DIY Radio Promotion:
Many an Independent Artist have heard at least one story of a band being "ripped off" by unscrupulous promoters, saying they will get radio airplay once you hand over thousands of dollars to their company. But what they don't tell you is that independent artists rarely get enough airplay to make a song a "hit" and the life of the record will meet it's maker, usually before it's even had a chance to grow wings, with little sales or download increases to monetize the expense. So how does an artist, on a budget, go about getting radio airplay that leaves a little meat on the bone?
First things first, it must be a well recorded project, well mastered, and be in broadcast quality format for radio to even pay attention. Assuming all that is in place, you now need to decide who your target audience is. A well defined concept of who you are as an artist/band will naturally define your audience. Are you a vegan who loves the outdoors and sings acoustically from mountaintops? Are you a hard driving rock band with heavy electric guitar rifts and pounding down beats? Are you sentimental and heartfelt with lyrically driven songs? You catch my drift, right? Chances are, if YOU like your music, then wherever you like to shop, eat, vacation, drink etc... you will find like minded fans. Even a frequented favorite hardware store may allow you to put up a poster of your next gig.
As mentioned in previous blogs, artists are, in this day and digital age, and even since the first phonograph record was pressed, responsible for building their own fan-base and engaging those fans to support their career. Building your fan-base will be part of your job until the day you put down the mic, so from the beginning, embrace it, and love it, or get out of the business.
Your own hometown is an obvious place to start. Many radio stations save spins for local bands and a quick phone call to your favorite station's receptionist should give you an idea if that station is worth pursuing. If not, go to the station broadcasting just outside of your area and try again. Once you get a "yes, we spin local artists," find out who to address your package to and send off a copy of your CD along with a personal note and a One Sheet (see hyperlink for ideas) informing the programmer about who you are as an artist, who your fans are, etc... Once the station has been serviced it's time to engage your fans, make announcements at live gigs, post on your social media networks, create personal videos and any other means necessary to help raise awareness that you are going for radio airplay. The Smartphone camera is as good as any for making a 30 second "shameless self promotion" video while engaging your fans with a behind the scenes view of your world. Keep them wanting more... and never forget to ask for their help. Don't assume they know what to do, be the leader and tell them what you need, and again, ask for their help!
Request lines are generally always open at a station, (with 24/7 access on a station's website,) and fans can help push an artist by simply requesting that their favorite station play the record. Be careful that your fans don't solicite stations outside of where they actually live, unless it is an internet station, programmers know when this is being done and they will black-ball you quicker than you can blink an eye. Programmers want to hear from their actual listeners, not every fan you have. Some fans may need to be reminded to not be too over zealous about their "love" of the band... a once or twice a week call-in request is usually enough to get a DJ or Programmer's attention. Calling in every day will be considered annoying and can work against the artist instead of help. Using the radio station website to request songs is another story... once a day is more than acceptable online, and in fact encouraged, as it adds traffic hits to the stations website, and helps promote their advertisers. Find your niche and stick with it until your fan base is firmly in place; target, engage and connect with them, and then branch out from there.
But what if a fan lives out of town and the station doesn't have the record, you may ask? The chances of a staff member seeking out how to get the record is slim to none. It is the artist's job to ensure the record is readily available, in broadcast quality, as a digital download or on an industry compilation disc that the station is known to receive. A small number of stations will accept an MP3, usually when it's a student programmer or a single person staffed station. Most larger stations won't risk viruses and will automatically delete email with attachments.
Creating a Digital / Electronic Press Kit (DPK/EPK) is a good first step and choosing host servers for the DPK that have strong broadcast radio station memberships is a good idea. A built in broadcaster audience increases results when wanting radio programmers and music programmers to listen to you music and subsequently leads to downloading for airplay if they like what they hear. Many college and corporate stations are only allowed to download from specific servers, if at all, so you want to choose a hosting platform that your target stations utilize. If all the station accepts is hard copies, then make your package stand out in the pile of unsolicited material that they get daily. Like anything else an artist does in this business, you must always be thinking of your competitive edge when creating a press kit or packaging your mailout. You have to look smarter, look more professional, more popular and more engaging than the other 2000 artists wanting the same spins.
There are many services that independent artists can take advantage of, depending on their genre, budget and willingness to invest in a campaign and RadioMavens can help navigate the mine field with guidance and expertise while remaining mindful of budgetary limitations.
Once you find out a station is spinning your record, find that station on Facebook and Twitter, Like and Follow them, leave a thank you on their page and then make an announcement on your own page asking your fans to link over to that stations page and do the same. Nothing in this world goes further than a simple thank you and reciprocation. Never forget that your music is your calling card but YOU are the product. Getting your name out there in strategic ways is highly effective and by helping a radio station attract new listeners, you will be a welcomed addition to their playlist.
RadioMavens has a plethora of DIY links to services and sites that can help you to help yourself, and of course we welcome the opportunity to introduce and expose you to our 4800+ radio stations always looking for new music. No matter what, two hours a day of social networking, radio station hookups and brainstorming marketing ideas with friends and fans will take you much further faster, than sitting around aimlessly wondering what you should be doing. The creation process is only a small part of the business of music, so be sure and set aside a budget of time and money after all is mixed and mastered, and invest in the marketing and promotion of your project. It won't get to radio by itself.
Abby Montgomery
http://www.RadioMavens.com
615-491-0918
