The Growing Phenomenon of Internet Radio

Internet radio has been a steadily growing music format since high speed web connections became the norm, but what exactly does that mean for musicians and fans?

The Growing Phenomenon of Internet Radio
By: John Ross

Ever since the dawn of recorded music, the ways in which we consume and enjoy our favorite songs have been ever changing. With the rise of internet streaming, many traditionalists fear that the days of tuning in to your local radio station for the music that you crave may be over. However, digital technology has given birth to a whole new type of broadcasting: Internet radio.
It used to be that producing a radio hit was a near sure-fire path to stardom for up-and-coming new bands. But, with FM rock radio already struggling or dead in many markets, can internet radio provide a medium for these bands to connect with an audience?

Many investors in the format, such as The 365 Radio Network , and The Midwest Broadcasting Group (MBG) believe the answer to that question is a resounding “Yes!”
It takes a lot of resources to compete in the radio business. But, while super-conglomerate corporations have largely gobbled FM stations up, Internet radio groups like 365 Radio Network are often supported by loose associations of sponsors and fans.

For artists, this means an opportunity to get their work out to a wider audience, even if it wouldn’t typically be considered “radio friendly”. The 365 Radio Network, for example, manages 11 different stations with Midwest Broadcasting Group contributing with a further four, which span just about every rock and metal subgenre. More importantly, each of these stations is available worldwide, in 218 countries to be exact. Gone are the days when a band had to obtain huge local radio success before being considered for heavy airplay nationally.

This is a huge deal for fans as well, since the selection of music available to them is no longer geographically locked. Even the pastorally named Midwest Broadcasting Group can be accessed at anywhere around the globe. Internet radio also gives fans an unprecedented level of power over what songs and stations succeed. With many stations being funded by ad revenue, listeners are supporting their favorite station every time they tune in. Some stations, like 365’s WNDY Radio, even allow listeners to vote on songs to determine which tracks get the most airplay.

By combining this unique level of user interaction, with an unparalleled variety of artist rosters, internet radio has become a quickly growing format. Since their creation in 2012, The 365 Radio Network and Midwest Broadcasting Group has reached an average 10 million listeners monthly, and nearly 100 million unique listeners total. How will this new level of fierce competition affect the radio market? Only time will tell, but one thing is certain: There has never been a better time to be a music enthusiast!