As the rise of podcast consumption in Australia surpasses the United States, the UK won't be far behind. Now is a great time to kick off your new music business venture and stake your claim as an industry pro.

According to The Infinite Dial Australia 2022, Australians 18+, monthly podcast listening has hit 40% for 2022, increasing from 37% in 2021. Meanwhile, nearly 71% of the population aged 12+ listen to online audio and music podcasts; they have become a staple in media and entertainment content consumption. As far as we're concerned, this makes music podcasting an untapped source for artists and venues alike. Since podcasts are a series of audio episodes dedicated to particular topics or themes, opportunities are endless. Depending on the length, frequency, format and topic of the podcast, there is the opportunity for exposure within the music industry. Whether you run a new business within the industry, or are a musician looking to reach new audiences, there is a niche for everyone, and you may just fit the bill.

So you run a music industry business…

If you run a music industry business, whether it is in booking or a music label, there are a lot of benefits from podcasting. As a small local music business, the podcast can build your brand and increase the website content and traffic. If your business runs a podcast based on the music industry work that you do. This can include tips, commentary, “How To” episodes, and interviewing or showcasing bands the business works with or wants to work with. As the music industry is a vast industry to be involved in, it is a great opportunity to use your networks and create more networks to help build the brand of your company. Using the networks you have, and expanding those connections can drive a new audience to your websites and social media as the podcast is shared.

You run a small business or it's not in the budget?

Podcasts can be really easy to create and depending on your budget within the business, you can go mental with the set-up if you like. It is as simple as having clear audio through a pair of headphone microphones and editing through free software like GarageBand. Generating interest by sharing on your social media and with your wider community, you can turn this cheap addition to your business into a money-making opportunity. Using sponsorships with other music businesses, ads and even conducting paid interviews can expand the budget of the music industry podcast you create.

But I’m a musician? How does this help?

Although we have touched on why podcasting may be great for a music industry business, musicians are probably wondering, “well how does this benefit me?” Don’t worry, we’ve got you. Music podcasts can be really beneficial for musicians and the exposure of an international audience - something that radio exposure cannot always achieve. Do some research on podcasts that review or interview musicians, and reach out to see if you can secure a slot on one of their episodes.

The music podcasting fanbase

As a distribution channel for your music, take the benefits that come with securing a slot on a podcast like you would a show. Since it creates exposure to a wider global audience, this can expand your fan base and also create a platform for feedback. The Internet always has an opinion, and try to take it all with a grain of salt, although there can be some valuable feedback about a track that you feel is not complete. Ignore the rude comments, but if there is a comment that is a gem, work with it. Feedback serves as a great marketing tool. If there is a mixture of feedback, more people will be interested to hear for themselves and have a listen. With feedback and a wider audience, comes the chance for bigger opportunities. What you may think is a small podcast about music, maybe the one podcast that a large company executive listens to on his commute to work. Any exposure is great exposure. It can be that one opportunity you take that no one else does and can find you in some places you never thought you would be in music.

Get to DIY-ing, just like your first pedal board!

If running a podcast as a musician is more your cup of tea, do as Matty Healy from The 1975 did and create your own show. During the 2020 lockdowns, Matty Healy teamed up with The Face Magazine for a short podcast series interviewing musicians that inspired him. Using your network of other musicians you know, create a music podcast based on musicians interviewing other musicians. Sharing your experiences, live music gigs, and recording, there will be parallels in your experiences, although many funny and interesting stories that come with it.

Tips and tricks for a (music) podcast

When it comes to making a podcast, there are a few things you need to get in order. Choosing a podcast name, show format, style and length will be the biggest working parts of the project. Decide whether you would have a co-host and whether you would conduct interviews with others or if it is a one-person show. Next, planning an episode format is important due to what style of podcast you would like to host. The flow of the show can be managed depending on how many times you post (weekly or monthly) and what styles of episodes you may post. For example, if your music podcast has two show types (one being an interview and another being a breakdown of the current industry news), the formatting would be presented differently. We have put together below an example of the formatting for the two:

Interview episode format:

• Introduction music
• Welcome and summary of show content
• Introduction of interviewee
• Short biography of interviewee 
• Achievements
• Clip of track
• Ad spot
• Interview
• Call to action (plugging the interviewee and your own channels)
• Outro music
  

Music news episode format:

• Introduction music
• Welcome and summary of show content
• Topic of discussion
• Ad spot
• Opinions on topic
• Call to action (plugging the interviewee and your own channels)
• Outro music

Once you have the formatting completed the following parts come easier. Creating cover art, securing podcast guests, submitting to podcast streaming platforms, and show notes will come together easily!

What are you waiting for?

Since podcasting has become the newest way to access audio information and entertainment, fall into your niche and support the music industry more. As we have mentioned, there are a ton of benefits and opportunities that come with running a music podcast. From extra income and ad support to content and global exposure, listen to that voice in the back of your head that has told you before “I should start a podcast”.

And since we're getting technical, check out our "Essential Equipment Guide" to make sure that your live music setup is stage-worthy, and ready to go!