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There may be some that tell you
that a radio campaign is a waste of money. That
terrestrial
radio is no longer the way to go with the onset
of digital marketing and the internet. They may
tell you that it's all about the Internet and nothing
else. I've heard them say that radio stations are
closing down ... no one listens to the radio
anymore. Well,
by keeping up with the trends as we do on a daily
basis, and knowing totally everything there is to
know about promoting yourself as an independent artist
in todays world, we have one word for what those people
are saying. RUBBISH. Although the Internet
and the digital world of music marketing is no-doubt an
essential element in your marketing, and maybe should be
the foremost method you use, you still can't do-away
with the traditional end of marketing. If you
tried to, then there would literally be no TV, no radio,
no magazines, no newspapers. Take a look around
.... Do you really think this is the
case?
Although radio promotion may very well be an
essential element of your overall music marketing
campaigns, there is a time and a place for it. Radio campaigns can
be extremely expensive ranging anywhere from $450 - $700. per week for a top
radio plugger. A typical campaign runs between 8
to 12 weeks ... the longer it runs the more
effective it can be. So you can see what kind of
money we're talking about here. This is why it's
so important to assure that you time your campaign
properly. If it's in your budget it's best to
implement a publicity vampaign to coincide with radio
airplay. It is also important to time your
touring so that it runs in conjunction with the
radio campaign. Play the cities where radio is
giving you the spins.
A top radio promoter, one with a
great deal of music industry connections can help you in
many other ways other than pitching you to the radio
stations for airplay consideration. They can
facilitate live radio performances, interviews,
etc. The best of them have associations with
record labels for whose artists they may do radio
promotion campaigns for. If you hook up with a
seasoned radio promoter, who really loves your single
and album in general. This could open up a world
of opportunities for you.
How to find the right radio
promoter for your project:
When you think the time is right to engage a
radio promoter (you've chosen the single, you have a publicist in place, your
marketing and promotion consultant or manager is in
place) there are a couple key factors to
consider.
1. Choose a radio promotion firm that specilizes
in your genre. One that has the radio station
associans with the correct format and that play
your genre and style of music.
2. Choose one that is associated with music
industry charting journals such as Radio & Records,
Billboard, Friday Morning Quarterback, or
Mediabase. This way you have a good chance of
having your single charted. Without radio,
obviously you will not appear on any of these
charts.
3. Choose one that has been around for a while,
has a proven track record, and has worked with notable
artists and record labels. Choose an established
radio promoter, one that has the clout to persuade a
program director to even listen to your single.
It's also important to speak with current and past
clients to determine the firms response time and
efforts.
4. Choose one with the experience, knowledge and
expertise to help you choose the right single to
promote.
5. Choose a radio promoter that specializes in
secondary and tertiary markets. It is essential to
start in these markets prior to attempting to get radio
play on mainstream R&R stations. You need to
achieve success in those secondary markets before you
can move forward. |
The indie
bible lists hundreds of Internet radio stations that
feature independent music.
The Galaris Musician's Directory
has over 1200 contacts including radio stations that
play indie music
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