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How did the project start?
Ragnarok Radio started in December 2006 to promote heavy metal acts from Scotland, the Boarders and the North East of England. We are an independent group not connected with any record label or promoter who operate the project solely for pleasure rather than profit.
As well as providing a community forum for people to find local bands and events our aim was also to educate those from outside the traditional Heavy Metal sphere about the genre.
We also look to raising the profile of Heavy Metal away from its traditional centers such as London and Birmingham. Typically for bands outside these geographical areas it is more difficult to gain press attention towards an international audience and we wanted to give bands that opportunity without having to pay for the privilege.
In terms of Heavy Metal podcasts there were also very few outside of the United States. These shows obviously promoted American artists and it was less likely that they would promote European bands. This was yet another identifiable area where we could provide something unique for our listeners.
What options did you consider?
Due to the nature of Heavy Metal being an auditory medium there were very few options available to us other than audio.
After several months of running the podcast we did discuss the idea of producing a video podcast. However many smaller local bands don't have budget to produce videos themselves and video editing is a much more complex process than just audio.
What help and expertise did you receive?
Around 2005 we started listening to podcasts. Familiar with the format we started to produce shows in late 2006 while still at University.
We set up the show and continue to run it under our own initiative. When we first started a lot of the information we gathered on how to podcast was from the internet. Once into the process Victoria authored her own article on the subject for an internet 'zine.
Within the team we have three dedicated members.
Victoria - Is the shows all round producer, manager and participates in the presenting side of the show.
Ewan - Manages interviews and fellow presenter.
Gordy - Presenter for the show.
We also have additional team members who participate in the show on a more ad-hoc basis. All the equipment used on the show was also paid for by ourselves since we receive no external funding.
Did you face and challenges or learn any lessons?
Our biggest challenge at the moment is how long it takes to produce shows.
We all do other day jobs since Ragnarok doesn't produce any monetary income. We do have a production schedule and try and stick to it as much as possible but outside pressures often encroach on the personal time we spend on the show.
Another problem for us was that in 2006 no one had heard of Ragnarok Radio. Since then we've been building our brand name. We've built our own roster of contacts both within and outside the local scene to gain interviews with some of the biggest and newest names in Heavy Metal.
Some of the most valuable things we've learnt arguably aren't technical skills nor brand management. It's interpersonal skills - dealing with other team members, liaising with record label contacts, artists and key individuals who perpetuate life in the Metal scene.
What are the outcomes and how has it improved your business?
Ragnarok is still in its infancy, many people are still visiting the site for the first time or getting to know who we are and what we do.
However even in this relatively early stage we have had a positive influence. This is evident in the messages we get back from bands who've had an influx of interest from being on our show from promoters looking to book them for gigs.
What are your plans for the future?
Our aim is to continue to build on Ragnarok's success from previous years. We aim to have an internationally recognised brand that could one day sit alongside the likes of Metal Hammer magazine.
We would eventually like to earn some money back from the show to develop an advertising strategy which will assist us in the transition from popular underground show to being a more well known brand.
