Why Musicians Are Turning To Podcasts For Marketing And Deeper Connection

Find your favourite chair. Sit back. Now think of the last time you really listened to an artist - not just their song, but their story.

Chances are, it wasn’t through a reel or a tweet. It was on a podcast. That unhurried, intimate medium that allows artists to show up as people first, and performers second.

In a landscape crowded with 30-second hooks, snappy Reels, and algorithm-led discovery, podcasts offer a rare pause. They slow down the scroll. They hold space for context - emotional, artistic, personal. 

Because when an artist sits down for a 45-minute chat or creates an audio series chronicling the making of an album, they do something the charts can’t always measure - they build trust, deepen connection, and invite listeners into the music, not just to consume it.

Why Podcasts? Why Now?

Audio, by nature, is personal. It enters through headphones, travels with the listener on commutes and chores, and lingers in quiet moments. That intimacy is precisely why podcasts work so well for artists—especially in a culture where authenticity drives fandom.

For artists, a podcast isn’t just a promotional vehicle. It’s a space to pause and reflect. To unpack the journey behind an album, explore the themes that shaped a song, or simply speak as a person rather than a brand. 

Another key evolution: podcasts are moving music marketing from promotion to participation. Artists are no longer just talking at fans, they're talking with them.

From Q&A episodes to crowd-sourced stories, the lines between content creator and community are blurring. 

Because in a market driven by connection, culture, and community, voice isn’t just a medium—it’s a message. And the most enduring artist brands will be the ones that know how to use it.

Gaana's Contribution To Audio Storytelling

Gaana, one of India's leading music streaming platforms, has recognized the potential of podcasts in music marketing. With the unique advantage of having the entire Radio Mirchi ecosystem of terrific creators, Gaana offers a diverse range of podcasts by RJs, from artist interviews to genre-specific shows, Gaana offers artists a platform to reach a broader audience. 

This integration of music and storytelling enhances user engagement and provides artists with innovative promotional avenues.? While the video format sits on our Gaana YouTube page, the audio is on Gaana podcast section. 

The real strength of podcasting in music marketing lies in its ability to convert casual listeners into invested fans. A streaming hit might get your foot in the door—but a compelling podcast episode builds the relationship.

And the data backs it. Podcast listeners tend to spend more time on-platform. They return. They explore. In an industry where attention is currency, that kind of engagement is gold.

For Artists, Go Beyond The Promo Cycle

The visual medium can be performative. You sit straighter. You know you’re being watched. But audio? Audio disarms. or long-form interviews, audio allows musicians to show up with nuance and not just a perfectly filtered feed.

There’s a reason why Gen Z loves authenticity and “real talk” and podcasts are the format where artists can be seen, even when they’re not seen.

Imagine a mini audio-doc around an album launch. A five-part podcast exploring influences, struggles, and collaborations — complete with clips, demos, and raw voice notes. It doesn’t just sell the album; it builds the why around it.

And if it’s done well, the podcast lives long after the promo cycle ends — an evergreen piece of narrative real estate that continues to drive streams and sentiment and all artist and music marketers should embrace it.