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Radio Airplay
When radio programmers receive 100's of digital tracks per week on the DMDS system from established acts on major labels, why should they listen to an unknown artist? Since Canadian commercial radio is regulated by the CRTC to play 33% Canadian content (CanCon), Canadian emerging artists have a "fair" chance of getting some airplay, if the song can compete with familiar artists and the majority of American Top-40 hits. Our niche is promoting Canadian emerging artists to commercial radio stations in Canada.
Not every song fits the 5 major formats of Country, Rock, Adult Contemporary (AC lite rock), Hot AC or CHR (Top 40 hits). Few commercial stations in Canada are dedicated solely to Jazz, Classical, Folk-Roots, Reggae or Rap. There are also college campus, CBC and Christian stations. Where do you fit? A song promoter chooses songs that are potentially "radio friendly" to specific formats. Then again, as corporate radio formats blend into to what's "popular" (American Top-40 all formats), "you never know" where some songs fit until you go out there - that's market research.
Radio airplay is a very cost-effective way to reach thousands (even millions) of your target audience. If you are hoping for that elusive "record label deal," airplay on major reporting commercial stations is one of the major tests of potential commercial value (ie. Kayla Irwin with Top-40 hit single "Step On It" (feat Lil Jon) signed to Strictly Rhythm/Warner (New York, USA)!
(click on photos for artist info)
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| Radio airplay to major markets of 69 Million listeners! |
You may want to consider hiring a song promoter with over 60,000 hours of dedicated hard practice in radio promotion and international management.
Since 2010 airplay from our client's songs have reached a major market audience of over 69 Million listeners in Canada, breaking the Top-200 BDS/Mediabase* radio charts in all major formats:
#35, #39, #49, #53, #85, #92, #113, #130 AC
#48, #71, #73, #73, #76, #82, #87, #98, #141, #153, #173 Hot AC
#45, #93, #99, #111, #190 CHR (Top-40)
#52, #53, #64, #67, #69, #73, #79, #81, #95, #100, #102, #104, #107, #108, #124 MB Active Rock
#104, #145 MB Alternative Rock
#102, #163, #190 BDS Rock
10 Top-100 all Canandian Country artists songs
Top-30 College charts
Numerous Top-10 & Top-20 at major commercial BDS/Mediabase* reporting stations!
BDS/Mediabase* charts & audience are based on electronically monitored radio playlists of some 18-30 selected stations by format with large market share (population). The majority of stations in smaller towns are not included. (Unlike ''Hot'' Billboard charts, they do not include Nielsen SoundScan album retail sales, digital downloads, video or viral influences.) We have daily access to some 220+ BDS and Mediabase reporting stations as well as weekly spin lists from non-reporting stations. For an emerging artist, you are competing with the Top-500 songs played each week (which are 90% gold hits) at major radio stations. Some stations only add 1 new song ("currents") per week! And while peak chart numbers may be impressive, you can reach 100,000+ listeners without breaking the Top-200 charts!
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Song Promotion to Radio
There are no guarantees of success in the music business!
Formed in 1995, Nickelback self-released their first EP "Hesher", followed by a self-released CD "Curb" in 1996.
Linda Dawe promoted Nickelback's first self-produced single "Fly" in 1996 to radio. Other than airplay on Vancouver's CFOX, it was considered a "stiff" (very unsuccessful) with few music directors willing to play a song by a new Canadian rock group then based in Vancouver. The band toured relentlessly, selling 10,000 albums on an independent label (the Curb album was certified Gold in Canada in 2010).
In 1998 Nickelback self-released their CD "The State," and signed with Roadrunner Records in 1999. Released to radio in the USA, the single "Leader of Men" peaked #21 Alternative Rock (8/12/2000) & "Breathe" peaked #21 Alternative Rock (2/10/2001). Nickelback received a Juno award for ''Best New Group'' in 2001.
So don't expect to be an instant hit on your first try...or second. It usually takes "3 singles deep" to establish your "brand" at radio. Ask Chad Kroeger of Nickelback, who have released 94 singles to radio since 1996.
For a "chuckle" when label guy meets music director, visit: http://www.youtube.com/watch?v=94vYGZ5DBwE&feature=player_embedded
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Radio Promotion Fees
The cost of radio promotion depends on the format and number of number of stations. (Note: our fee does not include DMDS service or puplicists.) Promotion usually extends 2-3 months or the life of the song. Some of our artist's songs are still spinning on the radio after 2 years! Consider it the cost of advertising - what is the value of reaching 10,000 or 1.0 Million radio listeners?
Please mail your CD or email a mp3 for free evaluation and we'll get back to you. Demos should have at least a semi-finished production and potentially "radio friendly" for airplay (see Radio Airplay Tips).
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Why hire a Pro Tracker?
There are various services out there claiming to get your song to all kinds of radio stations, so why bother going to old-school terrestrial local radio?
Anybody can get on Youtube, Facebook, Twitter or internet radio - it's good marketing strategy. But very few new artists can get airplay on local radio stations where music directors are considered the ''judges'' of what their audience might like.
Hiring a professional song promoter (''tracker'') simply increases your chances of music directors listening to your song by working with artists to prepare a radio edit that is worthy of competing in the big leagues of commercial radio. (See Radio Airplay Tips)
The feedback from radio promotion is one of the most effective ways to "test the market." We provide weekly status reports after an initial period including comments from music directors, specific station playlists, and daily updates on our website. You also get the added value of international management advice.
As a result of radio promotion, several of our emerging clients have obtained label distribution deals, tour or gig opportunities and enhanced media coverage. And yes, a record deal with a major label.
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Radio Airplay Tips for songwriters and producers
What is a "radio friendly" song on commercial radio? What sounds great live at 10pm in a bar or whatever your friends think is the next greatest hit is one thing. Here's an overview of what music directors tell us:
''The attention span at radio is very short. In the first 4 bars, is it rock, country or pop? If I can't tell in the first 15 seconds, you lost me already. Our listeners are reaching for the dial.''
''I get the song or not in the first 30 seconds, so keep the intro short. The hook should be all-in by 60 seconds or less, otherwise, when I get 50-60 songs to listen to, I'm moving on.''
"Our songs average 3:30. Sure, we play 4 minute songs by name brands but then we have to find one at 3 minutes in order to play 12 songs per hour.'' (There's a reason for that at "commercial" radio - it's what they call a "radio edit" version.) "Tell your clients to save those over 4 minute slow ballads for their album or when they get famous. We prefer short."
"Sometimes it's the artist, sometimes it's the song but mostly it's the production that fits our mix. Tell your clients to find a producer that is current with radio hits."
(If you don't know what the hook is... read ''Murphy's Laws of Songwriting THE BOOK'' by Ralph Murphy.) http://murphyslawsofsongwriting.com
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