefit to local community or upcoming musicians.
And even if you can get on a broadcast station, the number of listeners are down. If it worth all the trouble you have to go through?
The good news...
You have more options for your music than ever. Radio isn't the only way to get the word out about what you're doing. In fact, there are options available to you, the independent musician, songwriter, or band, that actually give you more publicity (and royalties) than broadcast radio.
Yes, I'm talking about licensing your music to:
- Television Shows
- Video Games
While the audience for broadcast radio has been shrinking, the audience for these things has been growing. In fact, by 2011, the video game industry will be larger than the music industry.
I can help you to get your music licensed in film, television, and video games. In fact, I can help you make a lot of money doing it.
I just released a video course which explains the opportunity you have right now and how you can cash in big time. If you want it, input your name and primary email address below and I'll send it to you free, as my thanks for reading this blog.
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