the music week... Welcome to Podcast a long shadow
At times lately, it’s felt like more people are producing podcasts than actually listening to the things. But, as streaming companies target spoken word as their next big (and, conveniently, lower-cost-than-music) growth area, it’s clear that the music business and podcasting are having a moment. So Universal Music Group has hooked up with
Wondery to “develop premium original podcasts drawing upon the breadth and depth of UMG’s renowned musical catalogue”. Warner has launched Atlantic and Rhino-related podcasts, while Sony has formed a podcasting JV with Adam Davidson and Laura Mayer. Much of this is presumably about a landgrab: if Spotify is pushing podcasts over music, the labels will want to make sure they have a piece of the action. And artists’ own podcasts can play a key part in positioning: Team George Ezra, for example, will tell you about the vital role his George Ezra And Friends series played in his gigantic second album success. And the format certainly chimes with the biz’s current obsession with ‘storytelling’: creating that elusive narrative that makes fans buy into an artist, not just a song.
But while the financial advantage for the streaming services in replacing music consumption with spoken word is obvious, it’s less clear what’s in it for the industry. So if podcasting is to become an essential component of the music biz content offering, whether it be for labels or associated media, it will ultimately come down to much more direct monetisation. With most audio free, or at least feeling like it through streaming subscriptions, the podcasts that do make money – and there are fewer of those than you might imagine – do so through advertising and sponsorship. Those are areas that some musicians may feel less comfortable about embracing. But the biz also needs to work on getting the consumers to take the leap from listening to a podcast about an artist, to actually listening to the artist’s music and generating some income. After all, content may be king. But so is cash. For pod’s sake, everyone needs to work out a way for both to rule.
Mark Sutherland, Editor
mark.sutherland@
futurenet.com
01.07.19 MusicWeek
frontline
04 The Big Story National Album Day: the sequel 06 News 10 The Playlist 11 On The Radar New Yorker Amber Mark 12 Sync Story 14 Hotshots
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16 22 Podcasts
Exploring the booming business of music podcasts 26 AEG Presents Inside this year’s All Points East and BST Hyde Park festivals
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Cover story Ms Banks & DJ Semtex
Hitmakers Johnny Marr on Get The Message
32 Viewpoint
Sammy Andrews talks tech giants 33 Charts 49 Archive 50 The Aftershow Beggars Music chairman Andy Heath
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