If promoting an album has always been a complicated task, it has been even more so since the start of the pandemic. Some musicians such as the Foo Fighters adapt by launching their own radio show to publicize their new album to their fans.
After more than three years of waiting, rock lovers will be able to discover the tenth studio album of the Foo Fighters, Medicine At Midnight, from February 5. Dave Grohl and his cronies decided to mark the occasion by launching their own pop-up radio on SiriusXM. A station on which fans of the group will be able to discover musical performances, but also ‘a preview of their new album and the stories behind some of their greatest songs, demos, B-sides and rarities throughout their career of more than two years. decades ”.
“Foo Fighters Radio” will be available on February 3 on SiriusXM channel 105 and its app. Two days after the launch, the American group will reunite for a concert from SiriusXM studios in Los Angeles. Highlight of the show: at the stroke of midnight, the album Medicine At Midnight will be broadcast in its entirety on the radio station. An original way to directly address fans who can no longer see them in concert or on television sets, while standing out in a musical landscape oversaturated by streaming.
To each artist his radio show
Other musicians have already made the choice to turn to the radio to promote their new opuses. This is particularly the case of Gorillaz, which launched its own radio show on Apple Music last October. Each member of the British virtual group had animated an episode of Song Machine Radio, whose programming mixed musical selections, non-musical discussions and special guests. If this radio show was an opportunity to look back on Gorillaz’s 20-year career, it was above all an opportunity to announce the release of their seventh album, Song Machine: Season One – Strange Timez .
Same communication strategy for Bicep, the Irish electronic duo to whom we owe the songs Lyk lyk and Apricots. Matt McBriar and Andy Ferguson share a selection of ‘old and new’ tracks that have influenced them on the monthly show on Feel My Bicep Radio, broadcast until March on Apple Music 1. A way for the two musicians to reconnect with their past as curators of electronic music when they hosted their blog Feel My Bicep at the end of the 2000s, while presenting their latest album to the public Isles.
Radio vs streaming services
If the radio has always been part of the circuit for promoting artists, music streaming platforms have redistributed the cards by offering new media to maintain public interest around the release of a new opus. Rapper Megan Thee Stallion has joined forces with Spotify to present an “in-depth” playlist dedicated to good news, where her fans can discover the album’s 17 tracks and videos detailing her creative process. Other artists such as Taylor Swift, BTS and Shawn Mendes have also used this format. Enhanced Album to highlight their latest news.
To stand out, Apple Music is betting on… radio. Last August, the American giant renamed its flagship station, Beats 1 to Apple Music 1, and launched two new ones. They both offer exclusive shows curated by artists like Backstreet Boys, Ciara, Alanis Morissette, Snoop Dogg and Carrie Underwood. And the streaming service is not going to stop there if we are to believe Oliver Schusser, vice president of Apple Music. “Apple Music Radio provides an unprecedented global platform for artists of all genres who want to talk about music, create and share with their fans, and that’s just the start. We will continue to invest in live radios so that listeners around the world can immerse themselves in the music that makes them vibrate, ”he said at the time.