Hello and welcome to another edition of the Haulix Industry Spotlight series. This column exists to celebrate the hardworking individuals who keep the music industry alive, often for very little – if any – pay, day in and day out. We believe by sharing the stories of those who are actively working in music we can help inspire and guide a new generation of industry professionals to success careers in entertainment. If you have a site, publication, or writer you feel would be a good fit for this series, please do not hesitate to contact james@haulix.com and share your story.
Over the last five years, the two fastest growing trends in digital journalism have been original video content and podcasting. So far, this series has done a fine job of highlighting individuals who saw the demand for video content rising and met it with high-quality results, but it recently dawned on us that we have done a rather terrible job of covering those who exists in the world of internet radio. This post is the first of many in the coming months to focus on individuals working in this area, and I do not think we could have picked a better person to kick things off.
There has been a sharp rise in music-related internet radio shows over the last year or two, but five years ago the market for such programming was relatively non-existent. Seeing an opportunity to reach music fans in a way few had tried, John Rankin launched New Music Inferno as a way to share the music he loved with others, and over time built one of the most engaging outlets for unsigned/independent music on the net. Today we share his journey, and it’s one I guarantee you do not want to miss.
If you would like to stay up-to-date with everything John is working on, make it a point to bookmark New Music Inferno as soon as you are able. Additional comments and/or questions can be left at the end of this post.
H: For those unaware, please state your name, the company you work for, and your role at said business:
JR: Hi Everyone! I am John “J.R.” Rankin. I am the sole owner & operator of New Music Inferno. I book all of the artists,produce the show and promote it all.
H: What was the first album you purchased with your own money?
JR: My first record that I bought with my own money was “The Slim Shady LP” by Eminem.
H: Everyone finds their own way into the music business. What first attracted you to this industry?
JR: I found my way into the music industry, just by being passionate about music. I used to be an F.Y.E. employee and worked there for 7 ½ years. I always would just browse through the random bands we’d get through shipment that most of the people working there(including myself) would have no clue about due to them being newer bands.
H: You’re the first radio host we have featured! Well, are you a radio host? A podcaster? How do you explain New Music Inferno to people?
JR: New Music Inferno is an online radio show/podcast(even though its not broadcasted like a terrestrial station). I consider myself to be both. I used to do college radio. I haven’t had a chance to be on “mainstream radio” but that is one of my goals to have happen with this and my personal career goals.
H: The name New Music Inferno is quite unique. What inspired the name? Were there any other titles considered before you settled on that one?
JR: The name just came to me after the original name had to go do to some negative connotation. The show was originally called The Extasy Drop host by myself under the moniker known as Eron Extacy. The name of New Music Inferno fits so much better and is much more well excepted by industry people around the world.
H: Most the people we’ve spoken with started a site to share their thoughts on music with the world, but few have gone so far as to use their actual voice to share said thoughts. What inspired you to start a radio show?
JR: I was always interested in doing radio as a career and I knew I needed to somehow get my name out to the world. It’s been a slow process but been very pleasing to me and to many of my guests as a lot of them enjoy coming back onto the show to chat and have fun.
H: Did you ever consider a companion website? If not, do you foresee NMI evolving in any way in the years ahead?
JR: I actually did have a website of newmusicinferno.com for about three years but couldn’t really get anything started with it due to time and money. I had done some reviews of records and had some friends do some too but nothing really came of that site. I wouldn’t mind returning to that some day in the future. I do see New Music Inferno evolving in the future. I would love to see it get syndicated on local radio stations and not just online. It would be amazing to see that these small unknown acts that I have on get some recognition somewhere they never thought they’d be found.
H: You’ve featured a number of young artists on your program. Where do you turn when hoping to discover new music?
JR: A lot of my finding new music is by chance. I get about 30-50 emails daily from publicists regarding their clients possibly landing a spot on my show. The television show on NBC called The Voice has helped me to have some of their contestants and “rejects” on my show and I really love learning of new music from them. I also read Alternative Press and learn a lot of bands from their due to album reviews & the AP&R section. Finally some bands are just random due to Twitter adds and I check them out via Facebook.
H: Let’s turn the tables and say people are coming to you. What advice would you offer artists to help them stand out from the competitors vying for your attention?
JR: This is so tough to answer. I feel the most common answer but the best advice I can give to them is: “Be yourself and just keep practicing.” Some bands I have seen out there in the “scene” are trying to be a lot like other bands that are already successful and that where the downfall of bands can begin besides the relationships within the bands. Don’t try and be like anyone else out there already, no one will sign you unless you have some bigger and better than what is already out on the mainstream.
H: Internet radio has become increasingly popular in recent years. What is it about the content offered by New Music Inferno that gives you an edge over the competition?
JR: The opportunities that are given to both fan and artist gives me the edge over the competition. A lot of shows or sites really don’t give the fan the opportunity for them to interact with artist or vice versa. It is my utmost important to make the listeners and artists happy(smiling through the phone) or laugh on air. It makes it easy for everyone and the vibe of the show goes smoother if everyone doesn’t feel like its going to be a mundane monotone interview.
H: You have done a lot of interviews on your show. Who have you yet to feature that you would like to interview?
JR: There is definitely a list of musicians that I haven’t interviewed that I would love to have on the show and put them in the proverbial hot seat.I would definitely branch outside of the music realm as well to cover some entertainers(Adam Scott, Nick Offerman, Aziz Ansari) or film directors(Kevin Smith). The list of musicians include but not limited to: Staind, Adam Levine, Gavin Degraw, Jason Mraz, Pearl Jam,Taking Back Sunday, John Mayer, Eminem, Jay Z, & Justin Timberlake.
H: I do not know of any advertising associated with your program. Have you monetized your efforts with New Music Inferno? If not, will you?
JR: The deal with advertising is tough for me. I really want to have businesses to advertise/support but every time I try to get someone they back out for some unknown reason. I’ve tried local businesses or even people who do their own selling of products(ThirtyOne or other companies) and no one took a bite. I wouldn’t mind bands either doing ads of themselves for the show. I do make a little bit of money on the side from the website due to a built in ad revenue that is built into the Blogtalkradio website.
H: Some people believe there is no need for critics in the digital age. Do you agree? (Support your response)
JR: No,I fully disagree. Without critics everyone would be just full of pent of anger. Everyone has an opinion and its good to read what people have to say for the better or worst. I have an opinion and I give it to people all the time even if its the truth it will hurt.
H: When it comes to receiving music for feature consideration, which services do you prefer and why?
JR: I really enjoy receiving the music through Haulix or WeTransfer. These two sites are the easiest and seems like most of the people who send me music use them. I also don’t mind just receiving the music in just individual emails in MP3 format from artists themselves.
H: What is the hardest part of this ‘job’ you’ve made for yourself?
JR: Honestly… The hardest part is not having enough hours in the day to have everyone on the show. I know not everyone is top material or peoples’ choice in music but I just love how people express themselves in music.
H: If you could change one thing about the music industry, what would it be?
JR: I would change the format of the whole radio station world. I mean there are millions of artists out there and not just one song by them. We shouldn’t be a “single-based” community. Artists are out there busting their heads in to make a complete record for you to listen to and it should all be heard.
H: What is your ultimate career goal?
JR: My ultimate career goal would to take my show and do it for a living. Get it heard on mainstream but break the mainstream rules. I am no Howard Stern but sometimes I push the boundaries.
H: Before we let you go, can you tell us a bit about what you have planned in the months ahead?
JR: In the months ahead, I have planned the annual Holiday/End Of Year Special. This year it will be happening on Dec. 12th @ 5pm est – 7pm est. This is where I have past guests from the year come on to spread holiday cheer and possibly give away some merchandise. I also just plan on having the most fun and exciting interviews with some of your soon to be favorite artists. I just want to thank everyone at Haulix for this opportunity and all my friends(I have no fans) for listening into the show and supporting the global music community. If anyone wants to chat with me they can message me on my personal twitter @jrnmi or on the show’s twitter @newmusicinferno. Hope everyone has a great day and remember support your local music scene.
