RADIO & RECORDS: A HISTORICAL PERSPECTIVE

Allen Johnston – The Music Specialist 

The music industry has undergone a seismic shift—one that many emerging label owners fail to recognize. Gone are the days when deep pockets alone could secure a lucrative record deal. The landscape has transformed, and understanding its evolution is key to navigating today’s market. 

The Golden Era: A Well-Oiled Machine 

In the past, independent record labels operated with precision. The process was deliberate: 

1. Artist Discovery – Labels sought talent with potential. 

2. Songcraft – Professional songwriters crafted stories tailored to the artist’s voice. 

3. Production – Producers ensured the song’s structure complemented the artist. 

4. Recording – Live sessions and meticulous retakes captured the best performance. 

5. Mastering – An unbiased engineer refined the final mix for optimal sound. 

Once mastered, reference copies were sent for approval. Labels then produced physical media—vinyl, cassettes, CDs—along with promotional materials like posters and one-sheets. 

The Crucial Role of Promotion & Marketing 

Before mass distribution, labels relied on test marketing: 

- Record Pools – DJs (often pool members) received free music in exchange for feedback. Their insights shaped marketing strategies. 

- Radio Promoters – Secured consistent airplay as demand grew. 

- Independent Marketers – Ensured product availability in stores. 

- Chart Specialists – Maintained Billboard chart presence, driving consumer confidence. 

This system thrived—until the majors disrupted it. 

The Downfall: Greed, Technology, and Lost Integrity 

Several factors dismantled the old model: 

1. Artist Empowerment – Musicians began writing and producing their own material, sidelining songwriters and session players. 

2. Home Studios & Sampling – Technology enabled solo production but also bred creative stagnation—sampling replaced innovation, ushering in a "bubblegum music" era. 

3. Payola & Corruption – Record pools devolved into pay-to-play schemes, with DJs demanding fees for fake "feedback." 

4. Billboard’s Decline – Charts lost credibility, vanishing from retail stores. 

Radio’s Fall from Grace 

Radio once mirrored its community—local voices, diverse playlists, and cultural relevance. Consolidation killed that: 

- Corporate Playlists – Stations now cycle 35 songs per week, dictated by executives, not listeners. 

- Syndication & National Ads – Local flavor was erased for homogenized programming. 

- Broken Promotions – Radio promoters take money but deliver excuses, not airplay. 

The New Path Forward 

Today’s label owners must adapt: 

✔ Embrace Technology – Leverage streaming, social media, and direct-to-fan marketing. 

✔ Build Lean & Smart – Focus on scalable, financially sound structures. 

✔ Prioritize Authenticity – Strong songs and business acumen still matter—but chasing major deals shouldn’t be the only goal. 

The industry rewards doers, not dreamers. The question is: Are you building a real career, or just buying illusions?