Saturday, September 13, 2008

Ariel Hyatt of Ariel Publicity: The Well-Rounded Radio Interview

Thanks again to everyone who took our recent online survey. I learned some great information about who is listening to the show, what you like and what you'd like to hear more of. I was especially surprised to learn from the group that responded that 57% of you identified yourselves as musicians.

I have had fun doing interviews with music industry thought leaders in recent years as it's obvious that the music business is in a great deal of flux for both musicians and music fans. Truthfully, though, I haven't heard or read many good interviews about these changes. If you go to music conferences or subscribe to things like the Pho list you get to be on the inside of all these changes, but otherwise, it's a classic case of being shut out of ideas that are advancing around you.

I hadn't realized that musicians are tuning in to Well-Rounded Radio as an educational outlet, but that does seem to be the case and this episode, with an interview with Ariel Hyatt of Ariel Publicity, it's a perfect case of providing some additional insight that I think can be very helpful to musicians.

As Hyatt explains in the interview, she started out doing traditional publicity in the music business, but realized that the world of music marketing was changing and so her own agency changed with it.

Ariel Publicity helps artists and labels get their music in front of the growing legion of citizen journalists or prosumers, as folks like me have started to be called, who are creating text, audio, and video for others to access via the Web.

Hyatt and her team also help to educate musicians through various online and in-person boot camp sessions and seminars and they're helping to connect independent musicians with independent media outlets like Well-Rounded Radio.

At the same time, music fans are discovering music in a wide range of new ways, from podcasts and audio blogs to recommendation engines, streaming stations, and mobile devices to simply speeding up the word of mouth process that have always happened, but now is happening faster and globally with new technologies.

As print publications cease production, terrestrial and satellite radio tries to evolve, and more people around the world start using these technologies as a matter of course, how will we each discover our next favorite band? I have heard the story again and again how music fans who used to simply listen to what was in the charts or featured on the cover of music magazines now are finding they listen to very little mainstream music and are finding all kinds of niches online that take their curiosity in new directions. The idea behind the Long Tail is very much changing what we consume.

This episode features a number of artists that Ariel Publicity has worked with over the last year or two. You can find out more information about them and links at

I met with Hyatt at her office in mid-town Manhattan back in February to discuss:

* how the agency came to be born and her own experience leading up to it
* some myths about the old music guard that need to be shattered
* how musicians can be smarter and strategic about using social media to advance their careers

If you enjoy this interview, be sure to listen to other interviews I have done with music industry thought leaders. Tell me who else you'd like me to interview and I'll do my best to get them on the show.

Music featured in the show includes:

1) Le Rug: Gloss (Bleenex) (in preview)
2) Fiskum: The Crossing (Darkness/Fire/Dancing)
3) Kaliopi: Naked (Around the World)
4) Kito Peters: CEO (Stories)
5) Booze Monkey: Solitaire (The Old Way)
6) N Side: Bad Manners (Just a Broke Brotha' Trying to to Come Up!)
7) Howard Britz: Scatterbug
8) Dudley Saunders: Take Me Back Home Again
9) Sarah VonDerhaar: It's Not the First Time
10) Animate Objects: Clive (Riding in Fast Cars with Your Momma)
11) Black Fortress of Opium: Dulcet TV (Black Fortress of Opium)
12) Blood Red Sun: Pray for Rain (A Nation of Saviors)
13) Inga Swearingen: Black Crow
14) The Callen Sisters: Wake Up
15) I/O/I: Compass (I/O/I)
16) Michael Wolff: Solar
17) Yahweh's People: Oh My Lord (Yahweh's People)

Photo: Greg Kessler

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