Many times people will have an idea and talk to other people and then run with that plan. This also happens in the world of podcasting also. Many times people will start a show without really knowing who their audience is. Even professionals do it. Here is proof…
The Tidal Flop
The famed rapper Jay Z had an idea. He saw how much money was being given to Spotify Pandora, and even Deezer. These are all streaming services that run on a subscription base. Jay Z also heard the lower quality of this music. If you know any Audiophiles they will go on and on about how horrible the sound quality is of this service and why mp3’s are so terrible. If you want to truly hear music and all the different nuances of the craft of audio engineering you need to have a High dollar system with specs and details that will cause an engineer to stop and scratch his head. Then you can almost see each note as its gorgeous reproduction is birthed in the being from $3000 speakers. Jay Z is an obvious Audio snob, and that is OK. Most podcasters become audio snobs too.
So in a fit of euphoric excitement Jay Z had an idea. He was going to have his own streaming service. This service would serve only the highest of high quality audio, and the cherry on top would be he could then charge a premium price for his service. Great idea! Who doesn’t like to have the best? People buy iPhone because they are the best. People buy Versace because they perceive it to be of high quality and worth their money. People buy the best that they can afford.
Jay Z launch Tidal streaming and it is not doing well It hasn’t been received well and it has not taken off at all. So much so that Jay Z throws a tantrum here recently. Because they will buy iPhones and Nike shoes but they will not buy his service.
Now why do you believe his service failed? Is it because the lack of quality? Is it because he charged too much? No to both. The problem I see is that Jay Z didn’t know his audience. He is used to being around people who can spend 5000 as freely as a fat kid can spend 5 bucks at a candy store. So he is, in a way, out of touch of his audience. Jay Z is roughly worth $550 Million. Yet who is listening to his music? Who is spending $.99 for his MP3’s or even $10 for his album? It is not his friends it is the people who look up to him, i.e. inner city kids, up to middle class kids. Yeah you have some young adults and older, and often the older demographics are also in the lower income brackets. What does this equal out too?
Money! Yes Jay Z fans they may scrimp and save and store away a little money to be able to get the latest Jordan’s that come out, and buy that new iPhone or Apple watch because it is a onetime purchase. That is something that can be saved up. A service where you stream high quality music cost a lot of money something that money doesn’t come out of thin air. It has to be toiled over sweat has to be spilt in order for it to be made. So Money that was diverted for those new Air Jordan’s is then reallocated to the old place after purchase. Since that is the case many people are not able to hold on to a service that is also eating up their data plan like a hungry caterpillar. So Jay Z didn’t understand who is audience was and in doing so he has to blame someone who is not his audience.
The Power of your Audience
So what is this long sad tale of the woes of Jay Z about? Know you audience. Picture your audience in your head or if you can find a picture that best represents that person then put it up where you can see it when you are recording. Know who your audience is. What their problems are about. Their problems may not be your problems so you may be going on a tract that is not helping your audience and there for your show is not growing like you want. Listen to your audience and answer their calls. Help them out let your audience know that you are there for them, and they will be more willing to spend that money on you instead of a Starbucks coffee. Provide value that your audience members can afford. Many times if you over sell they will find a way to repay you for all the value you deliver. Know you audience understand your audience, and these people will happily move mountains for you.
Social Media Tips
This is a new section that is going to appear in each week. I will talk about tips and tricks to help you fully engage your audience and help them get to know you. Twitter is the topic chosen because most podcasters have a Twitter account but some are just learning about twitter. They have been Facebook for a long while and just now starting to wade into the often confusing torrent of posts known as Twitter.
More Celebrities starting podcasts Jerry Springer is starting a show called “Tales, Tunes and Tomfoolery” it is on his site. So, I will be signing up to see what dreg of society he pulls up here, or maybe he is going to be different.