MusicDish e-Journal - February 22, 2018
MusicDish Advertising Network
» HOME » INSIDER SCOOP » CAREER TIPS » MUSIC SPOTLIGHT » MUSICDISH*CHINA
» INDUSTRY INTERVIEWS » NEWS BEAT » DIGITAL SKOOL » OPEN REVIEW » MUSICDISH EDELWEISS
Search MusicDish e-Journal (Advanced)
Subscribe To MusicDish e-Journal
About | Contact | Advertise | RSS | Submit Article | Submit News | Artist Development | Premium PR Distribution
Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network

Radio Airplay 101: Commercial Airplay Myths
By Bryan Farrish, Radio-Media
(more articles from this author)
2002-03-15
Comment | Email | Print | RSS

When talking to people who are launching their first couple of projects, invariably the same misunderstood points come up concerning commercial regular-rotation airplay. Here they are:

DJs PLAY THE RECORDS: This only applies to non-commercial radio, and specialty/mixshow radio. The majority of people in the U.S., however, listen to commercial regular-rotation radio, and on these stations, the DJs have no say at all in what is going to be played (unless, in the case of a smaller station, the DJ is also the PD). So, the biggest pitfall to avoid is asking a DJ at a commercial station "Can I give you my CD for possible rotation?". The DJ is not allowed to say "No", and he/she is probably not going to explain that only the PD can approve regular rotation. The DJ is just going to say "OK".

GOOD SONGS SPREAD TO OTHER STATIONS: Good songs (or for that matter, good programs) do not mystically spread to other stations. Every single song you hear (or every syndicated program you hear) on commercial regular-rotation radio is on that station because of layers of promotion and marketing. The song you hear was the one that made it... it beat out the other 300 songs that were going for adds that week. What you don't hear are the endless phone calls, faxes, trade ads, personal meetings, consultant recommendations, call-out research, and other things which went into getting the station to add the record. All you heard was the record itself. And station owners make it a requirement that DJs make it sound like they picked the music themselves.

COLLEGE OR SPECIALTY/MIXSHOW WILL EXPAND TO COMMERCIAL: Just because you do well on non-commercial or specialty/mixshow radio, it does not mean anything will happen on commercial regular-rotation radio. Matter of fact, nothing at all will happen at commercial unless a separate, higher-level campaign is put into place to take the record into regular rotation. The pitfall here is that a listener will hear something on college, and then a month later hear it on commercial, and conclude that the college caused the commercial to happen. The listener did not know that both campaigns were in place simultaneously, and the college simply went for adds a month earlier.

YOU HAVE TO BE SIGNED: Untrue. Being singed is only a signal to the stations that the basic marketing practices are going to be done right. If you have the budget, you can duplicate the marketing practices of larger labels, provided you know how. The band Creed set a good example of putting their $5 million marketing dollars into the right place.

REQUEST CALLS WILL HELP: Not really. They won't hurt, but your time is better spent doing other things, like inviting people to your gigs. Stations know which calls are real, and which are bands and their friends. Stations have consultants and seminars which cover only this one topic.

I CAN'T GET AIRPLAY WITHOUT DISTRIBUTION: Depends on the size of radio that you are going after. Smaller commercial regular-rotation stations in smaller markets won't make this too much of a sticking point, especially if you have a powerful radio campaign going, or if you are doing great gigs in their city, or if you have great college or specialty/mixshow results. But the larger stations... which you can't work anyway until you do the smaller ones... won't touch a project that has no distribution.

I CAN'T GET AIRPLAY WITHOUT GIGS: Again, depends on the size of radio that you are going after. Not being able to gig is a serious handicap at any station, but you can overcome it in smaller markets with intense radio promo, press, sales, and non-comm results.

NON-MONITORED STATIONS ARE OF NO USE: Non-monitored stations are of no use only on the Billboard, R&R, and the seven Album Network mag charts. But FMQB, CMJ, and all specialty/mixshow charts are compiled manually; since you need to start off on these smaller charts first, this works out just fine.


Home » Career Tips » Radio Airplay 101: Commercial Airplay Myths
Permalink:http://www.musicdish.com/mag/?id=5547
Email |Print |Comment |RSS

back | top


MusicDish Advertising Network

Career Tips

» Briony Turner And Alec Boateng Promoted To Co-Heads Of A&R, Atlantic Records UK

» The Nashville Musicians Sound Healthcare Plan Rolls Out

» Career Moves: Cinq Music, Songtrust, Def Jam, Warner Music, 117 Management & DPA

» The Production Music Association Now Accepting Entries For The 2017 Mark Awards

» Aloft Hotels And MTV Spotlight Top Asia Pacific Music Talent

Career Tips Directory



» [2018-02-21] Briony Turner And Alec Boateng Promoted To Co-Heads Of A&R, Atlantic Records UK; Turner And Boateng Will Oversee The Atlantic A&R Team, Joint Projects, As Well As Maintaining Their Own Artist Rosters

» [2018-02-21] ICE And Facebook Reach Multi-Territory Music Licensing Agreement; New Deal Will See Songwriters And Composers Remunerated

» [2018-02-20] B-Reel Named Top 10 Most Innovative Company In Music By Fast Company; Global Creative Agency Receives Honor For Its Award-Winning Gorillaz Campaign

» [2018-02-18] YG PLUS And Gracenote To Bring K-POP To Fans Around The World; Gracenote And YG PLUS To Make All K-POP Music More Searchable And Discoverable On Global And Regional Streaming Music Platforms And Services

» [2018-02-17] VNUE Inc. To Acquire Music Rights Startup Soundstr; VNUE Acquisition Aims To Ensure A Fairer Royalty System

» [2018-02-17] Is Podcasting The New Radio?; 25% Of Surveyed Americans Say They've Listened To A Podcast In The Past Month, Up From Less Than 10% In 2008

» [2018-02-01] Insomniac Announces Inaugural Electric Daisy Carnival China Set To Debut In Shanghai; China Marks EDC's Second Location On The Asian Continent

» [2018-02-01] Viberate & Imogen Heap Strive To Give Equal Opportunity To Every Artist; Heap's Main Role In Viberate's Advisory Team Will Be To Help Further Guide Us Toward A Second To None Service For The Live Music Segment

» [2018-01-22] Italian Independent Music Collective Fil1993 Group Signs With MusicDish*China; MusicDish*China Will Be Developing Their Online Presence And Social Media In China As Well As Releasing Their Catalogue To Chinese Streaming Music Services

» [2017-12-25] MusicDish*China Presents 'Savage Guitarist' Todd Clouser In Beijing; As Part Of His #YouTheBrave Asia Tour That Includes 8 Shows Across Japan, Todd Will Be Giving Solo Shows At Laifu Livehouse On 12/27 And Temple Bar On 12/28

» [2017-12-20] Mixcloud Taps Gracenote For Advanced Music Recognition; Next-generation Audio Fingerprinting Helps Mixcloud Identify And Catalog Copyrighted Music Within User-generated Content

» [2017-12-18] Copyright Royalty Board Increases Sirius XM Royalty Rate; Judges Announce Royalty Rates And Terms For Satellite Audio Radio Services (SDARS) And Preexisting Subscription Services
MusicDish Advertising Network

follow MusicDish on
Follow MusicDish on Twitter

Mi2N Music PR

Hybrid Studios Hosts Annual NAMM Afterparty

High Definition Music Card - The New Way To Experience Music!

DEATH BY MISADVENTURE, New True Mystery Podcast Launches 31st January 2018

Music And Kids Joins Forces With Carnie Wilson, With Plans To Provide One-on-One After-School Music Education To Thousands Of Middle And High School Students

Don Dawil's Valentine's Day Debut Latin Single "Necesito Verte"

Taking Applications - The 23rd Annual USA Songwriting Competition

The International Music Consulting Firm GINGIO Hosts Events At NAMM And Grammy Weeks



Websites: Mi2N | MusicDish*China | MusicDish Network | MusicDishTV | Urban Music News Network
Services: Submit Article | Submit News | Submit Video | Artist Development | Premium PR Distribution

Copyright © 1997-2018 MusicDish LLC., all rights reserved.
About MusicDish e-Journal | Contact Us | Advertise | RSS | Internships