Music’s podcast potential Focus on branding over discovery
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In this hyper-fragmented entertainment consumption space, artists and labels must use every tool available to break out above the noise. Artists must diversify their content to not only promote their music, but to develop their personal brand. Podcasts are an effective vessel to target niche audiences and build a brand, both within and outside of music. Many artists have made their own podcasts or are including podcast interviews as part of their promotion cycle.
Companies and brands mentioned in this report: Alex Cooper, Amazon Amp, Anitta, Bobbi Althoff, Broken Record , Call Her Daddy , Chris Ramsey, Drake, Dua Lipa, Dua Lipa: At Your Service , Future Nostalgia , Grace Keeling, Ice Cube, Jessie Ware, John Legend, John Mayer, Katy Perry, Madison Beer, Matty Healy, Max, Meghan Trainor, Niall Horan, Rick Rubin, Rosie Ramsey, Saving Grace , Shagged Married Annoyed , Smartless , Spotify, Table Manners , The Adam Friedland Show , The Joe Rogan Experience , The Really Good Podcast , The Tom Grennan Phone In, TikTok, Tom Grennan, Wondery, Workin’ On It with Megan Trainor & Ryan Trainor , and YouTube