GETTING RADIO PLAY
Getting
radio play is one of the hardest things to accomplish, especially for a new act. It’s
hard for the Major Labels to get radio to sometimes jump on established acts too. And
if you’re an Indie Label, well… all I can say is “determination and creative marketing” will definitely
help. …Of course having a truckload of money won’t hurt either,
but that’s a different book!
Outside of making sure radio stations have your song and promo material, before you start trippin’ by
hassling the radio staff, you should really seek to get as much feedback as you can in the clubs. Clubs are a way to get an instant response of how receptive your song is.
If your song can keep people doing their thing on the dance floor, it may have a good chance of being able to compete
with the hottest songs being played on radio as well.
Now please don’t think it’s that easy to get a hot
club DJ to play your record… just because He’s a little more accessible (than the DJ at the big radio stations). Keep in mind, club DJs get paid to keep the dance floor full. So he’s not going to like the idea of giving your song a spin, if you step to him with some whack
song or song production. So make sure first, that the song is ‘club
friendly’ and mixed (and mastered if needed) properly. What your track
sounds like is definitely a big deal. I have personally experienced testing
songs in clubs, and have gotten a less than a desirable response, due to the song’s mixing and mastering not
being “DJ-Mix” friendly with the other songs he was spinning. And
of course, the timing of when a DJ plays your song will also come into play.
If the DJ is mixing “In Da Club” by 50 Cent, and you’ve got a ‘Rueben Studdard sounding track’,
you might be asking for trouble. Once you get the ‘green light’ …and
you clearly see him bouncing his head with excitement, make the next ‘appropriate’ move –
offer to buy him whatever he’s drinking, and make sure you give him a healthy tip ($) for helping you
out.
Your next step - take it to the street. Do freebies and promo handouts.
Actually, just do whatever it ‘creatively’ takes to expose your songs to the public and the market you are trying
to reach… especially the ones who listen and request songs to radio stations. You know the routine – postcards, flyers, posters, ads, etc., etc. And make sure you say on all the promo stuff: “CALL & REQUEST IT
TODAY”.
If you don’t have some type of following from doing live performances,
you should also consider doing free promo shows in your area. That includes opening up for larger acts that are sponsored
by your local radio & club promoters. During your shows, you sell your CD,
but you better also be giving them away too… with instructions to your ‘street team’ (who need to also be
wearing your T-shirts) to persistently be reminding everyone to call the radio stations and request your song.
If people like your song, and the word gets out about the song being
hot, you can bet that the radio stations will start getting calls about it. Once the station gets enough calls, the
DJ may then go to the stations Music Director about either breaking the song or including it in one of his mixes.
Quick note:
“IF YOU ARE PUTTING OUT RECORDS ON YOUR OWN - DO NOT APPROACH THE PROGRAM DIRECTOR BEFORE APPROACHING THE
MUSIC DIRECTOR AND DJs FIRST!”
There is normally a chain of command in almost all network soliciting.
So start with the DJ, then the Music Director. They can then deal with the Program
Director.
To continue with advice from The Mix Show Coordinator of Radio One, including Music Director & Program
Director contacts to the top Urban Radio Station markets - Click Here
