I have a question for you: As an artist, why do you want to get radio airplay?
The typical response I hear is “to become a star” or to “blow up.” But from my experience, it seems many artists are actually looking for radio airplay to secure a deal with a major label. The idea is to get an advance from a label, have them fund your marketing and promotion, and then earn royalties from your music. This approach is often misguided. Many believe that a single radio play will make them an overnight sensation, but that idea is increasingly unrealistic.
Moreover, investing thousands of dollars to get radio stations to play your song is often a waste. Most artists are not prepared for a targeted radio campaign, and the reality is that very few will achieve success this way.
Typically, when you don’t have connections at radio stations, you hire a promotion person to help place your music. Their fee, ranging from $1,500 to $5,000 per station, includes the cost of guaranteeing airplay. However, even if your song gets played and becomes popular, monetizing that airplay can be challenging. Major chains may not carry your music, and you may not have the know-how to attract their attention. Even if your song is available on platforms like iTunes via CD Baby or TuneCore, you lack direct marketing support from these companies. Relying on social media to drive sales is not a comprehensive promotional strategy.
At this year’s International Soul Music Summit, John Penn, Director of Advertising Operations & Branded Content Distribution at InspireMedia & Communications, made a crucial observation. He noted that social media is often just a series of conversations where people are talking but not listening. This aligns with my advice to artists about online marketing and promotion.
On platforms like Facebook, many artists are shouting about their music, urging people to “like” them, watch their videos, or attend their shows. But when will you start engaging with your audience and developing a promotional plan with purpose?
Consider how often you see phrases like:
- "Force to Be Reckoned With"
- "Starting to Blow Up"
- "Fuck Wit Me"
- "Destined to Be"
- "Support Me"
- "Check Out My"
These phrases do little to help you market and promote your music effectively. They’ve become as outdated and ineffective as saying “You Know What I Mean?”
Now, let’s talk about the radio airplay you’ve invested in. If you haven’t run a print campaign in the city where your song is played, don’t have flyers, and lack a promotional tour or even know what one is, you’re missing key components of a successful strategy. You may not even know if your song is being played because you don’t have a way to monitor it.
Here’s a tip: Before sending material to industry professionals, take the time to establish a relationship with them. Respect is crucial in this industry, and expecting someone to review your work without any prior communication is disrespectful.
Why should a radio station give your song a chance if there’s no buzz around it and you haven’t engaged with the station or its staff?
Your ego might be your biggest obstacle. Regularly reassess your motivations for being in the entertainment industry.
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