has been doing a lot of outreach to podcasters, and tells me that he's getting a really positive reaction and lots of good results. He suggested to me that he'd be happy to write a "how musicians can self-market their music to podcasters" and I agreed, that this would be an excellent idea.
So, here are Chris Juergensen's real-world tips on self-marketing your music to podcasters:
Marketing your Music Through Podcasting
Podcasters are looking for podsafe music for their
podcasts and this offers you a cost effective method to market your music.
Podsafe music, by the way, is music that they can legally play without having
to pay a performance royalty. Keep in mind, by offering your music royalty free
to a podcaster, this does not mean that your music is royalty free for anything
and everything, only for podcasters. Being signed to Magnatune, your music can
already be used free of charge by podcasters but there are some simple steps
that you can take to help get your music included in podcast programming. With
a little bit of time an effort you may find yourself being promoted all over
the world.
What is
a Podcast?
First off, let me explain a little bit about what a
Podcast is. Podcasts have only been around for a few years yet millions of
people have heard one. Basically podcasters create a thirty-minute to one-hour
internet radio program that can be downloaded and listened to at the listener's
leisure. A constant internet connection is not necessary. A podcast can be
listened to directly from ones computer or from his or hers iPod.
As I said, podcasters are looking for podsafe music, music
that can be broadcast without having to pay a royalty. One would assume that
both the paperwork and the financial obligations of playing music that is not
royalty free is a hindrance. Regardless, podcasters are not looking for typical
commercial music. They are looking for new music, music that their listeners
have not heard before. Let's face it; if the listener wanted to hear platinum
selling hits, they would prefer FM radio. They want your music but may not know
where to find it.
The Podsafe Music Network
The main site that offers royalty free music to podcasters
is the Podsafe Music Network.
You can upload your music free of charge and when a podcaster finds it, listens
to it and decides that he want to play it, can download it and use it on his podcast.
He will also most likely link to your site, a form of proper internet etiquette.
I would suggest that you go to the Podsafe Music Network site and upload your
music as soon as possible.
Although the Podsafe Music Network offers a very valuable
service free of charge, there is one drawback for the podcaster, and this is
where Magnatune comes into the picture. You see, any artist regardless of the
quality of his or hers music can use the Podsafe Music Network as their
distribution tool. What this means is that the podcaster has to sift through a
lot of music to find what he feels appropriate for his podcast. In my various
communications with podcasters all over the world, I generally get the sense
that they are frustrated with the amount of effort it takes to find music that
they feel works for their podcasts. This is why Magnatune is perfect for
podcasters.
Magnatune and the Podcaster
Magnatune has taken care of this problem for the
podcaster. As you know, you as a Magnatune artist were picked from hundreds of
submissions. John Buckman filtered his artists to make sure a minimum standard
quality exists. Feel confident that your music is high enough quality for the
podcaster. I must stress however, as an independent artist you must be
proactive in your efforts, do not wait to be approached, do your own research
and submissions.
Locating Podcasts
First you must locate podcasts that work well with your
music. I can't stress this enough; you must get to know the podcast and
podcaster by listening a few times at least. If you like the podcast, know the
podcaster by name and feel confident your music works well with the podcast,
you are ready to submit. You can locate podcasts by a few different methods.
One is by simply doing a search on your favorite search engine for; "your genre
+ podcasts," in my case: "Blues + Podcasts." This will give you plenty of
places to start listening. You can also search podcast directories like:
- thepodlounge.com
- podcast.net
- podcastdirectory.com
- podcastalley.com
- podshow.com
Submitting your music
As an independent artist you should know by now, unlike
what I call the "commercial music business," things get done on a personal
level regarding the "independent music business." We like to work with each
other on a first name basis, like making friends and need and want to include
these friends in our business network. This goes for the podcaster also. After
you find his or her site, listen to a few podcasts, if you decide to offer your
music you should do it by e-mailing him first. Make sure to read the submission
policy if one is available on the podcaster's site. Take the time and search
for it. If the podcaster specifically requests a CD, send one. I have found
that unlike commercial radio, most podcasters will be perfectly satisfied with
a high quality MP3 but don't assume such. When you are ready to submit your
music, follow these guidelines in your e-mail:
- Include his name; you will most
likely have to listen to the podcast to make sure. "To Whom it may Concern"
works fine for the "commercial music business" but not here.
- Explain who you are and what your
music is about.
- Explain that you are signed with
Magnatune and that your music is free of charge to him for his podcast. Give
him the login information for downloading your music from magnatune. Explain
that he can download MP3s or WAV files. If you don't know the login information
for your music, e-mail Magnatune and get it. Include it in the e-mail.
- Explain to him that other Magnatune
artists are also available free of charge to him and that all the artists are
hand picked from submissions. I actually suggest a few artists other than
myself.
- Offer to link to his site form
yours and to include any podplay in your newsletters.
- Attach an MP3 also. He is more
likely to listen to this first before deciding whether or not to actually
download your entire CD. If you don't have an MP3, download it yourself from
Magnatune using the same login information as above.
What you should expect
I received prompt and courteous replies from every
podcaster I submitted my music to. Yes, every single one. I am confidant that
if I sent a CD and letter to every commercial radio station in the United
Sates, I would still be waiting for replies that would never come. And have
been included in every podcast that I have submitted to, with the exception of
one (who may include me in a future podcast).
If the podcaster plays your music, thank him from the
bottom of your heart in a follow up e-mail. Remember, podcasters and
independent musicians must work hand in hand for both to be successful so treat
the podcaster in a respectful manner and value your relationship with him.
-Chris Juergensen
A few weeks ago, I announced a simplified music browser at
Magnatune musician 
Next up for Magnatune/mp3tunes is providing all of magnatune's 128k mp3s through their sideload 
