In May, CBS Radio created a new unit within the company that deftly combined its vast online assets and Last.fm, a leading music discovery site. At launch, the newly minted CBS Interactive Music Group reached almost 40 million unique monthly users worldwide. We recently touched base with David Goodman, President of the CBS Interactive Music Group and learned more about the new division’s exciting endeavors and its plans for the future.
David Goodman
By Mike Bacon
In May, CBS Radio created a new unit within the company that combined its vast online assets and Last.fm, a leading music discovery site. At launch, the newly minted CBS Interactive Music Group reached almost 40 million unique monthly users worldwide, and created a more immersive, interactive and community-driven digital music experience for the user. Its arsenal was recently enhanced with the addition of Last.fm Discover, a new streaming and HD radio station. All of these efforts are aimed at driving an increased audience share surrounding their properties and establishing new and trailblazing revenue opportunities. We recently touched base with David Goodman, President of the CBS Interactive Music Group and learned more about the new division’s exciting endeavors and its plans for the future.
Tell us a bit about how and why the CBS Interactive Music Group was established?
The CBS Interactive Music Group was formed in May of 2009 as a way for the company to align all of its music assets, including CBS RADIO’s music websites, streaming channels and partnerships with Yahoo! Music Radio and AOL Radio, as well as Last.fm. This formation has set us up for optimized success by exploiting our strengths, expanding our music offerings and growing our audience. We can promote, distribute and share our music focused content across multiple platforms.
What are the company’s long and short term goals for this new division?
The CBS Interactive Music Group’s long term goals include becoming the most important player in the digital music space. We look to provide a continuum of music related experiences, content and listening, along with ubiquitous distribution.
Our short term goals are to expand Last.fm’s presence in the United States and increase our listener base. We just launched “Last.fm Discover,” a new streaming and multi-market HD radio station to help us attain that goal. We also plan to gather, aggregate and dispense even more local content on a national or global level. The CBS Interactive Music Group is dedicated to new franchises and programs, and expanding distribution as evidenced by our newly announced Live on Lettermanseries. We are rolling out more mobile applications to enhance and distinguish our brands, and Last.fm is excited to debut its integration with Xbox Live, which will allow the service to stream on the premiere gaming service beginning in November.
Which digital trends are the hottest right now?
Real time information is extremely popular, as is the app market and digital commerce space. We are seeing micropayments and microcommerce explode.
How important is user-generated content like that on Last.fm in the division’s foreseeable future and how will this platform be maximized by CBS Radio?
Radio at its core is user generated, so we recognize the opportunity this affords us. Radio and the music industry have always relied on requests, interaction and input from listeners, which is why we are so excited to further develop and expand Last.fm’s content for its users. This expansion includes our newly launched streaming and HD radio station, Last.fm Discover, which bases its programming on Last.fm’s user generated hype charts. Last.fm also employs scrobbling technology which is integrated into the site and can track users listening habits over a variety of music services.
Will there be more HD side channels that will broadcast the new Last.fm station?
We are looking into the possibility now.
Give us a look into what the Last.fm station will offer listeners.
Last.fm Discover reflects the vibe and spirit of Last.fm. The station offers focused programming based on and incorporating users listening habits including features introducing hot new songs and artists, recommendations based on musical tastes, and live interviews and performances. The station, which helps enhance the brand and the image of Last.fm, is available streaming online and through HD radios in four major markets.
How else can the company better cross-brand and promote mediums such as HD radio side channels?
By working with our sister divisions like CBS Interactive, CBS Television and CBS Outdoor to target similar and like-minded demographic sets. We’re uniquely positioned to increase exposure for all of our assets in a way no other company can.
How will CBS’ new deal with Adam Carrolla figure into CBS Interactive Music Group’s plans?
Adam Carolla is a star and his podcast has been extremely successful. He has managed to attain an audience that reached much further than just the Los Angeles market, so this is a great way to develop and grow his listenership throughout the country. The Adam Carolla Podcast has added an exciting and valuable brand to our digital portfolio and we are looking forward to the many opportunities the podcast gives our company.
How are you deploying social networking and bringing the listener and the advertiser together?
Our properties bring the listener and the advertiser together in ways few other companies can. Last.fm has a strong relationship with its users and mines data such as listening habits and musical preferences, which helps advertisers to create focused, branded advertising experiences.
How do you see the content, design and advertising delivery mechanisms of CBS Radio station web sites growing and evolving in the next year?
CBS Radio station websites are moving to a hyperfocused system specializing in surfacing local content and making sure that content is distributed nationally and globally. As a result of leveraging both content and music related experiences, we are helping advertisers seamlessly integrate their products and services into our brands. Allowing advertisers to interact with our rich media offerings stimulates continued advertising innovation and platforms.
***eQB Content by Mike Bacon**
