Music’s podcast potential Focus on branding over discovery

20,000 foot view:  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. 

Key insights 

• A quarter            paid music subscribers listen to            daily. But, like music, it            to background consumption            amplifying the            between the two
• Artists can            the script by using podcasts            marketing funnels, using popular podcasts            the new radio interview, or            their own
• Artists with            audiences have a podcast advantage,                       being the largest age group            both music subscribers            and podcast                      
• Podcasts are            at building existing fandom than            only            of paid music subscribers            music through podcasts
• New music            though podcasts is low among            fans, especially pop            country            and                      
• Podcasts allow            to go deeper:            of paid            streamers listen to audio interviews            / or podcasts to engage            artists beyond listening to the           
• Video is            widely used for engagement with            artist beyond their music, and            a third            of paid music            and over half            of podcast            watch podcast videos monthly
• While music            the second most regularly listened            podcast genre for paid music            this segment listens to a            variety of podcasts, indicating that            can use podcasts both to            fans a deeper look into            music process, as well as            share their wider identities beyond            — a key element of            building 

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 , YouTube