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March 7, 2009

I do Radio Promotion for a Living

Filed under: Music Promotion — Tags: , , — admin @ 11:56 am

Radio promotion is not rocket science but it still is a science and an art. You can do it just as well, if not better, than any major label or anybody else. Radio promotion is an art that demands a certain style you may neither have nor desire to cultivate. Radio Promotion is a Full-Time Job – The job of promoting a record may seem to be straight forward – send the CD in and call the stations to find out if it is being played. This first glance is only a portion of what goes into getting your CD on the radio.

Radio promotion is one of many essential elements in your overall music marketing strategy provided it is implemented in conjunction with other marketing tactics at the right time. An effective radio campaign can set the stage for your single, and bring massive media attention to it.

Record promoters are usually independent contractors hired by record labels, so promoters can have a strong incentive to boost a record’s chart performance, even if actual radio airplay for that record may be faltering. But, as Moose pointed out, though charts are important for promoters their job is or should be focused on getting records radio play. Record companies focus on radio-friendly and videogenic acts to the exclusion of worthy mavericks or experimentalists. They spend huge amounts on videos and radio promotion campaigns in hopes of an immediate hit. Record labels with multiple artists/releases already know the importance of reducing promotional costs per product this way. Indie artists/bands can get together to share ad space to reduce their costs too.

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