The Entertainment Bureau

Traditional media continues to hold value in promoting talent in the arts and entertainment sectors, particularly in the case of heritage and legacy artists, for several reasons:

1. Wider Reach: Traditional media platforms, such as television, radio, and print, often have a broad and diverse audience base. They reach a wide range of demographics, including older generations who may be less inclined to engage with digital platforms. This wider reach allows heritage and legacy artists to connect with a larger audience and gain exposure to new fans who may not be actively seeking out digital content.
2. Credibility and Authority: Traditional media outlets often have established credibility and authority built over years of operation. When they feature an artist or endorse their work, it carries a certain level of validation and legitimacy. This can be particularly important for heritage and legacy artists who have a long-standing reputation and a body of work that has stood the test of time. Being recognised and promoted by reputable traditional media sources can help solidify their position in the industry and attract new opportunities.
3. Contextualisation and Narrative: Traditional media has the advantage of storytelling and providing context. Through interviews, profiles, and documentaries, they can delve into an artist's background, influences, and creative process. This deeper understanding of an artist's journey and body of work helps audiences appreciate their significance and legacy. It allows for a more nuanced portrayal that can capture the essence of the artist and their contributions, which can be harder to achieve in shorter digital formats.
4. Multigenerational Appeal: Heritage and legacy artists often have a fan base that spans multiple generations. Traditional media platforms offer an opportunity to bridge the generation gap by reaching both older and younger audiences simultaneously. They can introduce the artist's work to younger generations who may not be familiar with them, fostering appreciation for their contributions to the arts and entertainment industry.
5. Adaptation to Digital Platforms: While traditional media outlets have their roots in pre-digital eras, many have adapted and expanded their presence to digital platforms. They maintain their brand recognition and leverage their existing audience base while also reaching new audiences through online channels. By embracing digital platforms, they can combine the benefits of traditional media with the accessibility and interactivity of the digital world.

It is worth noting that traditional media should not be seen as the sole or exclusive means of promoting talent in the arts and entertainment sectors. Digital platforms, social media, and streaming services have revolutionised the industry, offering new avenues for artists to gain exposure and engage with their audience. However, traditional media continues to play a vital role in reaching a diverse audience, establishing credibility, and honoring the legacy and contributions of heritage artists.