A new movement in radio is happening and this indie innovation is at the forefront of it. Their idea is based on this simple premise - wherever in the world you happen to live, within 250 km of you, there are 5 bands you would love... IF only you knew about them. Deli Radio aims to solve this problem with their brand of contextualized internet radio. In a nutshell, listeners create their own streaming radio station based on genre, geography and time. Are you looking for alt-country bands playing around NYC over the next 3 weeks? How about electronica duos digitizing their way around Singapore in 5 weeks? You get the idea... Once you set your parameters, Deli Radio taps into songs from bands and artists that have been tagged. Now the listener not only has access to your songs, they've seen your pics, they've checked out your videos and most importantly, they know when you're coming to town.
RL: What led to the creation of 'Deli Radio'?
DR: DeliRadio was conceived in 2010 at Berkeley-based music label Ninth Street Opus. The two companies still share some key employees and an increasingly cramped office space. As a music label, the problem we were facing every day (and still face) is trying to put the label's artists in front of more eyes and ears. This is very, very challenging in today's environment where music sales don't really underwrite much of anything like they used to, and people's attention span is diluted by so many media options. In the online realm, we studied the landscape of both what was needed by, and available to, emerging artists. And we set out to fill a gap in the marketplace.
RL: What backgrounds are the creators coming from? Who is involved?
DR: Most of the company's early employees met at a Berkeley pub (not joking) called Beckett's, where we would party and watch The Sisters in Soul perform each week. This went on from 2002 to 2007 or so. Our business backgrounds were all over the map - law, software, hedge funds/finance, web/graphic design, booking & artist management. In hindsight, the perfect brew for DeliRadio! Anyway, in mid-2008 we formed Opus, and began signing bands, and learning the business from the ground up. We had almost no idea about best practices for a label. We made it up as we went. That no-boundaries attitude probably has a lot to do with why we're now in the streaming radio business alongside the music label.
RL: How can musicians get the most out of the site?
DR: Make great music. That's where you start. Then put it on DeliRadio. Then play shows... If it's truly great, your fans will find it, and share it. DeliRadio makes it super easy for friends to share music and share info with one another. Now, that's DeliRadio's advice for aspiring professional musicians. But any "scene" can benefit from DeliRadio. A high school or college can have a student station (or many), so can gospel choirs, so can rap artists who work for the US Postal Service... any scene can make a DeliRadio station and share their music with friends/family/anyone.
RL: What kind of impact do you expect Deli Radio to have on indie musicians? What kind of impact do you want it to have?
DR: Most folks go to see a small number of shows each year, and they tend to be in big auditoriums, even stadiums. This is because they are simply not informed about other choices, they have no efficient way of knowing who's playing the smaller venues and clubs down the street from them. They don't want to take a risk on an unknown band (and I don't blame them). DeliRadio takes care of that risk: you hear and see what you're going to get at a show (well, a pretty good idea anyway). So DeliRadio should result in more people going to more shows -- up to and including the stadiums -- people still need to find out that Paul McCartney is coming to town, even if they don't need to be sold on the music!
RL: The partnership with SongKick is a great feature. How did that come about?
DR: It's hard to remember... the pieces tumbled together pretty quickly 20 months ago when DeliRadio was being designed. Originally Opus set out to offer a suite of online promo tools for free to any artist (we were building them for our artists in-house, so we figured, why not?). Included in that suite of tools was auto-importation of dates. Songkick was the most well populated with dates worldwide. From there, came the Eureka moment: "Hmmmmm. Venue calendars and artists and songs... That's a station we're describing." When that idea came up, we dropped all the other pieces we were building. This idea was "the big one", the one artists and fans really needed. We scrapped a lot of work and code that day, but it was definitely the right thing to do.
RL: When and how will artists be able to sell their music on the site?
DR: They can right now. Then can enter links to iTunes/Amazon, AND they can also set up direct sales on DeliRadio, using PayPal as the cashier. DeliRadio does not take a piece.
RL: What is the vision for the company? Is this the future of radio?
DR: DeliRadio is definitely PART of the future of radio. How big a part is the question. It's going to take a while to see what the public's reaction to it is, and how quickly it permeates and changes the underlying culture of music-going. It definitely has the potential to increase the volume of shows/tickets sold each year, and that has to be good for music. I also think that various reputations will evolve (even more than they have already), such that fans will know to tune into Detroit MI for X music, Austin TX for Y, and Tokyo for Z... on and on. Where will the best punk be? Could be HK. Could be Vladivostok. Who knows. Or perhaps it will be VENUES that become known internationally for their booking prowess. Yoshi's Oakland could be listened to, as a DeliStation, by jazz fans the world over. Hotel Cafe in Los Angeles for singer/songwriter... It's going to be very interesting to see what happens.
Deli Radio Official Website: www.deliradio.com
Reign Lee is the founding editor of INDIE MAG ( http://www.magcloud.com/browse/issue/424234/ ) - a global magazine for independent musicians. She's also the founding director of Give Me Liberty - Writing For You ( http://www.libertywriting.com/ ) - an editing and writing service consultancy.
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