Saturday, February 04, 2006

Podcasts for clubbers

Podcasting is catching on in the clubbing world. Pete Tong has one, as does the big Aussie clubbing site: Inthemix. Is podcasting the future for dance music? How can the clubbing industry use it as a marketing tool?

Podcasts and their predecessors have been around since broadband made uploading big files possible. Bedroom DJs made their mixes and posted them on clubbing message boards. When podcasting came along the same DJs started using it.

The problem was that it was illegal.

While nobody bothered to sue bedroom spinners, the big player couldn’t get involved. That is until Pete Tong used the clout of a major label and some clever legal trick to create a loophole.

He tells us more about it our interview with him on podcasting dance music.

So now big clubbing names can get involved it has the potential to be used as a marketing tool. According to the Long Tail theory, podcasting (among other things) will create thousands of tiny niches of like minded people. ‘Clubber’ will become a dead term as people define themselves more specifically through their likes and interests.

That means that club promoters and record labels can use podcasting to promote to clubbers in a highly targeted and highly effective way.

For example, imagine if Godskitchen ran a HiFi festival podcast. They would know anyone who subscribed would at least want to go to the festival. They could broadcast adverts for travel deals, merchandise and practical stuff (like tents). Heck, they could even advertise other festivals. The Hifi festival wins because it improves its brand and makes some extra money from targeted adverts. The clubbers win because they get good deals and a good podcast to listen to.

Take it smaller. A local club night produces a podcast. Everyone who subscribes is a potential customer through the door and will want to hear specific targeted messages like discounted entry or adverts for the local record shop.

It’s good when everyone wins like that, don’t you think?

Podcasting has a long way to go before it becomes mainstream, but if it does then it has the potential to transform the way clubbing is marketed.

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