Our Plan Is To Totally Disrupt The Radio Industry: Guvera

Our Plan Is To Totally Disrupt The Radio Industry: Guvera
SHARE
THIS



There are YouTube stars who make millions, there are Viners who have a ridiculous amount of subscribers and now there can be online radio stars.

Music streaming site Guvera introduced its new piece of technology called Fradio at South by Southwest in the States a few weeks ago. The company wants to delve into the radio market and muddle things up a bit, show that it’s not all going to stay digital. It wants to disrupt the radio market.

When Damien King, chief technology officer, first joined Guvera Claes Loberg, founder and director of innovation, bounded straight up to him with the idea.

“He wanted to disrupt the radio industry in the same way that YouTube and many of the other digital services have disrupted the traditional media,” explains King, “and he wanted to have to the ability to create a radio station from their mobile phone.”

Those who used to create their own radio shows on cassette a few decades ago, holding down the play and record button at the same time to tape a song from the radio, rejoice! You can relive that dream through this app.

The new offering allows users of the app to become their own radio stars, broadcasting out their show to anyone who wants to listen. The next Kyle and Jackie O could come from Fradio.

“We’d love that to be the case,” says King, however admits it may take some time. “With any sort of disruptive service, it takes a fair bit of time to gain traction. But we think there’s definitely an opportunity for people to start building a profile about themselves and getting a following.”

Radio is less intrusive than video, says King, as an artist trying to get fans to watch a long video of them perform is a big ask, but requesting them to listen on the radio is more relaxed.

At the moment, Fradio is concentrating on giving exposure to up and coming artists.

“What Fradio has become and where it’s going are still unknown at this stage,” says King. “But one initiative that we have is to help the exposure of grass-root artists.”

The app is running a campaign called 80 Artists in 80 Days which, shockingly, features 80 different artists broadcasting their songs through different shows over 80 days.

Since launch Guvera has seen more uptake in people becoming DJs than listening to the broadcasts, but King says it’s early days yet. “It’s great, but it’s also something we need to try and convince listeners about why they want to come over.”

There’s a number of goals King says they want to achieve with Fradio over the next few years, such as the ability to broadcast private shows and have the app used in different communities.

“It could be an alternative to community radio that can be quite expensive to run,” says King. “We’ve been thinking about how we can massage these marketing communities and try and create a number of communities where people are using the application in a whole bunch of different ways.

“It’s exciting with a new application though, as you never know where it will take you.”

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]