Make the Most of Free Content: Turn Raw Materials into Gold

Kevin McElroy
Editor, Tune Up Magazine

Everyone’s a Creator: Use Free Content to Your Advantage

There are a million plus blogs, YouTube channels, podcasts, and radio stations these days. This explosion of creativity is both a challenge and an opportunity for bands trying to stand out. That’s not a bad thing—in fact, it’s amazing. The tools exist for anyone to create and share. We’ve built our entire operation on this accessibility! Professional voiceovers? Check. Slick graphics? Check. Killer logos and merch? Double-check. But let’s be real: Not everyone starts off doing it well, and that’s okay.

Unlock the Potential of Free Content

Here’s a reality check: Every single thing we do to promote our bands or creative ventures is in itself a full-time job. Online marketing, social media, SEO—these are rabbit holes that can easily distract you from what you started doing in the first place: making music, creating content, and celebrating the bands and artists who inspire you.

But here’s the kicker: Free content is everywhere, and most of it is sitting untapped often overlooked or underutilized. Bands and creators sometimes miss its value potential. Possibly assuming it’s not worth the effort to repackage or share, or because it will take time and money, both of which are limited.

Let me break it down for you:

• Podcasts and radio hosts record audio that your band can use.
• YouTubers and fans at your shows are creating videos that showcase your live energy.
• Social media snippets and reels are waiting to be clipped from your funniest or most memorable moments.

Even a bad interview can become a great sound bite or a funny behind-the-scenes moment with some creativity. This is content that shows your band in a good light, that gives your fans a glimpse of who you are offstage. It’s valuable, and it’s just sitting there, waiting for you to repurpose it.

If you don’t use it, that’s on you.

It’s a Team Effort: Broadcasters and Bands Together

Now, let’s pause and give credit where it’s due. Every podcaster, YouTuber, or radio host out there who’s hustling to build an audience deserves a round of applause. Are all shows great? No. But every single person who gets off their ass and tries to do something positive is contributing to the ecosystem.

We podcasters and content creators work hard to promote bands by featuring them on our shows, but we should also think about how the content we create can serve as long-lasting materials for the bands to use. This isn’t something I’ve seen widely expressed, but it’s an idea worth sharing. We all want to benefit from each other’s audiences, but sharing a Facebook post announcing a show only lasts in the ether for a few minutes. Instead, we should aim to create content with more staying power, something that provides value beyond the initial airing. This way, we get more mileage out of the work we’re doing, and everyone benefits in the long run. Let’s face it: While our audience numbers may not rival those of professionals, the unique and personal connections we create with our listeners and viewers provide a value that’s hard to replicate. And honestly, even the professionals with large audiences are struggling to stay relevant and avoid fading out. We’re all working hard, and that effort deserves recognition.

As a broadcaster myself—and yeah, I’m a miserable ol’ cuss sometimes, and as a jaded marketing professional, seeing the same mistakes and lack of effort to improve can be frustrating—I’ve seen firsthand how much work this takes. But that’s exactly why it’s so rewarding when we get it right together. We’re not in it for the riches (although some gas money would be nice); we do it because it’s a passion. And like any creative pursuit, there’s always room for improvement. I say to every podcast and YouTube show: Don’t put the blinders on. Welcome feedback. Build a club to exchange ideas, critique each other constructively, and grow together.

Turning Good Intentions into Great Results

So how do you take this free content and make it work for you? Here are some tips:

1. Snippets Are Gold: Comb through interviews, podcasts, and videos for highlights. A funny moment or a powerful quote can be turned into social media reels or posts.
2. Show Personality: Use content that gives fans a peek behind the curtain. People connect with stories, quirks, and humor—not just the music.
3. Repackage Strategically: Even a bad interview can be salvaged. Find the gems and make them shine.
4. Invest in Presentation: Pair that content with professional-looking graphics or captions to keep your image polished.
5. Tap Into TikTok: TikTok’s short, engaging video format is particularly effective for reaching new audiences and building connections quickly. Its algorithm is designed to showcase fresh content to people who are likely to enjoy it, making it a powerful tool for audience growth. Think of TikTok as the modern MTV. Sure, YouTube is great for full-length, traditional music videos. But TikTok is where you hook new fans with short, snappy content. Take, for instance, artists like Lil Nas X or Olivia Rodrigo, who leveraged TikTok’s viral potential to catapult their careers into the mainstream. This platform thrives on creativity and engagement, making it a must for connecting with new audiences. If you’re not competing in the video market that’s thriving, you’re leaving growth opportunities on the table—especially with younger audiences hungry for fresh content.

A Positive Spin on Collaboration

The point isn’t to call out anyone for doing things poorly but to encourage everyone to level up. If you’re a band, don’t just dismiss smaller platforms because their audience isn’t huge. If you’re a broadcaster, don’t assume your work can’t be better. We’re all in this together, and the goal is to create a community that lifts everyone up.

Let’s stop wasting energy spinning our wheels. Early in my career, I sometimes felt stuck, focusing too much on what wasn’t working instead of leveraging the resources I already had. The truth is, the only way forward was to use what I already had in front of me—raw, imperfect, but full of potential—and make it work. Instead, let’s focus on using what’s already at our fingertips to build something incredible. Because at the end of the day, we all started this for the same reason: a love of music, a passion for creativity, and a desire to make an impact.

Go play. Go create. And make it count.