Market Your Band: Start A Podcast

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Did you see the news? Facebook now has their version of Snapchat’s Stories feature, which Instagram replicated just a few months back. Now you can post short video updates – or broadcast live – to your various audiences across multiple social channels. You essentially have to create original content for all three, of course, but it can be done.

In 2017, telling your story – or any story – is key to developing brand awareness. The problem we face now is that most artists are telling their story in the same way. Everyone is offering video updates, often coupled with recurring live broadcasts, and everyone will continue to do so because it works. Video creates a connection with viewers that text updates cannot replicate, which in turn improves overall engagement with fans.

What the vast majority of musicians have yet to consider however, is telling their story through podcasting. Many artists have done interviews, perhaps with multiple shows, but very few have taken the job of telling their narrative into their own hands.

According to a 2016 report, 57 million people enjoy podcasts on a weekly basis, and that number is poised to grow exponentially in the years ahead. The average podcast consumer listens to at least 5 shows per week which, again, is expected to increase.

By starting a podcast now, before it becomes the trendy thing to do, artists of all sizes can forge a new connection with their audience while also attracting new fans. A podcast can be anything you want it to be, but for artists here are a few things they should be:

  • A platform to tell the ongoing narrative of your career
  • Created and updated regularly, on a schedule that does not interfere with time needed for creativity
  • A source of news and exclusive information
  • Encouraging of engagement

You can have guests if you want, but you don’t need them. All you need to do is engage with your audience, telling them about your work and where life has taken you as of late. What was it like to play Grand Rapids last night? Where do you turn when you’re looking for song ideas? 

You don’t even need to answer these questions to have a compelling podcast. You could make a show talking about the places you eat on the road, or perhaps you and your drummer just talk about experiences as humans on this Earth in the journey of life. Be as deep or silly as you want, just be yourselves.

We’ll have a guide to podcasting available soon, but in the meantime this link will help get you started. Good luck!


James Shotwell is the Marketing Coordinator for Haulix. He is also the host of Inside Music, a podcast about the music industry, as well as the Managing Editor for Substream Magazine. You should probably follow him on Twitter.

James Shotwell

James Shotwell is the Director of Customer Engagement at Haulix and host of the company's podcast, Inside Music. He is also a public speaker known for promoting careers in the entertainment industry, as well as an entertainment journalist with over a decade of experience. His bylines include Rolling Stone, Alternative Press, Substream Magazine, Nu Sound, and Under The Gun Review, among other popular outlets.