The commercial radio industry, at this time
in history, couldn’t
be less friendly to the independent musician. However, that
doesn’t mean there isn’t some significant radio
airplay available to you if you know what you’re doing.
Outlined below is a plan to consider if you have the three
important ingredients necessary for working your record to
radio.
1) The
money to fund the campaign
2) The
time to spend working all the stations consistently
3) A
product that is ready for national airplay
When
it comes to commercial radio, the chances of getting significant
national airplay for your independent
record are next to none. We live in an era when
a small group of powerful media conglomerates own and control the most
important radio stations in the land. Unless you are
connected to a major label, or
are independently wealthy, the costs of promoting your
songs nationally to commercial
radio have spiraled out of sight.
There
are, however, lots of mix shows and specialty shows on
commercial stations that may offer limited airplay, and
at least will get you some
awareness
in the markets across the country. There will be a lot of work involved
in finding
these
stations yourself, city by city, and music format by music format. I
suggest you subscribe to or get a copy of the annual CMJ
Directory.
If you
have money to invest in radio promotion it’s possible to hire an
independent promoter who may be able to open some doors to these shows for you.
Be prepared to spend several hundred dollars a week for their services.
A more
realistic approach for airplay is to consider the options
available on the noncommercial side of the FM dial. (88.1
FM to 91.9 FM) With
the combination of college radio stations, community stations, and
even some
of the larger
National
Public Radio affiliated stations, your chances of getting your record
played are much better.
Below
you will find an outline based on how professional record
labels plan for their radio promotions.
You
need to prepare:
• A database of commercial and non-commercial stations that you realistically
think may play your music.
• The timeline you'll use to put the promotional material together (basically
setting your deadlines).
Be sure
to remember that your plan may be distributed to employees,
and any independent promotion people you may hire.
This plan
will be their
introduction
to your or
your artist, and is the plan they will base their work
on. 1) Design a detailed overview of your radio promotion
plan.
• Consider all marketing and promotional ideas listed below.
• Propose what you think would work best in each of the areas to help market
the record to radio.
• Remember to keep cohesiveness between all areas: Give reasons why your
music is appropriate to each station you approach.
• Remember you will need several practical tools/materials to achieve your
goals. (Computers, hardware/software, office supplies, etc.). Address the following
specific topics in your plan:
• Background/Goals: Give a brief history of the artist, and describe the
goals of your plan.
• Image: Describe and maintain the artist's image consistently in all promo
materials.
• Radio: What radio format(s) will be targeted? What markets? Which songs?
Any station promotions? (On-air concerts?) Hiring any Independent promoters?
• Publicity: Describe your plans to create a “buzz” in the
print media. Any press releases to the music industry trades? Update any bios,
fact sheets, and other press materials.
• Sales: Describe Distribution and Retail plans. Any in-store play/ promotions?
What other specific sales opportunities? Mail order, live shows, Internet website?
Any store promotional tie-ins with radio stations?
• Video: Is a video cost effective? What airplay opportunities are there
for the video?
• Touring: Describe the time frame for touring, and other promotional events
to coordinate while on the road. Consider specific clubs, halls, fairs, festivals,
etc.
• Any club/venue promotional tie-ins with radio stations
• Advertising: Design an ad to be placed in the trades/ consumer music
press, and other media? What funds are available for purchasing ads? Describe
the costs/benefits?
• Misc.: Record release party? Novelty item? Any other clever ideas? Explain
clearly.
2. Design
a 12 week plan for the product and promotional tools. • Lay out what needs to be accomplished each week to get the record out.
• Consider the: artwork, mastering, credits, sequencing, printing, pressing,
booklets, layout/design.
• Include in the timeline when to start working on the promotional tools
that you will need for your plan (photos, press releases, novelty items, display
material, ads).
• Design the timeline with deadlines for each element of your project.
As you
can see, a radio promotion campaign is something that is
done as part of a wider marketing plan. Always
have distribution
and sales plans, as well as publicity, advertising and touring plans
coordinated carefully with your
airplay campaign. The worst thing that can happen
to any song on
the radio
is that someone
hears the song, but can’t find a way to buy it. Professional record labels
always have distribution and sales connections set up before they secure airplay.
You should do the same. |
