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A list of essential information for dealing with that ever unique and mysterious relationship between a record label and a radio station.
I have created a list
of essential information for you dealing with that ever unique and mysterious relationship
between a record label and a radio station. As the myth goes; they both need each other
for the mutual benefit of each other’s goals. Record labels need exposure for the
records they constantly release, and music formatted radio stations need programming to
attract listeners, so that in turn, they can attract advertisers who pay them precious
dollars to get their products in front of demographically targeted listeners. What, you
thought perhaps that a commercial radio stations priority was just to play
“good” music? Well, supposedly that is more the case on college and
non-commercial public radio stations, but since most of them continue to lose government
grants because of a lot of spin-doctoring in Washington DC, these stations too are having
to focus more on pleasing their source point of dollars...the listener, and consequently
are more conscious of what records they add to their rotation.
So,
here we go:
"A
handy guide of who does what at a record label and at a radio station, and how they dance
the dance they dance."
The
Label Side of Things
Promo
reps secure airplay for any and all records released by a label.
Work in
conjunction with the label’s sales division, coordinating any radio adds with
distribution and sales connections in various markets
Create
weekly reports for label personnel on progress of getting airplay
Communicate
regularly with A&R, Publicity, and Artist Development Depts. to coordinate marketing
plans and any touring commitments of label artists
What
Makes An Artist’s Record A Priority At a Label?
Wanting
to pick up on a hot new trend (sound) that is coming up from the
streets
Significant
$$$$ investment by the label in signing an act
In-house
political reasons ( from inflated egos after winning a bidding war, to impressing their
peers)
Star
status of the artist
Being
genuinely excited and supportive of the act they signed
What a
Good Promo Rep Should Know
What’s
going on in the constantly changing radio broadcast industry (buyouts, format changes, et
al)
What
radio personnel have been hired, fired, promoted, or moved on to other industry gigs
What
music trends are the Trade magazines reporting, talking about, and/or hyping
Any
possible station/artist promotion ideas being coordinated nationally/regionally
Awareness
of the volume of new product, and the competition within their genre.
Label
Reps and the Sales Pitch
Prep
Issues:
Strong,
reliable work habits: on time, research data updated and accurate, positive attitude
Is the
station exclusively contracted with any independent promoters
What
the Arbitron trends are saying about the specific stations they work
What is
the personal tastes and business style of the MD and PD
What
are the MDs/PDs hours for taking label rep calls
What
type of songs/artists were their stations adding to their playlist in the last few weeks
How
many songs do their stations have room for on their playlist
Know
all the ‘ up to the minute’ facts about the artist being promoted. (Chart Action
etc.)
Aware
of the stations competition, if any regarding playing the songs being promoted
Check
any notes taken from the last conversation with MD or PD.
Set
objectives for the call...get a commitment of some kind.
Check
on any special promotional items available to give away.
Check
on any special station promotion tie-ins available
Follow-Up
Issues
Reporting
to relevant label departments (Sales, Publicity, A&R , Label/Dept. Executives)
Working
out any promised issues that came about during the call.
Constantly
monitoring and tracking, as well as analyzing any breaks that come their way, and being
able to
respond quickly and efficiently to developing situations.
What a
Program Director and a Music Director Do
PD:
supervises
and approve any and all MD music choices
checks
with any station consultants for music selection
hires,
supervises, and fires all on air staff
meets
with all station dept. heads regularly
approves
any and all on air activity (news, commercials, announcements etc.)
meets
regularly with station management and/ownership
MD:
auditions
and selects appropriate music for their station in cooperation with PD or Consultants
prepares
music playlist
reports
playlist to Trades
maintains
library
deals
with label promo reps and other music issues as delegated by PD
So, there
you have it. Now you know a bit about who does what, and as they say when you enter the
ballpark, “You can’t tell the players, without your program”. Have fun...or
have none.
See ya
next month
Chris
Knab
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