Chasing Radio Airplay
Are you a local artist? Looking for airplay on local radio? Looking for that big break and a record deal? Well, be prepared -- it’s going to take hard work, perseverance and, most likely, an element of luck.

The challenges for any band or artist to get airplay on local radio stations, and from there take the big step to a label deal and recording contract, are many and varied. The phenomenon of “local band makes it big” is almost always a process that takes years and a combination of talent, hard work, perseverance, and luck. The results, however, can be recognition, airplay, great sales, local radio support, and a major label deal.

Get Your Act Together
So how does a band or artist get themselves ready to approach local radio for airplay and support? Get your act together on as many levels as you can. Hone your skills as musicians and writers, and be sure to concentrate on your live performance. Your sound is the most important aspect of getting your act together. Your music should entertain your target audience, whoever that is. In addition, you will need to figure out how to explain to record companies -- in words they can understand -- how and why you reach your target audience -- and what that audience is

Whatever style of music you adopt as a performer, make sure it relates to somebody. Obviously, the more people you relate to through your music, the better chance you’ll have of generating bigger door receipts and selling more CDs. For rock bands or artists I have a simple rule: “Give ‘em three chords and a cloud of dust!” -- and make it loud!

Since I’ve already advised that presenting a complete package is essential, how you look is the next integral component. For more detailed information,see the Image and Imaging advice article. Don’t try to be something you’re not; be yourself, and let your stage presence grow from that. Your live performance is where you sell your songs. It’s also where you’ll have the most fun! Your stage show should reflect your energy and your ability to entertain your audience to exhaustion, if possible.

Your choice of a manager is also crucial to your ability to promote yourselves. For more details on the role of a manager, see Management Whether you choose to manage yourself or to hire someone to manage your act, that person needs to be organized and focused in their work ethic, fair and honest in their dealings with the band, local promoters, and local retail, and someone who has an understanding of how the entertainment business works. Someone with experience as an artist/manager can be a great resource as you make your way in the industry. Your manager should understand your music, who it’s directed at, and have a vision of where it can go

Okay, so you’ve got a sound, a look, a stage show, and a manager. What’s next? Now you need the weight of numbers on your side. In other words, you need a following. You know, that twisted knot of fans that come to every show, buy your merchandise, and spread the word about your performances. They create the buzz you need to keep your audience and door receipts growing. That’s an accomplishment that takes marketing. A good place to begin is by checking out the Marketing Overview article in the Advice Library. Marketing includes everything from selling artist merchandise at shows (T-shirts, hats, etc.), to activating and updating your own website with lots of artist info, performance schedules, e-commerce, to creating a place where people can register to receive your e-mails about the band. Build your own database, then treat the people in it as your most valued friends and followers.

By now you should have a sound, a look, a stage show, a manager, and a marketing plan. Next you’ll need a recording. More detailed advice is available in the Producing a Demo/Early Recording article. Making enough money for a decent recording session with an experienced producer should be a major priority. Don’t be too quick to jump into a studio and record before you’re ready. First, develop your skills as musicians and practice your songs until you’re certain you can hit every note, strike every beat, and play every instrument to get the song right every time. Don’t be afraid to take advice and direction from your producer, but don’t waste time in the studio with experimenting on your sound. Have your songs written and your musical arrangements set before you go into the studio. For best results, be prepared to give your best performance ever.

Getting the "add"
Well, by now you should have all the requisite elements in place to begin your push for radio airplay. So, you’re probably wondering:

·“How do I get my music added to a local radio station playlist?”
·“How can I become the ‘house band’ of a local radio station?”
·“How do I keep a healthy relationship with the station that supports my music?”
· How can I get the label deal I want with the help of the local station?”

Getting the “add” at a local radio station is becoming more difficult every day. The Music Director (MD) answers to the Assistant Program Director and/or Program Director (PD). At most stations now, there is an external programming consultant or an internal corporate “brand manager” who rides herd on the sound of the radio station. Their conservative approach is often represented by the mantra, “The fewer the new music ‘adds,’ the better for the radio station.” The extensive use of local music research further limits any artist’s chance to get a break for airplay. The result is frequently a “Catch 22” situation: You can’t get airplay without research, and your music can’t “test” well in research without airplay. Major labels have difficulty getting adds at many radio stations, even after offering extensive promotions and follow-up support from the band or artist being considered.


Radio Station Roles
The roles of the MD and PD vary from station to station. One thing, however, is certain -- the PD is the decision maker because he or she is ultimately responsible for the overall sound quality of the radio station. This includes music selection and rotation, on-air personalities and their presentation, station imaging, promotions, marketing, and sales support.

In most cases, the Music Director is responsible for managing the music library of the radio station, as well as for the daily scheduling of music to be played on air. The MD is also one of many “gatekeepers” for the PD – and as such, is often the initial contact for the local artist or band. Therefore, the MD often represents the first opportunity for a band or artist to sell their song. The MD has regular times set aside each week to speak with all music industry representatives about label projects, and find out what priorities the labels may have for artists to be considered for airplay. The MD is also your first barrier to airplay at their station. It’s important to call the radio station and find out when the MD’s call times are, and then make contact during those times. If you want to drop by the station with CDs or other merchandise, make sure to make an appointment well in advance. Nobody at the radio station has time for surprise visits.

In addition, many radio stations have “local” shows to showcase local and unsigned artists. Find out the right person to contact with regard to being a featured artist on local shows. Often, it’s the MD.

The MD takes a short list of songs for consideration to the weekly music meeting with the PD. This is “truth time” for the music each week. Each song is evaluated for airplay. One important criterion for airplay is the “fit.” Is the song right for the overall sound of the radio station? Does the song have “hit” potential for the stations core audience? Is there a slot available in the current music playlist of the radio station?

Different styles of music make up the “music balance” of the playlist. A great song that is a good fit musically could be offered for consideration, but the station may already be playing songs with similar musical textures. It may be a number of weeks before space on the playlist is available for a particular song. If you are effective in selling your song to the MD, they’ll be sure to continue to bring it in to the weekly music meeting. Be sure to share any pertinent information you have about the band and the music, i.e., CD sales figures, attendance at shows, website hits, and merchandise sales totals. Invite the MD to see your band perform. You can make the MD your “booster” at the radio station. Have a press kit with photos, bio and stats to help you sell yourself – and to help the MD sell you.

The Program Director directs the music choices each week based on the music meeting with the MD, as well as with his or her weekly contacts with music industry reps and local band managers. Here’s where the consultant and “brand manager” are likely to advise against adding any particular band or artist unless there is significant evidence that the song can help maintain and increase listener-ship for the radio station. Their job is to help the PD stay focused on playing the “hits” on the air and not forcing new songs from bands or artists who are unknown or whose music is not an easy fit for the sound of the radio station. If your song is a fit, and the MD and PD believe in your live performance, they can put your song on the playlist for local flavor.

Relationships With the Station
Getting added to the station’s playlist often means also making commitment to play at station events and promotions. The performances are often done gratis in exchange for promotional mentions on the radio station. There may also be “low-dough” events to cover band expenses. For more tips, see Radio Promotion.

This is a situation where your manager can deal effectively with the radio station. Don’t let the band or artist get caught in negotiations for station performances. The radio station provides the airplay and promotional support for events; it’s the stuff that money can’t buy. Take advantage of it and be generous in offering your services to the station in return. If there are scheduling conflicts, work them out to your long-term advantage. The longer you enjoy airplay and promotional support from the station, the more CDs you will sell and the greater awareness you have on the air and in the market. Be proactive with the station. Ask for a meeting of your manager with the PD and/or MD. Request that the station’s Promotions Director also be present at the meeting to help lay out plans for an extended time period. Following the meeting, make sure your booking agent and other managers know the “blackout dates” when you will be unavailable to perform due to the commitments you have made for radio station events. “Double booking” can be embarrassing and create ill will where you least need it -- with promoters and the radio station. Be accommodating, but be clear about your priorities so that you both win when it comes to negotiating your availability for events.

The challenge for any local band or artist that grows in popularity and recognition in the local market is how to keep a good relationship with the radio station you have partnered with. It’s important to show loyalty to your initial promotional partner. Don’t be quick to move to another station for promotional consideration and airplay. Radio stations are “at war” at all times. Another radio station’s interest in your music and live performances may only be part of a tactical maneuver to pull you away from the station who has already given you support. Once you make the switch, you may find you’re getting less airplay and support from -- and are expected to do more for -- the new station. And you will have burned your bridges with an already strong ally. It’s best to start by identifying which station will make the best long-term partner. Generally, that will be the station with the audience and music image that best fits yours, or a person there who might really champion your cause.

My advice is to establish a relationship with the station, and become identified so clearly with the station that you and your music become part of the “brand awareness” of the radio station. You may find that regardless of the offers to work with another station, it is in your best interest to work exclusively with your current station. Be aware of the politics inside the radio station; make sure you know who has the power and who has the most influence on the decision maker. Find out who can help open the doors for you with local promoters and local retail. When you are really able to take advantage of the resources your radio partner can make available to you, you can expect great results in continuing your success.

Personnel, Format Changes
A characteristic of the radio business is that it is ever changing, both in terms of employees and radio formats. What happens if the players change or the station’s format changes? If you are established as the artist associated with the station, the middle management changes that occur from time to time are likely to have only a minimal effect on your position. Make an appointment to meet and get to know any new directors (MD, PD, others) as soon as the new person settles into the scheme of the radio station. You may find yourself dealing with a new PD who has come from outside the market and who just doesn’t get you’re your music or doesn’t think you’re the right fit for the station’s present and future positions in the market. If things aren’t working out, be professional in your behavior to all station personnel. Don’t go negative. Keep your act together in all contacts that you have with local promoters and retailers. Don’t burn a bridge right away. As new arrivals at the station learn more about the market, they may come to appreciate you more and wish to renew station support. In the long run, if you’re not feeling the love, it may be time to move on.

Format changes are a different matter. Formats exist in commercial radio to win ratings and drive revenue. If a format is winning audience shares -- and by its popularity, selling lots of commercials -- it’s a stable partner. If it isn’t, the station is likely to experience a format change. There are mass-appeal market-leader stations that are generally first in their respective categories -- Rock, News, Talk, Country, Adult Contemporary (AC), Christian (CHR) -- and which have established their “brand” in the market. Brand awareness and brand loyalty work the same for radio stations as they do for detergents or beer. The listeners keep those stations at the top of their minds, whether they actually listen or not. This leaves the other stations in the market to try and find their niche with format variations, such as Alternative or Active Rock, Hot AC or Soft AC, New Country or Classic Country, and the many variations of Oldies formats. Aim for the station that is first in their category, or that best complements your image. It may be a tough sell for you and your music, but it’s a long-term investment that will pay you back in sustained CD sales and increasing box office gross.

The Label Deal
So you’re getting local support from the right radio station, and CD sales and fan following are continuing to grow. Now how about a recording contract? Here’s where you find a different set of challenges. The radio station, through the PD and MD, can carry your message to the labels. Be advised that most PD’s speak only to the promotional representatives at the labels. The promotional reps are the people who are charged by their labels with getting airplay at radio stations for their artists, as well as with working with retail to provide support for their music projects. It is the Artist and Relations Department (A&R) at each label that actually recruits, signs, and works with new artists. The relationship between A&R personnel and Promo personnel at any given label is not always the best. A&R often takes exclusive ownership of finding new artists and is not attentive to suggestions from promotional personnel. The detailed workings of record labels are profiled in The Functions of a Record Label .

If you want to reach the A&R people, make contact with the labels through the radio station personnel. Send your music and additional information (CD sales figures, attendance at shows, website hits, and merchandise sales totals) to the appropriate A&R rep (Rock, Alternative, Country, etc.). Make contact by phone and e-mail. Get a critique, ask for suggestions, and invite the rep to see your artist or band live. Offer to pay their way if you think it will help get them to your show. Don’t be discouraged by negative reaction or lack of interest. Be sure to ask why, as the responses you get will give you insights as to how to improve all the aspects of your performance.

A major label deal may not always be in your best interest. Big labels have big talent rosters and big release schedules. They may not be able to give your artist or band enough support even if you do get signed. Sometimes smaller labels can give you a better commitment in time and resources to help develop regional and national airplay and sales. Smaller labels may result in smaller sales, but often you may be able to negotiate a better royalty rate. Solid support from your local radio partner can help make your advancement to regional and national success an easier task.

In summary, get your act together with a sound, a look, a stage show, a manager, a marketing plan, and a great recording of your best song. Pursue being added to the playlist of the most successful local radio station that best fits your image. Learn the roles of the people at the radio station who can help you reach your goals. Familiarize yourself with the dynamics of music promotion and artist relations within the recording industry.

Keep in mind that getting involved with the music industry is like running a race – but remember it’s a marathon, not a sprint. You should run to win, but you should also run for fun. When you enjoy what you’re doing, it’s easier to meet the challenges and solve the problems that you encounter along the way.

Are you a local artist? Looking for airplay on local radio? Looking for that big break and a record deal? Follow these suggestions, persevere … and hope for a little luck.