On the panel were journalists Miles Keylock, Jason Curtis and Evan Milton along with the general manager of Primedia Broadcasting Cape Town, Karl Gostner. The discussion was moderated by another well-known journalist in the music field, Diane Coetzer who is the South African correspondent for Billboard magazine in the US.
The general consensus of the panel was that neither a digital nor traditional media presence was more important but rather that you can't have one without the other - they should complement one another and both can be used effectively. According to Milton however, you should look at your budget and also who you want to reach. The digital medium however, does provide more of an opportunity for the artist to be involved and use the space as a strategic tool. Curtis refers to digital as a "bragging space" calling it a "different beast" altogether when compared to traditional media where viewers "read and engage differently."
Keylock believes that the digital space is a sure way to get attention noting that traditional space is running out with an 800 word limit of column space for available if you're lucky and even less if you're an emerging artist - you have to have 'made it' locally or caused some sort of stir overseas. The space for airplay is just as limited as Gostner explained with only so many tracks allocated per hour: "Public frequency is finite like column space," said Gostner.
Referring to a survey conducted in the UK, Gostner highlighted that 60% of that regions iPod and MP3 player users chose the music on their devices after hearing those songs on radio - others heard about the music from friends or borrowed the music. Gostner suggested that from these results, the power of traditional media, in this case radio, helps artists stand out but unfortunately, there are only so many slots available on a playlist.
Digital provides infinite space says Gostner but you need to have the right product along with the right strategy to build to an online presence that stands out in a compelling way. Referring to Die Antwoord's success he noted that they did indeed spend money on content in producing their well-known video. Gostner pointed out that whatever the medium there is an "art to communication...Just because it's free doesn't mean it should be disrespected."
The panel of pros provided some pointers to get you on the radar:
Some useful advice came from an attendee as well who suggested musicians push their music through smaller community radio stations rather than the bigger stations which is a much more competitive space - it's all about building a fan-base.
For more information, go to www.musicexchange.co.za.
