Launching Your Own Internet Radio Station

Reaching new audiences through the Internet is a challenge facing artists today. An interactive Web site that inspires people to visit regularly is a powerful tool in building a following that may translate into box-office ticket sales. To create this synergy between their activities and their audience, artists are experimenting with content-rich Web pages that are continually updated with new information. This includes message boards, weekly audio clips, instant messaging, project documentaries, e-newsletters, and blogging. But one of the most propitious tools for engaging audiences in cyberspace appears to be Internet radio.

Internet radio is fast becoming the dominant medium for listening to music online. Many established AM/FM stations are developing online broadcasts to meet the demands of their listeners surfing the Net. It's not too difficult to see a future when Internet radio—with its greater potential for cultivating and captivating audiences—replaces traditional radio as the principal marketing tool for new recordings.

Several companies offer broadcasting software for personal and professional use. Some of the industry's leaders are www.loudcity.com, www.backbone.com, www.shoutcast.com, and www.live365.com. Earlier this year, I did some research on Internet broadcasting as a potential tool for helping artists build an audience through their Web sites.

Before I get to the nuts and bolts, you should know that there are rules governing the broadcasting of commercially released music over the Internet. The Digital Millennium Copyright Act was passed in 1998 to prevent the illegal distribution of protected work through digital media. In short, you cannot simply design a Web site and upload your musical library for all to hear. If you do, you'll be inviting trouble for yourself—especially from agencies like the American Society of Composers, Authors, and Publishers (ASCAP), Broadcast Music Inc. (BMI), and the Society of European Stage Authors and Composers (SESAC).

So how does an independent broadcaster negotiate and file an agreement with these agencies? I surveyed the leading radio software licensing companies to learn how they address this issue. Some independent broadcasters operate without a licensing agreement, but they are breaking the law. Most leasing companies that provide broadcasting software require you to sign paperwork making you accountable for all licenses before allowing you to download their software. However, two of the more prominent companies offer licensing services for you: www.live365.com and www.loudcity.com.

More performing artists are turning to Internet radio to reach new audiences.

For a monthly fee, you can enroll in their Royalty and Licensing Coverage program. Each time your program is launched, their broadcasting software logs the information and the number of minutes your stream is kept live. The royalty and licensing coverage you purchase is for a specific allotment of listening hours. Smaller packages (100 hours or fewer) cost $9.95 per month. Once you enroll, they process your application with each of the licensing and royalty agencies and distribute the money accordingly. Your other alternative is to contact all of the agencies directly and obtain applications—a bit more burdensome, especially when you need to determine how much you owe at the end of each month.

Once you decide on broadcasting software and file the appropriate licensing forms, you can begin developing your program. The music you intend to use for your broadcast must be converted to MP3 format—a type of digital sound file. I did a little more research and found a free CD-to-MP3 conversion program at http://sourceforge.net/projects/cdexos/.

Most of the software for broadcasting is similar to the music-management software that comes pre-installed on your computer—but with additional tools. Some of the more advanced software has advertising, track information, and full integration with music-distribution sites like iTunes, MSN Music, and Amazon. Some also allows you to prerecord your comments or stream them live from your computer, like a D.J. The procedure for recording is as simple as plugging a microphone into your computer and hitting the record button. You can imagine how valuable this feature will become to traveling ensembles and soloists. Have Internet radio, will travel!

To me, the most interesting part of the experience was watching my station grow. Each week, the number of listeners tuning into the program increased dramatically. I hit some milestones within the first month—logging more than 200 listening hours from listeners all over the world! At the minimum, you should choose a software program that offers you a statistics log, which reports the geographical location of each station launch. This will be incredibly valuable to future advertisers and presenters if you can show that your program is drawing a large audience from their region of the country.

Finally, your broadcast should have a prominent link on your Web site. Some broadcasters create an independent station Web page, logo, newsletter, and banners to promote their program. This is entirely a matter of time and interest. At the minimum, the link on your Web site should be easily found and bookmarked.

If you have an entrepreneurial spirit, and are thinking about new ways of reaching your audience, I strongly recommend adding your own Internet radio station to your arsenal of online marketing tools.

Derek Mithaug, director of career development, is a Juilliard faculty member and alumnus.