And sometimes you also create a revenue opportunity.
Here's one such example with a site called OurStage, which enables music artists from around the country (or around your neighborhood) to compete and be judged by listeners in a scam-proof setting.
Hmm. What happens when you link OurStage to a radio station's audience?
The answer: Your spark some serious listener engagement and you create a sponsorable promotion.
Here's my chat with OurStage.com VP Sales and Business Development Pete Steiner.
Among other things, Pete talks about some of the real-life promotions they have cooked up with radio stations and what the results have been.
This is a good idea for any station where the audience is keen on new and original music.