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How Musicians can Utilize Audio to get Fans | Podcasting for Musicians

How Musicians can Utilize Audio to get Fans | Podcasting for Musicians

– Welcome back to the Burstimo
Music Marketing Podcast. Today we are talking
about just that thing. We’re talking about podcasts and how artists and musicians can get involved with them and use them for self promotion. So kick us off, why should we be using podcasts? – I mean podcasts are
just an amazing piece of content right now that
people are missing out on. It’s so unbelievably popular. It’s so easy to create. It’s so easy to distribute. And I think it’s just an opportunity that a lot of artists
aren’t really even trying. We’re seeing artists
assigned to major labels giving it a go and getting
really good success from it. And one question we get asked a lot is I don’t have time to create a lot of content, how can I create it? And podcasts are a
fantastic way to do that, and we’re gonna talk about
that quite a bit today. I think to start off is talking about sort of what are the benefits of podcasting. – Yeah. – For us, we both listen to podcasts, why do you listen to podcasts? – Primarily to learn something or be entertained, or just generally my interests. So if someone I know and follow on social media has a podcast then I will happily just sit and listen to
them talk about anything, or if it’s a topic that I’m interested in, then I’ll subscribe to that podcast. Primarily for me it’s marketing podcasts. I like marketing podcasts and they just talk about Instagram, Instagram stories, algorithms, ads, that kind of thing. So that’s, what about you? – Yeah, I mean same for me basically. I’ve also found that if I really enjoy their content on another platform I’ll quite easily go on to their podcast. So, example of that is Sara Vici. She’s a YouTuber and
she has a podcast series called That Creative Life. And it’s mainly
interviewing other creators. And the reason I went onto that is because she kind of
plugged it a little bit throughout her YouTube series, on her Instagram, and it’s getting to know someone
a little more personally, which I think is amazing for artists because that’s exactly what you want to do for through content. You want to add that personal feel. You want to feel like you have a relationship with your fans. And through audio I
think it’s so easy to do because it feels like
you’re having a conversation with a listener. – Absolutely. And in terms of like, it’s so much opportunity to create that long form content. – Yeah. – I know you mention this
a lot in your videos, and artists struggle to create content on a consistent basis. But being able to sit down and just chat, and be able to take things from it, and then you’ve got a full YouTube video, you’ve got Instagram. To be honest, most of
what we’re talking about is stuff that we’re doing right now. This is our long form content, you’re consuming it. It’s gonna go on to all
of the podcast platforms. Then we’ll take the highlights and they’ll go on to Instagram and then also a video
will go onto YouTube, which you’re probably watching right now. – What I love about podcasts is with other forms of content you have to take someone’s
attention entirely. – Yeah. – So with Instagram people have to sort of just, they have to
be looking at the screen. – Yeah. – So they have to give
it their full attention. Yes some people are watching
TV while scrolling and things, but it’s usually their full attention. But with podcasts they
can be doing anything. – Yeah.
– They can be on the go, they can be in the shower,
they can be driving. – Yeah. – And you may not have
their full attention, but it’s sort of like
having a friend with you, just chatting, and I think that’s an opportunity that a lot of artists are missing because they’re taking
someone’s full attention. And if the content isn’t strong enough, people aren’t sticking around. – Yeah, there’s literally like two things you can be doing that replaces podcasts, is listening to music or
listening to a podcast. Those are the only two things if you’re traveling, if you’re commuting, if you’re on a plane, if you’re just by the pool on holiday. If you’re gonna be listening to something there’s only two things for that space. And podcasts are essentially one of them. And some people say well
they’ll listen to the radio. Podcasts have replaced the radio, and you’re getting a lot more people who choose to listen to a podcast. And the reason for that is, I think you mentioned it earlier, it’s about being niche. And I can choose my interests. If I listen to BBC radio four, I have no idea whether
they’re gonna be interviewing like a guy who owns a vineyard or just some new kind of random like medical- – Like tech company. – Breakthrough. – Yeah it’s crazy. – And that’s not what I’m interested in. So it’s completely niched down. And I can choose exactly
what I want to listen to, the topics, and nothing will ever beat that. – Yeah, I think that’s why podcasts have such dedicated listeners. – Yeah. – Because they’re so niche. Like for example on a radio station, the audience would be dedicated to that radio station always. So for example if you randomly ask someone what their favorite radio station is they’d be like I don’t know radio one? Where as if you said to someone
what’s your favorite podcast and they’re a podcast listener, they would be able to list them. They would know what their
favorite podcasts are. And you’d usually find they’re within kind of the same niches. So for example marketing or tech or whatever your thing is. And I think for artists that’s amazing ’cause you can create
such a niche audience, and they’re dedicated as well as so loyal because with a podcast someone has to physically search for it. There are obviously
things to make it easier for people to discover like the charts and if people are giving reviews you can go up in the charts for your kind of niche area. Quite often people are
searching for that thing. So our podcast is named
The Music Marketing Podcast because if people are
searching for music marketing they immediately come across ours. So I think that’s what’s so amazing, you create something that
people are looking for, rather than Instagram where
they follow you for a reason and then you might post something that they’re not that actually
that interested in and they might unfollow.
– They’re so easy to create. – So easy, yeah. – Like the easiest thing. People say do I need equipment
to start creating content on social media? Do I need a good camera? Do I need a good microphone? Literally an iPhone VI has a good enough, like a good enough microphone to be able to create content. And it’s the easiest thing to edit, it’s the easiest thing to upload. All you have to do is just put an iPhone VI or better in the middle of a table between you as an artist and your band, and just start talking. And if it kind of goes off topic or you kind of forget things to say, you can just cut it and you start again. You can take breaks. They’re easy to edit. As artists you probably know how to use audio editing software anyway. – Probably better than us. – Yeah, probably better than us. We’ve had many complaints about our audio. And also they’re so
easy to upload as well. You don’t have to go through a distributor like you do for your music because obviously you’re not collecting royalties from it. So simply just by going on
something like Buzzsprout, that’s what we upload through. You can get them on all
the platforms you want, whether it’s iTunes or Spotify, or if you want to manually
upload to SoundCloud you can. – Yeah, I think that’s really important what you said about kind of not investing in
that equipment early on. I think a lot of people do this, get all the gear, but don’t have any idea. Like they have no idea
what they’re doing with it, and if you don’t have listeners that’s such a waste of money. We started recording
initially on just a phone. And we’ve only upgraded recently to a better microphone because we have more listeners. And we will eventually
get better equipment when we have more listeners. Yeah, there’s no point
investing in the early stages. And so what can artists be
creating podcasts about? – The topic completely ranges, but I would say that
you have to pick a niche in the early stages. – Yeah. – So unless you have an audience, unless you have an audience
that completely loves you and you’re able to get them tuned in to listen on their commute home in the car and they already want to hear what you have to say. If you don’t have that, I assume you’re an emerging artist if you’re watching this, then I would say you
have to pick niche topics or relevant topics. And what I do wanna start by saying is podcasts are difficult to grow. And you said earlier you’ve
got very engaged audience, the most engaged audience. So one podcast listener is much better than almost 50 Instagram followers in terms of the attention you’re getting, but it’s hard to grow. And you need to just keep going with it and keep growing your subscriber base, and then you’ll find
that the listens go up and up and up. In terms of content, in order to do that, you need to just jump on current affairs, or niche down on some topics that you know people
might be searching for. And then once you’ve got those topics then you can just start branching out and then start maybe running ads or something like that or promoting it on your social media to get people listening about that topic. – I think also if you
have an engaged following on other social media platforms, keep it relevant to that. So for example, obviously our podcast is about music marketing, but so is our Instagram, so is our YouTube. If we start directing all of our followers on other
platforms to our podcast and it was about dogs, no one would care. – Yeah, yeah. – It needs to be relevant
to your brand still. But what I think is really important is what is the quality with podcasts. Because I was listening to this on the Digital Marketing Podcast, and he basically said when they first started creating podcasts
they cared a lot more about the quantity rather than quality, and what they started to realize is they would ask their
followers on Instagram, like oh what did you think of it? And they said oh I listened to this one as the first one and it wasn’t very good. – Okay, yeah. – When someone searches your podcast they’ll listen to the most recent one quite a lot of times, and if that podcast isn’t great they’re not gonna go back and give the other one the chance. And I think that’s a really good point. – That is true. – You don’t think about that sometimes. I think a lot of the time as creators, whether you’re a musician, whether you’re creating
content on Instagram, podcasts, you do worry
about having that constant flow of content. And with podcasts it
can be quite dangerous to just push them out so often because you might end up losing listeners, especially if the topics
do go off your original kind of theme. – And on the same theme as the quality of the content, or sorry quantity, the length of the podcast. I think a lot of misconceptions is the podcast needs to be half an hour to an hour, two hours because that’s what podcasts are. If you’re starting out, you don’t, you don’t kind of deserve a lot of people’s attention. – Yeah, I agree. – So you can do five minute podcasts. You can do 10 minute podcasts and just start the ball rolling there. And when you’ve got an audience you can start making them longer. However, you can cover one topic, say your opinion. You can have three minute
podcasts if you wanted. You can do like three minute
motivational podcasts, and then just keep growing from there. – Yeah, and also base
it around your audience. We started off doing really short ones, like eight minutes, seven minutes, and we received DMs from people being like I wish they were longer. A lot of people said I
listen to them on my commute, I listen to them while I’m at work, while I’m cleaning the house, all things like that, which you do want long form content for. So you can get feedback
from your listeners really simply. What can be quite difficult
with podcasts though is those listeners, you can’t always see who they are. Whereas with Instagram you
can see your direct followers. – That’s true, yeah. – So sometimes you need
to give a call to action. You need to say thanks for listening. If you were listening to this, make sure to drop me a
DM with your opinion. You can even kind of like
run a competition thing. If you might have some merchandise you might say I’m giving
out free merchandise to one of these podcast
listeners if you DM me because then you can see
who’s actually listening, you can get some feedback on it. ‘Cause it can be really difficult ’cause podcasts aren’t like
other social media platforms where you can see those followers. – Yeah. And also we’ve talked about
having your own podcast, but you can also be a guest
on other podcasts as well. – Yeah, yeah, yeah. – There are so many podcasts out there where you don’t even
need to go on a podcast which has a big audience to start with. Maybe someone’s just hired out a studio and is looking for guests on a podcast just to get their own podcast going, and you can go on there and get the footage, get the audio, and put it on your own channels and create content from there. And that is something
that is often overlooked, just being on other people’s podcasts. – Yeah I don’t know if
you think we’ve explained why podcasts are good for artists. And well it’s the same as
all social media platforms, and we push being on as many social media platforms as you can. Obviously we’re a huge
advocate for Instagram and YouTube just because
they’re the easiest content kind of to create on for artists. But with podcasts, as we
said at the beginning, it does create personal relationships, and I think for artists
this is really important because if you have this form
of trust with your audience and you’re not constantly selling to them, you’re adding value, it’s then so much easier to sell. So an example of this is kind of the Blossoms podcast. Blossoms are a U.K. indie pop band. They’re signed to a major label, but they have a podcast
called The Blossoms Podcast. And all they do is sit in a pub and have pub chats. Like that is literally all they do. George Ezra has a podcast as well, and he has really
influential names on there. All of these people, some people would say oh they’re too big to have a podcast, why have they got that? They’re wanting to build
their fan base more, and it’s a fantastic
opportunity to do that. – And you can control it as well. And that is why artists
are going on TV shows. Like they go on, back in the day, like Jay Leno and James Corden and things like that. And they’d go and do interviews to promote what they had, like a single, a new album, a new tour, they’re promoting themselves. But they can’t really control it. They can’t control when they’re on. But the reason they’re doing it is to have a personal relationship, show who they are as people, as well as the music. And a podcast allows you to control that. And like you say have that personal feel. And then you feel like
you know that person. And then when you’re, when you’re kind of
getting off the tour bus and you’re about to go on the stage, and you’ve got screaming
fans between that tour bus and to the stage, that’s because they
feel like they know you and they want to see you in the flesh. So that is just so
important for an artist. – It’s also free advertising space. – Yeah. – So once you’ve created that audience and they are dedicated ’cause
you’re posting consistently and it’s high quality content, you have that space to
promote wherever you want. Obviously you don’t do a full podcast talking about your next tour or your next release if
it doesn’t fit the theme and it’s not adding value to the listener, but halfway through your podcast you might be talking about something, and you can easily fit in the fact that you’ve got a tour. You can easily end the podcast
talking about your music. And one tip I’ve got, which I learned this morning, also from the digital marketing podcast, is if you’re about to end the podcast, but you want to end it
with something good. So say we were about to end this podcast and we said thanks for listening guys, but at the end of it we
actually had one more tip or we wanted to plug something, the majority of people will switch off when you say thanks for listening guys. And I think actually, I
think we do it kind of too. – All the time, yeah. – We’ll say thanks for watching guys- – Even in our YouTube videos.
– Yeah. We say thanks for watching guys, and at the end, the final bit, we’ll maybe mention something else, or maybe we’ll say oh you
should check out this video. We already lost half the people. And I think that’s a tip
that we should probably take on board ourselves. – Yeah, definitely, yeah. And would you recommend
doing a solo podcast, just on your own? – Yeah. I think if you have the ability to. I think a lot of people
would feel uncomfortable. I don’t know how I’d do it to be honest. I think I’d be a bit
uncomfortable at first. I think everyone’s
uncomfortable with podcasts in the early stages because like a conversation
like this we’re having pretty naturally now, but when we first started creating them I did feel, it felt like forced conversation. We’d write down bullet points and then I felt like I was
trying to stick to them, whereas now we do write
like basic bullet points, but we don’t keep to a
script in the slightest. But I do think that as an
artist in the early stages you might want to create sort of an outline script of
what you want to talk about because it can be really difficult talking for like 20 minutes all at once. – Definitely, yeah. – And I think you also need to
be passionate about the topic because with podcasts as well you want to stick to a theme, but say you’ve done four, five already, you might get to a point where you’re like I don’t actually know
what to cover anymore. But if you’re passionate about something you’ll easily be able to have (mumbles). – And once you build that audience, you start interacting with them, you get a feel for what people actually want you to cover as well. So if you’re just
constantly putting things on your Instagram, then of course people are
going to interact with that and tell you what they
want to see more of. – You can also network
by having a podcast. Like you mentioned, you can be guest on other people’s podcasts, but you can also, if you have a podcast that is quite niche, invite other people in. So say your podcast is all about guitars, you can end up inviting some of your favorite guitarists, people that build guitars, people that design guitars. You can literally do all of it and meet some really cool
people along the way. And it’s such an easy way to network. We know how awkward networking events are, messing people to go
for coffees and stuff, it is really hard. So inviting them on a podcast can feel a lot more natural, and you’re sort of giving more to them than you are taking, which I think is a fantastic one. – Just be sure that you’re adding value in your podcast as well. Like if you are trying to promote
it on your Instagram story and say to people to go listen, there’s gotta be a reason
why they’re gonna go listen. You can’t just say go listen to my podcast to listen to more of my voice. It’s not gonna do it. It’s gotta be something where it’s like go listen because you will and receive something. You will hear more about kind of this issue, or you won’t believe kind of what I’ve discovered in this area, something that is gonna
entice people to listen. – Mm-hmm. How would you go about promoting it then? You sort of mentioned
giving something to them, but is Instagram, YouTube,
what’s the platform? – Instagram is good. YouTube is good. So you’ve always got to think about your key words if you are going to go topic based. Think about those key words, think about those kind of key issues, and that will get people
searching for the right thing. So you’re literally gonna talk about topics like animal welfare for example, then make sure that
you’ve got those keywords that people are searching for. So that’s your most organic way and that has caused people kind of discovering you for the
first time on that podcast. Then there’s people who
are already your audience and already following you, so you can simply just
use your Instagram stories to get people across. Like I said, add value. Tell people there’s gonna
be something good there that they should go listen to, and just make sure it’s on all
those major platforms as well and easy for people to
subscribe and listen to. – Yeah I think podcasts are difficult, but I don’t think many artists
are doing it at the moment so the competition is so low. I don’t think many people
are doing it in general, in all industries, people aren’t taking
advantage of it enough. And it’s very similar to a lot of the marketing techniques we give. If you jump on it early you
probably will have more success. Also what I think is
so great about podcasts is you can actually start
generating money from it. – Yeah, it’s true. – So a lot of people that have podcasts that we follow they do sell
their products through it, but they also have specific merch based around their podcast. So David Dobrik is a YouTube, he has a podcast called The Views Podcast, he has merch that’s based around that. You can also get deals with companies that might wanna put like a 60 second integration within the podcast. So say your podcast was about guitars and you had a really successful podcast, guitar companies might
sponsor your podcast. And then you’re making money from that. And we know how difficult it
is for artists to make money so that’s a kind of nother income stream that you could be looking at. – Yeah. I think that about covers it. So thanks very much for watching or listening if you are
listening on our podcast. And subscribe if you’re
watching on YouTube to see more, and we’ll see you on the next one. ♪ I’m invincible ♪ ♪ I’m alive ♪ ♪ I’m alive ♪ ♪ I’m a little invincible ♪
♪ Take ’em all for a ride ♪ ♪ Ima a keepa my head down ♪ ♪ I don’t feel it ♪ ♪ I don’t feel it ♪

8 thoughts on “How Musicians can Utilize Audio to get Fans | Podcasting for Musicians

  1. By the way, Burstimo, don't be ashamed of your audio quality, IMO your audio is excellent because you haven't try to kill that natural reverberation of the room. Many podcasters buy expensive mics but talk too close to them – therefore they sound "right inside of the head" and mics act as a magnifying glass for all those unpleasant mouth sounds. You, in contrast, talk loud and clear and have found the right distance between you and your mic to pick up just enough of the room reverb. When I watch your videos a visual picture and distance matches perfectly to sound "picture" and distance, which is very important (for me), much more important than using an expensive mic. But when you use background music it's a complete disaster for many reasons 🙂

  2. I live in Los Angeles and I suspect an unusually high amount of podcasts are done here. I have been asked to be on a couple, but now I’m thinking I could be doing more to take advantage of it.

  3. A Podcast about guitars would just interest my fans if they Play Guitar…the other ones i Think would not be that interested if it's just about guitars…right?

  4. ive heard of podcasts that are less than one minute each so that they generate more streams. i think if you do an 8 minute podcast, spotify doesnt pay much for that.

  5. This may be a bit off topic, but are there music pr firms anyone could suggest.
    I'm currently looking into view maniac, and megabuzz, but I'm still not sure.

    A video on music pr firms you would reccomend would be greatly appreciated as well.

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