The link between podcasts and music is growing, with 17% of all podcasts containing music, according to a recent survey.
It makes sense for record labels to venture into the world of podcasting because it’s a new marketing tool which can provide exciting and interesting content for music fans. Imagine being able to hear the stories behind the making of the new album from your favourite artist together with clips of the songs to give a taster of what to expect.
For labels it can be an extra weapon when talking licencing deals with the likes of Spotify and Apple who are continually hot for podcast content.
Many artists are also running very successful podcasts themselves, which is a great way for them to get closer to their fans and sell more of their product.
The podcast economy boom is now so great that not only did Spotify pay $100m to secure the exclusive licensing deal for the enormously popular Joe Rogan Experience podcast, news of the deal added more than $1bn to the streaming company’s market cap.
For musicians, meanwhile, launching a podcast has become a standard part of the promotional checklist, especially following the success of podcasts from the likes of George Ezra, Jessie Ware, Pixies, The White Stripes and Oasis.
From musically.com
