Upon leaving Berklee, I did what most Berklee alums do: I moved to LA. Out in California I got a crash course in the (somewhat) early days of Internet radio. Over a 2 year period, I programmed the following genres: Classic Rock, Heavy Metal, Classical, Country, Freeform, 70s Pop, 80s Rock, and a bunch of special themed stations and broadcasts.
Before Google Analytics, and before MySpace and Facebook, and when many folks were still using dialup connections, Internet radio was the great future savior. Unbound from issues of geography and expense (transmitters ain’t cheap, you know…), Internet radio would change the way the world listens to music.
To a small extent, “they” were right. Internet radio is a curious phenomenon that hasn’t quite reached its maturity. And as the virtual playing fields have leveled, it seems like anyone can have their own station, podcast, and bully pulpit to iShout from. But the more I see radio stations creating their own streaming broadcasts, they seem to forget what made FM radio interesting. More importantly, a recent Bridge Ratings study yielded the following data:
- 77 million Americans will listen to Internet radio streams (on both computers and mobile devices) by January 1, 2015.
- Based on interviews which measured satisfaction and fatigue levels, we are projecting that by that date the percentage listening to AM/FM simulcast streams will fall to 81% while those listening to Internet-only radio streams will increase to 72%.
- The percentage of streaming listeners for AM/FM simulcasts and Internet-only will reach parity by the end of 2016 (77%).
Those’re some serious numbers. In essence, Internet-only broadcasters will soon be on equal footing with their FM brethren. In order to be successful, the quality of what’s being broadcast on the Internet needs to equal or exceed what the big guys are coming up with.
Here then, from my experience, 10 Commandments for successful Internet broadcasting.
- Remember that people are listening. And just like traditional radio, obscurity of material and reference are dangerous.
- Because you can play anything doesn’t mean you should. While you may love that obscure, REO Speedwagon b-side from 1983, does anyone else?
- Context matters. Have some kind of relevance for what you’re playing.
- Have a personality! If people want to just listen to lots of music, they have iPods. Or JackFM.
- Engage with your listeners! Create a conversation that people want to participate in. Call ins, requests, contests, themed broadcasts, anything to make what you’re doing compelling.
- Make sure your broadcast is listenable: quality equipment, broadcast at a decent rate…
- Be licensed. Despite all the recent commotion, it’s very easy to be licensed through SoundExchange. And it helps compensate the artists whose music you’re playing. And you won’t get sued. A small, but important detail…
- Have enough material. If all you have is 4 hours of material repeating 6 times per day, you’re gonna get stale fast.
- Do your homework. Is anyone else doing what you do? Do you provide a new or interesting spin on your subject/genre/style? If the answer is no, do more homework…
- Be visible! Make listening to your broadcast as easy as possible. If people have to search to find you, they won’t.
