Is Music Radio Dead?

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:

• Film
• 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.

Also, please take a moment to subscribe to my feed. It's free and this will make sure you're instantly updated when I post a new video or other information on licensing music here.

Sign up for my free course on music licensing below.  Not only will you get my free videos that explain how you can make big money licensing your music, you'll also get bonus information, such as the direct contact information for music supervisors that I can't post here. 

Input your name and primary email address below.  That way you'll be sure to stay on top of everything.

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Comments

[Uncle (YouRockRadio) Indie]

If I could.. I would like to counter some of this "Bad News" about radio.

The main issue with radio anywhere is the need for a captive audience. Your car radio is your only form of entertainment if you drive frequently, so simply by lack of choice you can become captured by the medium of AM/FM radio. (You can talk on your phone or whatever, but let's not go there.)

In relationship to the Internet, for instance, and terrestrial radio, you have some surprising possibilities. Even some of the largest demographics in FM radio have only 200,000 actual listeners peak. That is considered a kick ass station. With the advent of social media (Web 2.0) such as MySpace, etc., we have watched these destinations accrue 250,000,000 visitors and probably to the power of 2 just in daily visits.

OK... So the point is obvious. As Internet radio shows we have the "potential" to reach Billions. Terrestrial radio can't touch that. Satellite is Pay-Per-View, so they are limited by design.

People like to listen while they do "things". It is passive to a degree, but subliminal by all accounts. As human beings we cannot always be watching video media, we have a life. (Or some of us do... lol) So in this regard, radio will always have a home. We can listen to our prerecorded media, but let me finish this out and you will see my point.

What made "Radio Stars" in the past was a combination of two things. 1.) Heavy rotation. Hearing the same damn song over and over, while some complain, stars are born! Familiarity is the key to quality exposure. Random airplay on a mindless playlist on some obsure Internet radio site, or terrestrial FM show, for that matter... Is useless. Period. Exposure without data means nothing.

Second... And this is the clincher, the disc jockey format provided a built in salesman for an artist. People want to hear about the exploits of notorious bands, hot female artists, etc., and combining that with the constant rotation and the familiarity... You have created what they used to call a FAN. A real fan. Not someone who listened to you for 10 secs on MySpace and then blasted to the next artist that "Friended" him.

We must, as a society of artists, use these tools that work, have worked in the past, and will continue to work today. The key is recreating the friendly feelings that disc jockeys have with an audience the capability of doing, and connecting with the their demographic market to become the ambassador of the music world.

If I could be allowed one shameless plug, might I encourage you to listen to our show? Check out our site and see what I am leading up to? I do believe that this medium will always have a place. Today they are even putting Microsoft and Intel chips in our cars. Very soon, people will be able to listen to us in their car as easily as they do FM right now.

Thanks for publishing this (If you decide to).