The power of podcasts in music marketing: How artists can engage superfans through audio
Tap into the audio-driven world of podcasting to connect with superfans and elevate your music marketing strategy.
Podcasts: An untapped opportunity for music marketing
Podcasts have become increasingly popular in the media landscape. A large part of the growth has been fueled by the expansion into the podcasting space from platforms like Spotify, Amazon Music, and YouTube.
While the podcasting boom has transformed audio, its potential as a music marketing tool remains relatively under-utilized. For artists and industry professionals looking to connect with loyal, engaged fans, podcasting spells a huge opportunity.
Podcast listeners = music superfans
According to a recent Luminate Insights report, 40% of the US population listens to podcasts, with 26% tuning in weekly and nearly 10% listen daily. These listeners space across age groups, with similar levels of engagement between ages 55 to 64 to listeners 13 to 24, and podcasting popularity increasing among more affluent demographics.
But here’s where things get really interesting: podcast listeners are disproportionately music superfans.
Luminate found that:
- 28% of weekly podcast listeners are music superfans (40% more likely than the general population)
- 52% of them pay for music streaming services (45% more likely)
- 70% identify podcast availability influences their choice of music streaming platforms
Podcast fans also show stronger engagement in behaviors that matter to artists: they’re 27% more likely to buy physical music, 62% more likely to attend concerts, pre-save music, and discover new tracks through TikTok and Shazam.
The value doesn’t stop there. Audio listeners are highly influential, with 41% saying they shape their friends’ music tastes. Meanwhile, they’re also more likely to search and discover new, emerging artists. Their tendency to share, combined with their willingness to spend money on music and experiences, makes them an invaluable audience for artists trying to build long-term careers.
“Unsurprisngly, their passion doesn’t necessarily end with the music itself. They crave deeper, more intimate connections with artists and hunt for other ways to engage with them on a more personal level.”
Luminate Insights study
These listeners don’t just stream music; they seek out deeper, more personal experiences with artists. For an industry increasingly reliant on superfans to drive revenue and longevity, podcast listeners are a critical audience that offer an opportunity for music marketing.
How artists can use podcasts
Given the valuable characteristics of these podcast listeners, it is key to try and reach these audio listeners on the platforms that they use the most. Here are some ways artists can harness the power of podcasts to build stronger fan relationships and boost engagement:
1. Podcast advertising
Podcast ads are often read by hosts themselves, creating a more personal and trusted form of promotion. As opposed to a pop-up ad from Spotify or YouTube themselves, this form of advertising blends seamlessly into the content, making it more likely to resonate.
Artists can sponsor segments or episodes to introduce new music, play snippets, or even share behind-the-scenes stories. Licensing challenges could be an issue, but this could still be an effective way to capture podcast listeners.
2. Make guest appearances
Joining a relevant podcast for an interview is an accessible and effective way to tap into podcast audiences. Artists can talk about upcoming projects, personal inspirations, or career journeys. This helps humanize the artist and foster a deeper emotional connection with listeners.
3. Launch your own podcast
As an artist, you’re probably wondering why you’d start a podcast, let alone how you’d go about creating one. While this requires more effort, it can pay off in a big way. Hosting a podcast gives artists complete control over storytelling, allowing them to connect with fans on a deeper level.
Create podcasts as part of a broader exclusive content push for superfans to engage in. For instance, The Struts created a podcast with rotating appearances from band members. Nurturing their superfans, the band provides “behind-the-scenes look at life on and off the stage”.
4. Collaborate with music-focused podcasts
Seek out niche music podcasts that align with your genre or brand. Whether it’s discussing the latest hip-hop or indie music, being featured (or even co-hosting a segment) on these shows helps you reach the right listeners who are likely to become superfans.
The bottom line: Podcasts convert listeners into loyal fans
Podcasts are more than a trend- they’re a key channel for reaching high-value listeners who want more than just the music. Audio listeners want context, stories, and personality to deepen their connection with artists. That’s why podcast listeners are some of the most committed superfans around.
For the music industry, tapping into this space isn’t just smart- it’s necessary. Whether through advertising, interviews, or creating your own content, podcasts offer artists and marketers a unique chance to build lasting fan relationships.
Superfans are already listening to podcasts. The question is: are you talking to them?
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