Zane Lowe's interview given to the LA Times (link doesn't work in Europe guys but google ZANE LOWE LA TIMES) sparks all sorts of points that I break down for you below. (Zane Lowe, radio DJ on Apple Music).
Being a VOICE rather than just a SOUND.
He very smartly says how BEATS 1 is the only "VOICE" in streaming. He likens it to twitter more than a radio station. These insights confirm the following for me:
1. Pre-promotion is in fact redundant when Artists have social media and direct fan communication. This we know. Likening BEATS 1 to twitter tells us how immediate platforms now need to be - as well as how close to their listener/viewer in engagement terms;
2. Broadcasters are indeed changing and their presence on social media especially youtube tells us again that bitesize content is all viewers have the attention for. It's not so much the broadcaster that a viewer or listener now tunes into - it's the personality and the way they do indeed move the needle. Zane Lowe does this by getting close and personal with his interviewees simply by LOVING THE MUSIC - his niche. Simple.
3. Being a VOICE in any medium is pivotal to garnering the kind of cult following and strong brand identity required to not only change an industry but to forge new paths within it. Streaming was new at one stage, podcasting (especially video podcasts like my own) is now a go-to choice for many where it's not necessarily the personalities or the star power but more so the opinion/commentary/content that pulls people in. Therefore being a VOICE rather than just a SOUND is necessary for a streaming platform (for any platform really) to compete. I'm not saying that personal brands and persona don't play a part. They do. But more in line with the VOICE. (Brand Voice as I refer to it in my consulting and coaching).
This should light all sorts of light bulbs for you as a creative, entrepreneur, thinker etc etc. How are you becoming a VOICE in your industry ... in your lane. Rather than just another sound.
The media landscape is EVER CHANGING. Clues are everywhere. It's really important we pay attention to new specialisms and industries forming and establishing roots - thanks to the internet.
Comment and contribute with your opinion. Let's talk. And don't forget to DM me on insta.
Much love to you today. Serena :)
I VLOGGED ABOUT IT HERE: