Already existing Radio Stations, Podcasts and Live Stream Services:
Our biggest competition up North...
Est Feb 2017. They are a music collective from a yard in Bradford - (similar idea)
Live streaming some of the best upcoming artists & events in the scene. Representing real underground music in the North, but quite strictly to the higher BPM genres: Dubstep, Grime, Garage & DNB.
They've gained a good following through their regular streams and content. Make use of multi-platforms - Facebook, Twitter, and Insta - all show the same content and posts essentially, just slightly adjusted for each various audience and the platform itself.
Content includes..
- promo to buy merch like tees and stickers
- promo for upcoming streams and events
- posters, some info/press shots of the forthcoming artists and their socials
- regular reflection from past stuff - in-action shots
- Behind the scenes content
- Very relaxed, urbanised tone of voice - aiming at the more underground audience.
The streams, are professional - just in a studio, boring backdrop tho - how could I one up this
- RINSE FM
One of the most successful underground music radio stations.
Est.1994. Transmitting uncompromising and innovative music out of its East London heartland, it started life as a pirate station established by a group of friends wanting to share the music that inspired them. - same mission statement as AV8 essentially - wanting to show the inside drive and passion the collective have for the scene - being directed towards something that is close to our hearts allows the audience to better buy into the mission statement and share the vision / be inspired and engage!
Rinse is at the centre of a vast musical community. As genres, artists and scenes evolve and fragment, so Rinse remains locked to the pulse of the underground. - showing how even though the scene will always change, they will adapt and stay with it, covering the changes and being an actual part of it all.
Inspiring and nurturing people to create the music that they want to hear, the results speak for themselves. - confidence is key, showing their experience and knowledge
Content is all very professional, slick and consistent.
- considered and strategic feeds which overlap and show the audience planning and direction, they know what they are doing.
- People interact with the local level of up and coming talent but also want to see the top-end of the industry in more of a professional and slick format.
Uses more of an official tone of voice, yet still obviously more in-sync with the underground scene although not as much as the smaller, newer collectives - due to their broader audience, they have sharpened up.
- Can listen back to all content through their viral soundcloud page. - I would have to consider using Mixcloud instead as no limit on content before you have to pay.
- RADAR RADIO LDN
Much more to the point, audience engage with the visual content and big names they bring on rather than their message and what they stand for. Show confidence through their experience and through their contacts through: "The next generation of radio"
Very slick production and constant visually vivid content which engages the audience. Constantly recycling content and snips from their events / podcasts, etc. Get the audience more involved through Q&A's with artists and through their hashtag system.
Recent example of how the urban and underground tone of voice can offend people and cause controversy once you get so big - need to find that happy medium of showing your roots for the audience to relate to, yet showing you are still a professional, industry level business appropriate for vast audiences.
- GOAT SHED
Goat Shed is a multi genre hub that offers LIVE video/audio sets straight from the decks of the freshest and newest talent in the underground music scene. BUT BASED DOWN SOUTH, IN SOUTHAMPTION.
With the launch of our new website providing reviews, releases, interviews & documentaries. - They offer multi-platforms and multi-category content.
Really make use of their facebook page as a promotional hub with promo and purchase links to merchandise, their articles and interviews with up&coming talent, etc. As well as to their MixCloud page in the side bar - to listen back to all content at any time.
Use their socials to promote all their content simultaneously
- submitted photos from the community of people engaging.
- promo for their artists and services - stressing their main mission statement of boosting the emerging talent.
Considered streams
- various lighting and props/decoration to keep it entertaining for the audience.
- changing camera angles to watch the dj mixing from different perspectives
- regular roll-over ads and relevant info overlaid on the stream to keep the audience engaged and up to date with latest info.
Promote that same content on Instagram, but have a more obvious lean towards the audience and interactivity - showing behind the scenes stuff in a more causal tone of voice - trying to be more humours and satirical to build the breadth of the audience.
Their website is very relevant and sets the scene through the USP of being situated on the Redlight District
- MODE FM
- LIMBO RADIO
Really make use of their facebook page as a promotional hub with promo and purchase links to merchandise, their articles and interviews with up&coming talent, etc. As well as to their MixCloud page in the side bar - to listen back to all content at any time.
Use their socials to promote all their content simultaneously- submitted photos from the community of people engaging.
- promo for their artists and services - stressing their main mission statement of boosting the emerging talent.
Considered streams
- various lighting and props/decoration to keep it entertaining for the audience.
- changing camera angles to watch the dj mixing from different perspectives
- regular roll-over ads and relevant info overlaid on the stream to keep the audience engaged and up to date with latest info.
Promote that same content on Instagram, but have a more obvious lean towards the audience and interactivity - showing behind the scenes stuff in a more causal tone of voice - trying to be more humours and satirical to build the breadth of the audience.
- REDLIGHT RADIO
Red Light Radio is an online radio station - with their unique selling point being the fact they broadcast from a former prostitution window in the red light district of Amsterdam. This immediately intrigues the audience and sets a certain mood from the immediate contact with red which is associated with the excitement of Amsterdam and the music which comes out of the city. Not to mention more of an interactive approach to people actually visiting Dam, as they can stand and watch through the glass creating a constant mini party atmosphere for passers by which you cannot just ignore!
Red Light Radio brings daily radio shows of local DJ’s, live performances and cool personalities doing a one time only radio show. You can expect shows full of afro beat or shows with black metal next to live acoustic performances or DJ sets by artists.
Their website is very relevant and sets the scene through the USP of being situated on the Redlight District
- and on their site they are constantly streaming for 24/7 engagement for the audience. They then use the various social pages to feature the main shows and communicate all of their promotional content - like interviews and articles with the local talent
Even though the staff are mainly Dutch, they still show how a concise tone of voice can be used to communicate the relevant info through socials, whilst still being successful as artists want to come and get involved with the unique set-up.
Even though the staff are mainly Dutch, they still show how a concise tone of voice can be used to communicate the relevant info through socials, whilst still being successful as artists want to come and get involved with the unique set-up.
- essential to offer something new and unique that people will want to use for their own exposure.
Their instagram is essentially dedicated to the live exposure of artists playing. It is rarely used to actually build hype for the show - more so to just keep a collection of everyone who is currently playing with a link to their socials and the stream afterwards. Shows how the content doesn't have to be OTT but simply follow a formula or trend which then directly leads you to the rest of the content - being situated on Facebook/ their website.
Their instagram is essentially dedicated to the live exposure of artists playing. It is rarely used to actually build hype for the show - more so to just keep a collection of everyone who is currently playing with a link to their socials and the stream afterwards. Shows how the content doesn't have to be OTT but simply follow a formula or trend which then directly leads you to the rest of the content - being situated on Facebook/ their website.
- MODE FM
Another station pushing the up & coming talent within underground music genres. Pretty standard posts which simply introduce the upcoming artist - but features barely any information about them or exposure links, shows again how a simple formula of a press-shot of the DJ put into a consistent template with their name and time slot, and then the platforms branding can still create a means to engage for some audiences - they aren't necessarily bothered about all the hype and written content - more so direct links and info to the musical content. Shows how regular and consistent quality of content can attract attention and be a successful platform if pushed into the right social circles and audiences.
One thing this radio station do very well is the consistency of content - although not aesthetically striking and ground-breaking it does the trick and communicates the necessary info to the audience. However they do successfully use their instagram platform to boost the audience and exposure. Really using it to its full potential with collections of insta stories and highlights as extra content.
- LIMBO RADIO
Another underground online station. Quite restricted content, in terms of a set formula they follow - but it definitely works for them!
- Very consistent design style, of the combination of bold colour and bold type
- Flyer design in a very consistent and current style - vectorised and brash, feels almost satirical but definitely attention-grabbing.
Effective photographs of the featured DJs, that partnered with the various flyer art, creates a very considered and pleasing feed for users to interact with - makes it very recognisable and relatable upon first glance. Is clear what their brand values are which is essential.
OVERALL SUMMARY FROM THIS
From looking into the already existing market I feel as if I have a better understanding of how platforms can produce regular and consistent content which actually follows a formula for the audience to engage with and maximise the reach..
- I want to especially push the build up content to streams - really promoting the artist and their individual practise through mini feature artist profiles and imagery, as well as evidencing how they have interacted with the platform - creates something for the audience to look up to and want to be a part of if there favourite artists are.
- More about consistency of posts and content - the aesthetic is all an added bonus which will boost the brand. But naturally this will provide professionality in the eye of the viewer and open the brand up to new audiences
Make use of all platforms in their most efficient ways and link them all up, try to follow a formula which the audience can get used to
- Various content ideas for across all platforms...
- artists promo and profile building up to the event - info, photos, links to socials
the page will naturally build from each artists individual platform interacting with the AV8 page, getting tagged and featured.
- interactive flyers / posters
- Live reminders and behind the scenes content
- Banging clips from the stream - advertising whats on offer
- Photo album from the stream - again evidencing the artist interaction
- Links to the video and audio stream afterwards
How can these be evidenced through each platform:
- the main Facebook page
- the instagram page (important to build that structure and consistency to the feed - so can be recognised as a brand and not just random inputs)
- Instagram stories for live clips and hype
- Mixcloud - enables you to listen back and download without the video.
How can these be evidenced through each platform:
- the main Facebook page
- the instagram page (important to build that structure and consistency to the feed - so can be recognised as a brand and not just random inputs)
- Instagram stories for live clips and hype
- Mixcloud - enables you to listen back and download without the video.
Need to begin considering how I could introduce something new to make my streams unique and hard-hitting within the existing market
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