“The Code is like Jurassic Park and doesn’t reflect the opportunity that’s right in front of commercial radio right now,” says Dean Ormston, CEO of APRA AMCOS. These words may seem surprising coming from the head of one of Australia’s leading music rights organizations, but they highlight an important issue that the radio industry is facing today. With the rise of streaming services and digital platforms, the traditional radio landscape is changing, and it’s time for the industry to adapt.
For years, commercial radio has been a key player in the music industry, providing a platform for artists to showcase their music and reach a wider audience. However, with the advent of technology and the growing popularity of streaming services, the role of traditional radio has been challenged. This is where the quote from Dean Ormston comes in – comparing the industry to Jurassic Park, a place that is stuck in the past and unable to evolve with the changing times.
But, despite this comparison, Ormston’s words are not meant to criticize the radio industry, but rather to highlight the opportunity that lies ahead. The truth is, the radio industry has a chance to reinvent itself and become a powerful force in the digital age. And with the right approach, it can continue to play a vital role in the music industry.
One of the biggest challenges that commercial radio faces today is the competition from streaming services. These platforms offer personalized and on-demand music experiences, which traditional radio cannot provide. And with the increasing number of people opting for these services, the industry has to find a way to stay relevant and attract listeners.
One solution to this challenge is to embrace technology and incorporate it into the radio experience. This could mean creating a hybrid model where traditional radio and digital platforms work together to provide listeners with a more interactive and personalized experience. For example, radio stations could partner with streaming services to curate playlists and offer exclusive content that can only be accessed through their channels. This would not only attract new listeners but also retain existing ones.
Another way for commercial radio to stay relevant is by diversifying its content. While music has always been the main focus of radio, there is an opportunity to expand into other areas such as podcasts, talk shows, and live events. These formats have gained popularity in recent years and offer a great potential for radio to reach new audiences and engage with them in different ways.
But perhaps the most significant opportunity for commercial radio lies in its ability to connect with local communities. Unlike streaming services, which cater to a global audience, radio stations have the advantage of being able to cater to the specific needs and interests of their local listeners. This gives them an edge in providing personalized and relevant content that resonates with their audience. By tapping into this potential, radio can become a powerful platform for promoting local artists and events, and in turn, strengthen its position in the music industry.
It is also essential for the radio industry to keep up with the changing consumer habits and preferences. Today’s listeners are more tech-savvy and demand a more interactive and engaging experience. Radio stations must invest in new technologies and platforms to meet these expectations and offer a more immersive experience for their audience.
In conclusion, Dean Ormston’s comparison of the radio industry to Jurassic Park may seem harsh, but it also serves as a wake-up call. It’s time for commercial radio to shed its old ways and embrace the opportunities that lie ahead. By adapting to the changing landscape and incorporating technology, diversifying content, and tapping into its local connection, radio can continue to play a vital role in the music industry. The Code may have been like Jurassic Park, but with the right approach, it can evolve into a powerful force that reflects the opportunities of today’s digital age.
