The Truth About "Gauranteed" Radio Airplay
By Kenny Love
Copyright © 2008 All Rights Reserved
As a radio/video promoter and media publicist, I am often asked by prospective clients if their airplay will be guaranteed and, if so, how long it will last.
Another common question is, how long it takes before radio stations respond?
I have provided responses below that I recently gave to clients and I, sincerely, hope that my responses enlighten many artists who are confused on the processes and related issues on how radio airplay and press coverage can go
(or, not go).
Thanks,
Kenny Love, Publisher/Editor
"The B# Newsletter"
http://yahoogroups.com/group/bsharpnews
http://www.myspace.com/jazzman795
*(please send a MySpace "Add Friend" request)*
(936)545-0381
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[---Question 1---]
"Kenny, I am curious to know that, with your promotion of my record to radio, if the airplay is guaranteed and how long it lasts for the number
of weekly payments?
Thanks,"
Jerry K.
=====
[---From: Kenny Love---]
Jerry:
Please understand that, even though I have what I feel to be a great track record with getting radio airplay, video airplay, and print media publicity for my clients for almost 20 years, there is never and should never be a guarantee of airplay or publicity implied by promoters or publicists on any particular stations or print
media.
In fact, the ONLY way to "guarantee" airplay is by paying for and running advertisements and public service announcements on stations and in newspapers, in reference to songs being aired or reviewed.
However, in order to obtain and retain clients, more than a few unscrupulous promoters and publicists do make such ill will promises and guarantees. And, unless they are running ads or PSAs as I mentioned, this is an illegal act.
And, if they are discovered, they can be indicted, fined, and/or sent to federal prison for this crime, which is referred to in the Music industry as "payola."
In fact, just a year or so ago, one of the largest record labels was found guilty of doing just this with one of the world's most famous singers, and was fined millions of dollars.
In almost 20 years as a professional commercial Music promoter, I have never resorted to, participated in, nor endorsed this unlawful act.
And, no promoter can or should ever make such a guarantee to a prospective client unless the previously mentioned conditions of advertising and public service announcements are what are actually being conducted.
[---How "Guaranteed" Airplay/Publicity Works---]
I am going to pull the proverbial covers back now and expose how this illegal process works...
Promoters and publicists who participate in "payola" charge their clients astronomical fees amounting to thousands of dollars per month. However, with most musicians being unaware of what constitutes fair rates for promotion and
publicity, they do not question the high rates of the promoter or publicist, otherwise, believing the rates are normal and fair.
Promoters and publicists who charge thousands of dollars per month then take a portion of the client's money and illegally "buy" airplay and press coverage by paying radio station music directors, programmers, deejays, influential arts and entertainment magazines, and music publications a certain amount of money per "spin" for rotation and print media coverage in the forms of artist interviews or music reviews.
These large fees are enough to cover the airplay "buys" as well as put a decent amount of money in the promoter's or publicist's pockets. And, with enough clients at these high-end rates, such a promoter or publicist can not only make a good income, but with enough stations or press being paid "under the table," so to speak for airplay and press, the promoter becomes a "savior" in the eyes of the unsuspecting client.
And, anyone who charges a far less rate (such as ME!) is, occasionally, viewed with suspicion by prospective clients, particularly, if the client has researched several promoters or publicists who have quoted similar high-end rates.
The sad fact is that the uninformed musician being represented by the promoter or publicist is completely unaware that he/she is, in fact, "buying" airplay.
And, when the promoter also provides a report verifying top stations are playing the client's music, the client naturally believes the airplay has been acquired as a result of his or her popularity because the station personnel liked the recording being presented, that music listeners liked the recording and responded with requests for more airplay, the magazine editor or writer liked the music enough to feature or review it, or all of the above.
The fact is, the client is, in part, being lied to and tricked...not about the result, because the report, airplay monitoring, and press coverage readily serves as proof and verification that media coverage was obtained.
But, the client is being lied to about the honest interest (or lack, thereof) from radio station personnel or print editors, along with the fact that the client's own money "paid" for the airplay or press coverage.
And, when the client's money runs out, "coincidentally," so does the airplay or press coverage. And, in this scenario, nothing could be further from the truth, and this is a staunch example of the phrase, "true lies."
_________________________________________
[---Question 2---]
"Kenny, we plan on getting you to promote our latest release in a couple of weeks. After you make contact with stations, how long does it take them to respond?"
Sara B.
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[---From: Kenny Love---]
Hi, Sara:
The honest answer to your question, is that every project response is different. Truthfully, I have seen radio station and print media editors respond in as little as 30 minutes after my initially contacting them. On the other hand, I
have seen media responses take, at least, a week (if not longer) before any reaction was forthcoming.
Many artists feel that, since promoters and publicists have connections that they have established through the years with the media, that the promoter can guarantee that every single media contact will connect with the recording. But, this is not always so, because other factors come into play as well, such as:
* Stations frequently change personnel, and promoters must form new relationships with their replacements
* Stations often change formats
* Regardless of the established long-term relationship between promoters and media personnel, the final decision lies with the media contact, and is largely based on how that media contact feels the recording fits their own current criteria for their station or print media
* While promoters' media contacts may also like the recording, the media contacts, almost always, have supervisors who may not feel the same way and, thus, may not approve the recording for being added for airplay or press
coverage
Also, keep in mind that simply notifying radio or video stations, or the print media of a recording is only the first major step.
The second major step is following up and tracking of the recording, which is what most artists lack in either experience on how to do so, or don't have the time to do with each station or print media source, particularly, if the artist is performing regularly and consistently.
And, the media also requires a "waiting period" of, at least, 3-4 weeks after receiving press kits before promoters or publicists are allowed to follow-up with tracking to learn the status of the recording.
As you can see, there is a lot more 'behind-the- scene' decision-making and various levels to go through in order to obtain the desired result of airplay and/or media coverage.
Editor's Note: Kenny Love is a radio/video promoter and media
publicist, as well as co-owner and Director of Marketing for
Eartastic Records. Get more information regarding him from his
MySpace page at http://www.myspace.com/jazzman795
