The Washington Post details the growing influence of National Public Radio in the USA. It is now second only to MTV in terms of visits per month. Record labels are gradually waking up to the importance of NPR music.
But as the audience for NPR Music grows, it appears to consist of a demographic that’s actually shrinking: music fans who still buy music.
When NPR pushes a group, “there’s a spike in sales and chatter online,” says Steve Martin, the publicist for Radiohead, Arcade Fire and Paul McCartney — all of whom have felt a tangible boost from NPR’s support. “It’s something that reaches an audience that a lot of other people don’t reach.”
And the fact that NPR has music fans reaching back into their wallets has forced both independent and major labels to make NPR Music coverage a top priority in their publicity campaigns.Read more here:
Label representatives for British soul singer Adele say that NPR was an “important piece” of the publicity strategy that pushed her new album, “21,” to the top of Billboard for two weeks earlier this month. NPR Music recently streamed both the album and an exclusive live performance.
For lesser-known indie acts, NPR Music’s stamp of approval can feel downright momentous.