On Monday, the public broadcaster exposed CBC Music, an internet site and mobile app with forty radio stations covering genres from indie rock to classical. To keep listeners coming back (that important “stickiness” in digi-speak), the service can also include create-your-own playlists and selections of songs by young artists such as Toronto’s Austra and Montreal’s Plants and Animals.
It’s not just a bid to attract more listeners, but also opens up “a entire bunch of ways to connect with them that [was] hard to do on earthly radio,” said Chris Boyce, CBC’s director of radio and audio.
This comes as broadcasters are rocketing their presence in the world of programmes : Planetary recently launched new mobile software apps for its radio stations, with bonuses like exclusive in-studio performances. In the meantime, subscription streaming services such as Rdio are once again on the rise, offering users access to big libraries of streaming music for a fee.
“Gone are the days when people first heard a new track of music on the radio,” Boyce related.
The CBC isn’t trying to compete with online music outlets like Apple’s iTunes, though. As an alternative the site links to iTunes. And no, it doesn’t replace CBC’s on-air music. There are at the current time no wish to eliminate the Radio two music station, Boyce declared.
The Win
The CBC draws savvy programmers. CBC’s independently energetic Radio three, for example, brings listeners everything from singer and songwriter Kathleen Edwards to local Charlottetown band, Milks and Rectangles. Now that experience can be applied to a broad range of genres, with streams devoted to Canadian classical composers, some of the finest homegrown jazz and alt pop. CBC Music might become a key arbiter of the finest, if lesser-heard, music out there.
The Miss
It’s still radio : You can’t jump ahead to the following song when listening to a stream. So while CBC Music tends to the new-media crowd, it requires old-media patience. You can jump forward or back while listening to playlists though. (Radio three host Lana Gay’s colourful list, including The Gruesome’s garage rocker Hey, is a highlight at the moment). Still, the nascent service only has a precious few playlists so far. And features of individual artists have a grand total of seven acts at this time.
The Contest
The pay service Rdio gives users access to a massive library of music for a once per month fee. Astral’s free programmes are an extension of its stations, with added content like app-only performances of hot acts. In comparison, CBC Music feels like the CBC with a broader cross-section of music, unencumbered by the tight programming formats of non-public radio stations.
Another Big Thing
Spotify, officially not available in Canada, is however seen as a standard bearer with its personalised playlists (Obama just posted his) and its highly searchable library of artists. CBC Music, by comparison, is more like reinforced radio. Yet some digital radio sites, like American public broadcaster NPR, have taken a sharpened direction towards nuanced, esoteric music. The question is whether users will desire more breadth or more eclecticism? More searchability or more of a curated radio feel? What the CBC and the industry knows for certain is that we mostly desire more music as reported tagza.