radioplaytodaycom's blog: "Radio Play???"

Getting Heard: How today’s musicians can break through the radio play barrier. Approximately 14,000 radio stations are licensed in the USA, but only four companies control the majority of the Top 40 market. Big media also owns and controls major concert venues, so if you don’t get played on the radio, you may not have a career in the music business. Talent and a little bit of luck have always been essential to stardom in the music business, and that fact has not changed with the evolution of mass media. But without strategic alliances, resourceful partnerships, and sophisticated high-tech marketing campaigns to enhance their chances of connecting with a wider audience, the unsigned artists of today will likely languish in obscurity, regardless of how much talent they may demonstrate. As veteran entertainment industry executive Jerome Peterson explains, “Today’s music market is saturated with musicians hoping to become the next big thing. And many artists fall by the wayside for a number of reasons, the most prevalent one being lack of exposure.” Being heard – versus being lost in the herd – is the key that unlocks the door, but the keys are well guarded. As the global playing field for emerging artists becomes more populated and competitive, the chances of making it big continue to shrink. But there are ways to get yourself noticed, and if you put in the effort in an intelligent manner, you can reap huge rewards. “You have to promote your product in creative ways that directly increase the probability that you will be noticed by a high level industry professional,” says Peterson. Peterson should know. He is the Founder and CEO of Radio Play Today, a multi-media interactive networking service that promotes musical talent. During more than 13 years in the business, Peterson has worked with a variety of record labels including Sony, Jive, Arista, Blunt, and Nervous. Peterson compares promotion of music to branding of a product – which it is in the eyes of record labels and radio stations – and his advice to musicians is to work hard, remain focused on the music, and do whatever it takes to get heard above the crowd. Industry insiders like Peterson recommend a multi-pronged approach to promotion that takes advantage of free publicity while simultaneously focusing your marketing dollars where they will produce the most bang for the buck. A well-rounded promo should hit these targets: · Radio Stations: Most artists wait for somebody to discover them and put them on the radio, but those who succeed usually do so by putting themselves on the radio first, and then getting discovered as a result of that effort. Radio promo should include free and / or paid airplay in genre-specific markets. · Active A&R executives: A&R stand for "Artists & Repertoire", and those who represent record labels as A&R executives are the talent scouts of the industry. If they recommend you, the more powerful decision-makers will give you a serious listen. · Music Producers: Beat makers and producers are constantly looking for fresh sounds. If they hear a clip of yours – no matter how short – that they like and want to use, it can have the same effect as getting your song on a Billboard Chart. · Unique Opportunities: Street level research and special opportunities to capitalize on publicity are part of a comprehensive marketing plan. To effectively identify and captivate your fan base, awareness of these – and the ability to respond to them appropriately in real time – is critical. · Other Artists: By sharing people networks, experiences, and inside information about clubs, regions you’ve toured, talent agencies, and other aspects of the business, you can empower one another in a fee-free, proactive way. There are also numerous free promotional opportunities for artists to leverage in their favor, and with a combination of accurate timing and professional presentation you can wind up with lots of great exposure that doesn’t cost a dime. · Get quotes from DJ’s, club owners, journalists, and other artists, to use in your promotions. Name-dropping conveys confidence and a sense that you have a track record of success. It works the same way that letters of recommendation from former employers work when you apply for a job. · Find out what the submission requirements are for sending demos or submitting other materials to stations. Always provide contact info and then be available to answer phone calls or email from stations. They will only call once and if they get your voicemail you’ll blow your best chance. · Distribute press releases on a regular basis. Only market yourself to stations that play the kind of music you offer. If you are a Hip-Hop artist, don’t waste your time sending promos to Country stations, and vice versa. · If you’re playing a show, offer tickets to local stations to give away to listeners. Then get your fans to call and participate in the giveaway, because when you make the phones light up you get the attention of station managers and A&R reps. · Notify stations two weeks before you play a gig, and offer to do a live performance and on-air interview. Many stations – especially those on college campuses – thrive on this kind of programming. But you have to give them sufficient time to work you into their schedule. · Never neglect the small stations. Many are required by law to provide a specific percentage of their airtime to local community involvement and promotion. Plus, most local franchises are owned or affiliated with national media organizations. So if you make inroads with a small station you might suddenly get picked up regionally or nationally. Clear Channel and other major media companies – including television stations –sell airtime, if you know how to buy it. Promo companies like Radio Play Today can negotiate discounted rates by buying on behalf of a group of artists (We show you how to talk to negotiate with the station to get the best deal), whereas you might get rejected if you approach a station all by yourself. And if you decide to invest in your music career by teaming up with a professional promotional company, Internet-based Radio Play Today offers the whole package. Producers can download up to 10,000 royalty-free guitar clips, drum loops, special effects and other samples to help build max-tracks in no time at all, and the site offers a full directory of record company A&Rs, managers, reviews. Listings for management companies include those who represent Beyoncé, Destiny's Child, 50 cent, Justin Timberlake, the Backstreet Boys, Santana, the Pussycat Dolls, and Eminem, to name a few. Trial memberships are less than 10 dollars, and registered clients gain immediate access to a variety of resources, including a database of about 1,000 radio and television stations that offer musicians both free and paid time slots. To help unknown artists, Radio Play Today includes a free 4-track demo and a client Play Book – a professional package of information and resources to help artists manage their campaigns and careers. “We offer marketing ideas complimented by professional in-house publicity to assure that our artists will be heard by listeners across the globe,” describes Peterson. “A successful career requires a conscious level of involvement by the artist,” he says. But those who make it also have to back up their publicity with talent. “In the end it comes down to the quality of the music matched by the artist's diligence,” Peterson concludes. ## Media Interviews Available For more information please contact: Email: customerplay@radioplaytoday.com Or visit the Radio Play Today Web site at: www.radioplaytoday.com “Nothing is more important than being properly prepared when success comes knocking on your door, and Radio Play Today is here to help steer success in your direction.” # .