With over 1 million streamable shows and 30 million episodes on Apple Podcasts alone, there’s a podcast out there for everyone. In fact, even some artists such as George The Poet and Jessie Ware have taken to the mic, hosting their own.
In addition to gaining useful knowledge and insight from listening to podcasts, they are a great platform for an artist to gain more recognition and promotion.
Spotify have been investing heavily in podcasts (500 million heavy), being a growing destination for artists and adverts. Different from radio’s mass audience, podcasts tend to focus on a targeted and niche audience, which means as an independent artist, you can get your content out to the right people. Landing an interview on a podcast will get you more exposure, allow your fans to get to know you more and they’re fun to do!
In this post, we’ll cover why being on a podcast can help your music career, how to find them and how to get a spot on one.
Why featuring on a podcast help your music career
Podcasts will bring you the exposure you’ve been looking for. You’ll be opening yourself up to the podcast’s engaged audience who could go on to listen to your music, follow you on socials and become a part of your dedicated fanbase. Featuring as a guest on a podcast is a sure-fire way to get your content out there to the world, expand your audience and gain new fans. It’s also a great way to build industry connections, which could lead to other exciting opportunities.
How to find podcasts to apply to feature on
The wonderful world of technology has made it a breeze to find podcasts. Simply go to your iPhone home screen and head to the Apple Podcasts app, or you can search through several podcast directories from Google Podcasts to Mixcloud. You can search for podcasts by category, keyword, topic or a person’s name, either through these directories, on Google or even social media.
Another way to find podcasts is through a website called Matchmaker that connects podcasts with guests (think Tinder, but for podcasting).
Look out for podcasts with generally good ratings, good engagement levels and a loyal audience. You don’t necessarily need to go for the big ones yet. Start small and work your way up.
Have a look if there are any podcasts that similar artists have featured on, or if there are any podcasts that your fans listen to. If you’re stumped on where to start, you can check out our blog post on the best podcasts for musicians for some inspiration.
Make a list of all the podcasts you’d like to apply to so that you can easily keep track of the process.
How to pitch to podcasts
Before you pitch
So you’ve compiled a list of podcasts you’d like to apply to feature on. Before diving into that pitch, there are a few things you should consider first.
- Is the podcast relevant to you? – It’s a good idea to listen to at least one episode of the podcast to see if you would suit being on it and so you can gauge whether or not the audience would be interested in your music and/or your story.
- Is it still active? – You may find some great podcasts but there’s no point applying if they’re not active anymore.
- Do they carry out interviews? – Not all podcasts feature guests so make sure you check this before applying.
Your approach won’t be too different from how you would pitch to the press. Every podcast’s method of contact will differ but usually, you can find this information on the website. Some may just have an email address, some will have a contact form and others will have an application form.
Keep your pitch to the point. The podcast host is likely to have lots of submissions to sift through, so keep it snappy and attention-grabbing. Introduce yourself, and include a few sentences about who you are as an artist, and what value you can bring to the podcast and the audience. Make sure you include why you are the right guest for their podcast and what makes you newsworthy, for example, do you have a new release coming out?
Avoid copying and pasting the same pitch, as this can come across as lazy and unprofessional. For every podcast you apply to, write a personal pitch. Show your interest in and knowledge of the podcast. You could say something along the lines of: “I really enjoyed your recent episode with … artist”, to show that you are actively listening to the podcast.
If you’re able to, send a link to your EPK and any past interviews you’ve done if applicable.
If you don’t hear back, don’t give up – keep on trying.
How to prepare for a podcast interview
If you’ve bagged that podcast slot, congrats! Like any interview, you’ll want to make sure you do a bit of prep beforehand, especially if it’s your first podcast interview.
Firstly you’ll want to make sure you communicate with the host and establish a suitable time for the podcast to be recorded and by what means. Most likely, the interview will be done remotely (in fact remote interviews have always been a thing in radio and podcasts).
To get the best sound quality, we suggest you have a good set up for audio with a decent external microphone, some headphones (so you don’t get any feedback), and base yourself in a quiet or soundproofed room with no distractions.
Listen to an episode of the podcast if you haven’t already, to get a feel of the host’s style. This way you can understand the format of the show and what kind of questions they ask. You can always ask the host to give you a rough idea of the questions they might ask if you’re feeling a bit nervous. And it’s a good idea to write some notes on the things you’d like to say, so that you have this to refer to.
After the podcast has been made
Once the podcast is ready, it’s time to put it out there to the world, not only for your fans but to show your support of the podcast. Share it on all of your social platforms and your website. You could even include the podcast as your Artist’s Pick on your Spotify profile!