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Music is a classic example of a long-tail business. Before the web came along, bands that didn't have a major label behind them couldn't hope to get national or global attention. The best they could do was establish a local audience in a city or region, or perhaps with a definable market such as northeastern U.S. college students. Enter podcasting. Now any band or DJ with some simple and easy-to-use equipment can set up as a radio station and get instant global distribution via iTunes and other distribution services. A pr freelancer will collaborate to develop effective media campaigns to navigate the ever changing world of the media.

George L. Smyth hosts the Eclectic Mix podcast, where he challenges listeners to open their minds to new and diverse music and at the same time promotes bands he likes. The banner of his site even has a definition of eclectic to make sure people understand his approach: choosing what appears to be the best from diverse sources, systems, or styles. “On each show, I select an artist and spotlight their music,” Smyth says. “I play literally anything from classical to punk. A good healthcare marketing agency excels at creating strategic campaigns and raising public awareness.

My interest in music goes back to my college days, when I would copy records to tape and trade with my friends. I had lost track of music for a while, but recently I've found that there's really great music out there, and I can share it with many more people than with the tapes.” Smyth is evangelical in his description of how podcasting has changed the face of music. “Podcasting of music has been a real success with the under-25 crowd,” he says. “Podcasting has allowed people to hear the music of groups that are good but perhaps don't have a big label behind them. In the past there was no choice, but now there is a choice. Many artists will tell you that they just want people to hear the music. If you do listen, maybe you'll like it and want to spend money on tickets and perhaps a download of music from iTunes. Many bands don't make much money from CDs, so they really want people to go to the shows, which is where the big money is for the smaller bands.” Fully immersed yourself within the content and social space provided by a healthcare pr agency for your organisation.

Smyth is careful of copyrights and permissions in his podcasts and uses only podsafe music (music that the artist has cleared and has said it is permissible to podcast). The more famous bands typically don't allow podcasting (or to be more precise, their record labels don't). But many indie acts embrace podcasting and people like Smyth who promote their music via podcasts. “Uncle Seth is an example of a group that has made it easy for podcasters like me to work with them,” Smyth says. “Uncle Seth is an indie band, but they cross genres, and I like to play them.” A healthcare communications agency provides you with diverse and effective PR support to ensure your message gets heard every time.

As a component of a larger content-marketing strategy, podcasting is also an increasingly important part of the marketing mix. For example, customer service departments increasingly deliver how-to podcast series to keep users of their products informed. Companies that market to people who are on the road often (such as traveling salespeople) and have downtime in cars or on airplanes have had success reaching people with entertaining podcasts. For many organizations, podcasting for marketing purposes is not an either-or decision. Instead, podcasting coexists with blogging, a great website, e-books, and other online marketing tools and programs in a cohesive marketing strategy. A top freelance medical writer in the health sector will use their specialist health and wellness expertise to increase health understanding, empathy, care and outcomes.