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Check Your Music Promotion Knowledge
Check Your Music Promotion Knowledge
The product of a
radio station is its programming. True or false?
True: The
programming of a commercial radio station is indeed their product. Radio stations in large
markets can sell for millions of dollars, and the owners of radio stations spend a great
deal of time and money researching what type of programming would deliver the best return
on their investment. This crucial fact must be kept in mind at all times when attempting
to understand and work with stations.
DJ's on
commercial radio stations have the freedom to select the music for their shows as long as
they stay within the boundaries of the station's music format. True
or false?
False: One of the
most important positions at a radio station is the Program Director. One of their jobs is
to select the right DJ's for the stations format. They are selected primarily for their
personalities, and not necessarily for any in-depth knowledge of the music format. The
most listened to times of day are mornings and early evenings. The best talent available
is selected to be on the air during these hours, and the music played is generally
selected for the DJ's by the Music and Programming Directors, and in many cases by
"Consultants" who specialize in selecting the music for a particular format.
Commercial radio
stations derive most of their revenue from selling air time to advertisers and sponsors. True or false?
True. In order to
make their money buy selling air time, the stations select a format that they believe will
attract a significant audience, which they then hope to "deliver" to the
advertisers. Different formats attract different listeners. For example, Alternative Rock
stations attract the 12-35 demographic, and in turn there are companies and products that
look for that segment of the population to reach with their ad messages. Whatever the
format or segment of the population is selected, the stations goal is to choose music that
appeals to the broadest possible audience within a segment of the population.
Record labels
select what specific songs will be played on commercial radio stations. True or false?
False. Record
labels send "promotional copies" of their new releases to radio stations. By
providing them with "Radio One Sheets" that list marketing and promotional
plans, artist bio information, and other information aimed at convincing the Music
Directors to play the record, the Label Reps use their influence over MD's and PD's, with
promises of gifts, favors, and label support of various kinds to get their product played
on the stations.
Payola is
rampant in the music business of the 1990's. True or false?
False. Payola has
been around in one form or another since the 1950's. The techniques described in answer #4
are more often the order of the day in the 1990's. However, the cash payment of money to
key station personnel is still a factor in commercial radio. What is more prevalent is
"creative Friendola", where imaginative minds find ways to legally get around
the laws pertaining to payola. "Hiring" PD's to "advise" record labels
on what they think of a particular song, can put extra cash into the PD's pocket, and
result in those particular songs showing up more frequently on the station's Playlists.
Commercial radio
stations monitor the listening habits of their audience regularly. True or false?
True. It is
essential for radio stations to monitor their audience. The Arbitron Ratings are the bible
for listener information. Stations subscribe to these ratings which are conducted
throughout the year, and give stations, labels, and advertisers feedback on how well a
station is doing "delivering their programming to the audience, and delivering a
select audience to the advertisers.".
At most
commercial radio stations the Music Director deals with the Record Labels and recommends
songs to the Program Director who ultimately has jurisdiction over all programming. True or false?
True. At most
major market stations Music Directors deal with the labels, but it can also be that the
Program Director acts as the Music Director. It is advisable to check with every station
that "Promo" CD's have been sent to, find out what their system is, and also
find out what days of the week and what hours are set aside by the MD/PD for phone calls
from the Label Reps.
College radio
and public radio stations play a broader selection of musical genres. True or false?
True. For all the
reasons stated above, if a new artist or band is looking for their first air play, there
is more of a chance for air play at college radio, and public/community stations due to
the diverse programming commitments that these stations embrace. Be forewarned however;
the amount of product being sent to any and all stations in the 1990's is at an all time
high. Be professional, prepared, persistent, and patient when dealing with radio stations,
non-commercial or commercial. "Follow up" and "Thank you" calls are
highly recommended.
Broadcast Data
Systems is a computerized technology that enables radio stations to track how often and
what specific artists were played on the station. True or
false?
True. This
remarkable technology changed the way radio reported its pallets. Now there is a higher
chance of accuracy in determining what songs and records are played, as well as how often
the songs are played. Along with the Soundscan system for tracking retail sales of CD's
and tapes, "BDS" is a welcome change that helps artists, labels, and radio
stations do their business more accurately.
Radio stations
report "Playlists" of the songs they air, and the Music Industry Trade
Publications (Radio & Records, Gavin, CMJ, etc.).compile their air play charts from
these Playlists. True or False?
True. The charts
found in the Trades are used by the labels to track the success of a new record. The Label
Reps analyze and study these weekly charts, and the individual station Playlists are also
carefully studied. The labels can use the information found in the charts and Playlists to
continue their promotion and marketing campaigns, to "regroup" and go back to
stations to thank them for their support, or encourage more air play, or to convince
stations who haven't played the record to "get on board".
Scoring
9 or 10: Sales
HipMaster
7 or 8: Sassy and Savvy
5 or 6: Mild Mannered Mogul
3 or 4: Neophyte
2 or less: Sucker
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