Music Career Talk X

Here we go my 10th blog on the Sunday before the 4th of July 2011. It's not that I don't like a long holiday weekend it's the fact that I can't do any business for three days,makes me feel restless. If this sounds over the top it might be, but my quest for moving ahead in the music business is on going. The topic for today is radio promotion vs internet promotion. This is a subject that I face right now as I'm about to lunch two new releases from my label this summer. The first thing to think about is who works the promotion for either radio or internet. At radio the traditional path is to employ a "radio promotion quarterback" who determines what format of radio might play my release. Radio is very fragmented so this decision is a make it or break it deal, next the quarterback will hire a radio promotion team who based on their relationships with music/program directors, D.J.'s etc. and geographical location will attempt to get the song placed. Sometimes as a test to see the listeners reaction, sometimes as an add which means the song has been added to rotation. Then to add to the confusion there are levels of rotation i.e. light, medium, heavy, and power rotation. The idea is to have the artist perform where ever the song is being played. Do in stores, meet and greet, and radio interviews at these stations. That's a lot to coordinate!! If you are able to accomplish all of the above mentioned that does not mean the listeners will go out and buy the CD or buy a ticket to see the artist in concert. By the way all of this costs a fortune!! On a positive note radio has and still can be the delivery system for mass exposure of music.
The internet is a great way to reach the masses, it's cost effective, fast, and the future!! This might sound like a bios opinion, but as a record producer I have had great success using the internet as a promotional tool for my own career. The internet is world wide with the press of the "send" key. There is no fragmentation of music style in the same way as radio. Promotion is coordinated by a person who is an expert on internet sites for CD downloads, physical sales, social network sites that millions of people are connected to and visit on a constant basis. Video is a great tool to promote an artist. It's very hard to get a new artists video played on VH1 or other video T.V. networks. Sometimes that decision is determined by chart placement at radio. Sounds like a "catch 22" scenario, enter youtube what a great way to introduce an artist. This allows a band (or single artist) to be seen and heard where they can't physically be. This said not everyone owns a computer, and cars have radio's not computers so there you have it. My thought is to run a heavy campaign on line, get the band touring, build strong awareness, and when the project is really moving go to radio. I'll let you know what happens. For now I'm out of here.