RADIO
PROMOTION
Working music to radio is
a time consuming project.
Few new bands/artists realize
how much dedication and
work it takes to get a song
on radio. The general assumption
is, once in the hands of
the Music Director it will
automatically be added to
the playlist. Unfortunately,
that's only the beginning
of the long ride to regular
rotation.
The burden of pursuing airplay
can be alleviated by hiring
a professional, independent
record promoter. A professional
promoter, through established
relationships, can encourage
Music Directors to listen
to your song and take into
their weekly music meeting,
to consider for regular
rotation.
THE
PROMOTER
A professional radio promoter/tracker
calls music directors each
week to obtain as much airplay
for a client as possible.
Music Directors receive
anywhere from 25 - 50 new
cd's EACH WEEK from major
record and small independent
labels, and of course, completely
independent groups or artists.(For
Campus Radio the figure
is closer to 50-100 cd's
per week, can you imagine
having to listen to each
one? Well they do and many
Music Directors are there
on a volunteer basis and
also take tracking calls
through out the week by
as many people, that's alot
of work)
For commercial market radio
priority rotation 'adds'
first go to signed major
label artists. If there
is space for more adds the
promoter trys to convince
the music director why he/she
should add your song. Campus
radio is more receptive
to
those unsigned artists and
likes to hear all sorts
of music.
If you haven't already decided
on a "single", the record
promoter will assist in
selecting which of your
songs will have the best
chance at securing airplay.
If you're not sure which
format your cd should go
to, the promoter will know.
Many new artists waste both
time, money and product
by sending cd's to the wrong
market. Formats range from
Easy listening (MOR); Adult
Contemporary (AC); Contemporary
Hit Radio (CHR); Contemporary
Album Rock (CAR); Country,
Secondary and Campus markets.
After your cd has been sent
, the promoter
starts pre-promotion, informing
the music director the cd's
on the way, tracking
it's course until it arrives.
At this point the ball begins
to roll.
Once the promoter gets the
music director to listen
to the song and receives
feedback they will provide
the artist/group with weekly
or biweekly reports.
Reports cover exactly what's
happening at radio; who
is considering it for an
"add"; who needs to listen
more; who it's not suited
to; who doesn't like it
and won't be adding it ;
or who does like it and
will start by giving it
"feature" airplay. The feature
can be anything from playing
the single once, or extensive
as playing several cuts
from the album along with
a "live" radio phone interview
with the artist or group.
If you begin to get airplay
your promoter should supply
you with weekly tracking
sheets. These sheets can
be used to help you distribute
your CD to areas where your
song is being heard, book
shows in markets you are
being played and help get
interviews in those cities
and develop a fan base.
CHOOSE
A SINGLE
(Commercial Radio Stations
require a focus track) A
common error many new artists/groups
make is sending their cd
to a Music Director without
indicating which track is
the focus or "single". This
is ineffective and also
puts your CD at risk of
never obtaining airplay.
With 25-50 new CD's on their
desks each week, Music Directors
don't have the time to listen
to an entire CD. Chances
are they will throw it out
without ever listening to
it.
(College, Community, Public
Radio) In the case of Campus
radio singles are not chosen,
the entire CD is made available
for airplay.
WHAT
DO YOU WANT TO ACCOMPLISH?
Another important aspect
to consider when looking
to approach radio with your
song is what you want to
accomplish. This means,
do you want to chart nationally
or are you looking to sell
some CD's and obtain gigs
and build up your fan base
locally? You need to take
a serious look at this factor,
as it will determine how
large a geographic market
you will promote your CD.
SPINS
Spins are defined by the
number of times a song is
played. Artists/groups that
go to major market reporting
stations in any format stand
a chance at "charting" in
one of the industry trade
magazines. Chart numbers
are now based on number
of "spins" a song receives
from the total number of
stations on the record.
The more reporting stations,
where you achieve airplay,
the higher your chart number
will be. If you start charting,
"building a story"about
your music, you will be
able to take it to the next
level.
MAKE
SURE YOUR PRODUCT IS PROPERLY
LABELED!
It's important to have your
product properly labeled
so when the Music Director
picks it up, they will know
what track you want them
to listen to. The standard
format for sending a package
should include: A short
bio, a list of stations
already playing your song
(if applicable), the track
# clearly marked, and in
a jewel case.
SEND
A COPY TO B.D.S.
Any CD's going to major
market radio MUST send a
copy to BDS. BDS stands
for Broadcast Data Systems.
BDS is a computer based
system that "fingerprints"
your song into a computer
,then tracks it through
a satellite system giving
an exact number of "spins"
a song receives. BDS Reports
tell the number of "spins",
from what station and how
many listeners at the time
of your airplay. This report
is expensive to obtain but
can be factored into the
cost of radio promotion
fees, if the artist/group
desires. That is how charts
are compiled today. The
address to send to MUST
indicate the track number
and name of the single:
8100 N.W. 101st Terrace
Kansas City, Missouri 64153
Att: Lana Goodman The local
Toronto BDS representative
is Paul Tuch, for further
information he can be reached
at Ph: 1-905-853-6657 FX:
1-905-853-6403 . PS. Fingerprinting
your CD on to the BDS System
is FREE!
Written
By: Kris King
