New Media Interview: Allen Sale – Executive Producer, Astral Audio Productions

http://www.astralaudio.net

Q: How can contemporary artists make more money on the internet?

A: Models like what Radiohead, Nine Inch Nails, and Mark Mosher have given potential buyers a choice of what a particular song or album should be priced at. Their success along with keeping things drm free encourages fans to obtain works from the artists. Perhaps if artists gave fans the chance to rate individual songs or the entire album as a whole, then a higher rating could mean that fans are more likely to purchase the work. An option would be to cap the price at around $15.00 for the CD and $5.00 for the digital download. If the rating goes down, the cap should be lowered along side this.

Q: Where do you see the next trend in social media? What else can be done in terms of having an online conversation? What is the next “What are you doing?” question?

A: The next trend is a form of deeper engagement between the artists and their fans through places like Twitter, Ustream, and Blog Talk Radio. Artists allowing fans to get a glimpse into what else goes on besides recording, concert tours etc. Bands like I Fight Dragons now set up live call in sessions for their fans and organize movie nights; chatting on twitter about the films in real time. So that leads to artists asking, “What do you think?” Fans can then tell the musicians what they like, don’t like, what they want more of.

Q: What inspired you to start broadcasting/blogging? It that still your source of motivation?

A: Several years ago, I got to know several radio on air personalities in the New Orleans area. I was enchanted with the idea of talking to people and getting the chance to experience different bands and artists. I developed a working relationship with one dj who has been my major source of inspiration. I started listening to podcasts in 2006 and knew that I could get used to being behind the mic if I just gave myself the opportunity. In September of 2007, I started the Astral Audio Experience and kept the format simple by announcing artists and songs; playing the occasional podcast promo to spread the word about other podcasters. i then was
introduced to audio drama podcasts and was hooked. Astral Audio Productions was born out of my love of acting, music, and writing. Getting the chance to introduce new bands and artists while providing different ways to present it to catch the listeners’ ear is what keeps me going. If I can make a listener say, “Wow. I like what I’m hearing and want to help spread the word and get involved,” then I have done my job.

Q: What are some things bands can do to get your attention to be featured on your broadcast/blog? Do you ever cover a band that you are not particularly fond of musically ?

A: I listen to a wide range of music genres and a lot of what is not on the radar makes for quality listening. If a band or artist wants to grab my attention, I specifically listen for arrangements that engage me from the start. If the production isn’t great or the song writing is disjointed, I pass it up. However, if each song makes me feel like I’m in a self-contained atmosphere of music and pulls me along for the auditory ride, I generally play it on the podcast.

Q: Will major labels ever be the gatekeepers again, or have they lost all of their power to the internet forever? Can they somehow return to prominence?

A: I personally look for music that isn’t with a major label; the netlabels allowing artists to be more expressive with their work. Many of the albums I get are often found for free or I am just lucky enough to find them through places like Ariel Publicity. If major labels want a chance at recapturing the magic, they need to take steps like the ones I outlined earlier to grow a sense of community and closeness; feedback helping to produce more innovative artists.