How to get your music heard by 100,000 people

VIDEO: My musical experiment in social media being published to an audience of hundreds of thousands... podcasts work. 

We all know the traditional music model is dead. It's no longer about getting a record deal and getting on the radio - just like the film industry, the mainstream is now only fit each year for a few blockbuster titles that are designed with a specific audience in mind. Think Transformers rather than Trainspotting. Commercial radio and record labels can't afford to play indie music anymore, it just doesn't sell.YouTube for a short while looked like the next big thing for music, but has quickly become just another media channel - "viral" videos are now seeded with media spend, just like TV used to be. The "blogosphere" has equally become commoditised, and Spotify / Soundcloud etc. tend to only work best when you've raised awareness of your brand elsewhere.So who are the publishers of tomorrow - who has an existing audience and the ability to get user generated content to a large audience? Podcasts came up as an obvious answer. Advertisers in the US have begun swarming to them, but in terms of the actual content, Podcasts are as yet fairly uncorrupted.As a social experiment, I submitted a short piece of music as a theme song to "If I Were You", the podcast of Jake and Amir of CollegeHumor fame. They not only played the song at the top of their show, but also joked around about it (and my name) for the next minute or so - considering the size of their listener base, that's exposure that would cost a lot in other channels, even online.It will be interesting to see how podcasts evolve as a media channel over time, and how fast it happens.