Speed of Sound

Research shows there is an opening for music podcasts, and Speed of Sound is the latest show launching in what remains a relatively small genre considering podcasting is an audio medium. Steve Greenberg, a music industry veteran who has helped launch the careers of Hanson and the Jonas Brothers, among others, is hosting the iHeartPodcast Network show.

“I’ve been in the music business long enough to know behind every hit song there’s a story packed with surprises,” said Greenberg. His new podcast will tell stories about how songs like The Baha Men’s unexpected hit “Who Let The Dogs Out?” was initially met with disbelief at its record label when presented with a track that included the sound of barking dogs. “You’ll hear how the hits really hit the top of the charts, deep diving into the collision of pop music and pop culture,” Greenberg said in a preview of the podcast. He said the show will examine the unique historical circumstances that created some of music’s most remarkable and unlikely success stories.

Greenberg is a longtime record producer who is currently the head of S-Curve Records. It’s not the first time the former Israeli radio personality has become a sort of music historian. Six years ago, he published the book “How The Beatles Went Viral In ’64.” Earlier this year Greenberg won a Grammy Award for “Best Album Notes” for the album “Stax ’68: A Memphis Story.”

Fewer than one in ten podcasts are classified as a music podcast, according to the podcast search engine Listen Notes. But as Podcast News Daily reported earlier this month, data from Edison Research makes a case for why there is an opportunity for the number of music podcasts to grow. It found that among that subset of people who said staying up to date with music is “very important” to them, a majority (52%) report they had listened to a podcast in the car in the 30 days before the survey was taken. That was more than the percentage who said they had listened to online radio, used a CD player, or turned to SiriusXM. In fact, the only media to have more in-car consumption for these music-focused consumers was the king of the road – AM/FM radio – and owned digital music, typically mp3s downloaded to a smartphone or music “saved” on a streaming service playlist.

Among those who say keeping up with music trends is important, podcast listening was most prevalent among 12- to 34-year-olds. Nearly six in ten of that age group said they listened to a podcast while driving or riding in a car during the past month. That should not be terribly surprising since among that age group overall, Edison said 14% reported podcasts are their most used in-car media.