KEXP: Lessons in Multi-Tasking

KEXP 90.3 Seattle "Where the Music Matters" is a great example of how many media sources today operate on multiple platforms to maximize their exposure and ability to communicate with listeners/readers. Started 35 years ago as University of Washington station KCMU (10 watt!), KEXP has been at the forefront of technological innovations in the radio and recording industries for the past several years. They were the first station to provide real-time playlists of songs as they were broadcasting and in 2000, KCMU became the first station in the world to offer uncompressed CD-quality audio on the Internet, 24 hours a day, seven days a week. It was also first to provide an online archive, where its broadcasts can be replayed for up to 14 days. In 2001, KCMU became KEXP 90.3, maintaining all staff, the same format and frequency, while almost doubling its wattage from 400 to 720 and moving to a new technologically-advanced studio near downtown Seattle. Through a partnership with Experience Music Project, the station's eclectic music programming was expanded and enhanced to provide a richer musical experience for listeners.

The public station (which is affiliated with NPR) currently offers traditional terrestrial broadcasting, live streaming of that on the web (= internet radio), "on demand" content including archived streams of terrestrial shows, podcasts, live performances, print music reviews, a blog, events...and a partridge and a pear tree. They offer some of the best music podcasts on the web, including KEXP Song of the Day (previously featured here), KEXP Live Performances Podcast, Sonarchy Music (experimental NW artists) and Music That Matters; you can find them all here. They also maintain a highly entertaining, informative blog, KEXP Blog, with lots of news updates, interviews, video and audio clips, etc. The pull some of the best up-and coming (mostly indie) acts to their studio for live performances and interviews, usually very well done. So they are providing a ton of original content in different, easily accessible and digestible formats.

Brier Dudley of The Seattle Times writes,

The station's biggest contribution may be the way it advocates for music fans and performers, by exploring the outer limits of the stifling regulations that the recording industry uses to protect its aging franchise. What's most impressive is that KEXP has found ways to do more with music online without breaking rules or alienating record companies. (via The Seattle Times)

KEXP really seems like a model for the future, fully embracing new media while continuing with their "traditional" terrestrial station as one component on their varied roster. All the aspects of KEXP flow together--there is inter-promotion for the station and the artists it features, which is dually beneficial to the station, artists, and record companies (if applicable). Dudley also makes the important point that KEXP has been successful largely because it has "appealed to performers who appreciate the station's role in promoting music. It also convinced record labels that a little flexibility and exposure will help their sales." Most of the artists being featured on KEXP stand to benefit greatly from the station's tastemaker reputation and broad listenership in the music business.

Tom Mara, executive director of KEXP said,

We're becoming quite agnostic about how people are experiencing music, how the music is being distributed. We just really care that you get it in a meaningful way, and we also care that we do it in such a way that people can share it with others. I don't mean that in any sort of illegal sense, but just getting others in the fold. (via The Seattle Times)

I see this trend across the music business and it means vast changes for radio. Radio has to diversify in order to retain its relevance. The key to keeping radio in the mix at all, however, is the individuality, specificity and quality of the content. There should be a point of view and an audience to speak to. Clear Channel style "lowest-common-denominator" marketing won't work for much longer. KEXP is so successful because their DJs select a varied, interesting set of music and produce creative content. KEXP looks like it's figuring out the new model as it goes--and it means good times ahead for artists and listeners alike.

Poll of the Day: Pandora

Pandora and founder Tim Westergren have been in the news lately for the SaveNetRadio campaign. Seems appropriate to see where people stand on this service so here's the poll:

Up Next: What I think about Pandora.