Our Plan Is To Totally Disrupt The Radio Industry: Guvera

Our Plan Is To Totally Disrupt The Radio Industry: Guvera

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

Collaboration DDB Brussels Internet Explorer Ten

Latest News

The Unparalleled Power Of Music Festival Activations: Insights From Live Nation ANZ
  • Partner Content

The Unparalleled Power Of Music Festival Activations: Insights From Live Nation ANZ

According to Kristy Rosser, senior vice president of marketing solutions and client services at Live Nation ANZ, experiential activations at music festivals offer brands an unparalleled opportunity to engage deeply with their audiences, creating memorable moments that resonate long after the event. Rosser will join a panel of experts at the Activation Showcase in Melbourne […]

Partner Content

by B&T Magazine

B&T Magazine
Sara Lappage On The “Sliding Doors” Moment That Sparked The QMS COO’s Journey Into The Media Industry
  • Partner Content

Sara Lappage On The “Sliding Doors” Moment That Sparked The QMS COO’s Journey Into The Media Industry

Sara Lappage, QMS‘s Chief Operating Officer, is passionate about brands. Thriving on developing brands that fit the identity and essence of the business or product they represent, she has been responsible for two major rebrands and a brand refresh over her years working in the space. Having just yesterday been named in the Women In […]

Partner Content

by B&T Magazine

B&T Magazine
Did The Cairns Extras Slate Just Get Hotter? Make Sure You Register Now!

    Did The Cairns Extras Slate Just Get Hotter? Make Sure You Register Now!

    You will be diagnosed with severe FOMO if you aren’t down to attend these super duper Cairns Extras. Lead image: Hemingway’s will host a brewery tour among other fun activities throughout the week as part of Cannes Extra. Being at Cannes in Cairns, Presented by Pinterest, is not just about absorbing the cracking content and […]

    Spotlight On Sponsors: INDY 500 Accelerates Reach With ELF Cosmetics Partnership
    • Marketing

    Spotlight On Sponsors: INDY 500 Accelerates Reach With ELF Cosmetics Partnership

    The INDY 500 has secured a first-of-its-kind new deal with ELF Cosmetics, utilising social media to expand the open-wheel car racing competition to new and diverse audiences. Meanwhile, Hockey Australia has extended one of the most enduring partnerships in Australian sporting history. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major […]

    TMA’s Sherilyn Shackell Wants You To Join The Rebellion!
    • Opinion

    TMA’s Sherilyn Shackell Wants You To Join The Rebellion!

    Life is f**king tough right now, and we’re all so over it. In this op-ed, Sherilyn Shackell, Founder and Global CEO of The Marketing Academy unpacks the downward vortex of ridiculously long hours, toxic cultures, control & command leadership, financial hardship and uncertain futures that is sucking the energy from even the most optimistic people. […]

    Opinion

    by B&T Magazine

    B&T Magazine
    Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers
    • Technology

    Salesforce Unveils New AI-Powered Einstein Copilot Capabilities For Marketers

    Salesforce has launched new Einstein Copilot tools for marketers, giving them the ability to automatically create campaign briefs, personalised content and promotions from their data. B&T was on the ground at Salesforce’s Connections event in Chicago to hear first-hand about the new tools. All of these new tools rely on Salesforce’s Data Cloud platform that […]

    AZK Media Launches Customer Catalyst As Demand For Video Content Grows
    • Advertising

    AZK Media Launches Customer Catalyst As Demand For Video Content Grows

    Technology PR and marketing agency AZK Media, has launched a pure play video-content business called ‘Customer Catalyst’ as demand for premium video content continues to surge. Lead image: Wayne Williams & Azadeh Williams Research shows 64% of businesses see an increase in website conversions from having a customer testimonial video as part of their marketing […]

    G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm
    • Advertising

    G Squared Hires The Hallway’s Chris Murphy To Lead New Creative Arm

    Digital consultancy G Squared has launched a performance media creative division that will be led by The Hallway’s former general manager, Chris Murphy. The new capability enables G Squared clients to tap into a team of creative specialists who will develop, optimise and scale effective campaigns across digital media channels. G Squared said that it […]

    Want your business to become more competitive? Invest in people
    • Opinion

    Want your business to become more competitive? Invest in people

    Learning and development can sometimes fall into the “nice to have” bucket – but John McNerney, managing director AUSEA at Yahoo, makes the case that in a tech-driven age marketing leaders should prioritise their employees’ development if they want to get a leg up on competitors. Good businesses are like ships. They’re places where everyone […]

    Gabby’s Dollhouse Stage Show Set To Tour The World From 2025
    • Marketing

    Gabby’s Dollhouse Stage Show Set To Tour The World From 2025

    Universal Live Entertainment Announces Global Partnership with TEG Life Like Touring to Produce a Live Show Version of DreamWorks Animation’s Gabby’s Dollhouse. DreamWorks Animation, Universal Live Entertainment, and TEG Life Like Touring will be collaborating on a live touring show inspired by the magical world of hit series Gabby’s Dollhouse. TEG Life Like Touring revealed […]