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Radio Airplay
After all the time and money spent in the recording studio, having called every radio station in Canada, why won't they play your song?
When radio programmers receive 100 tracks a week on the DMDS system from established artists on major labels, why should they listen to your song? If they only add 1-2 songs per week to the charts, what are the odds? When radio plays 33% Canadian content (CanCon), how does your song compare to top Canadian artists of the week? Programmers can be very critical on the "right mix" for their specific station, so knowing if your song is "radio friendly" and how to contact which station is key.
Why hire a professional song promoter to radio?
Having the "ears" to know what "mix" is acceptable to the 6-7 basic formats, Linda Dawe and Ray Cave have the respect of radio program directors across Canada. So don't be disappointed if your song is not "radio friendly." But if your song is not promoted in a professional manner, nobody may even listen to it.
Radio airplay is still the most effective way to advertise your product. A song can reach millions for your target audience. You can promote yourself, hire a song promoter or hire someone with over 100,000 hours of radio promotion and management experience.
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There are no guarantees of results in the music business. Nickelback's first self-released single ("Fly" 1996) was considered a "stiff" (very unsuccessful) at radio. After signing with Roadrunner Records in 2000, 3 out of 4 singles charted (top-100) with "Leader of Men" at #8. Off their 3rd CD, "How You Remind Me" charted #1 in Canada & USA in 2001. So don't expect to be an instant hit on your first try...or second...or third.
Radio promotion is only one part of the overall marketing strategy to find where your song fits. Without some positive feedback from radio airplay, the labels are reluctant to gamble on emerging artists.
Before you spend all your money on recording a CD, you can record "one tune at time" for radio airplay!
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Market Research
There are several opportunities "out there" to develop the career of an artist, including radio promotion in Canada, viral and internet marketing in the USA, Australia and Europe, publicity, websites, record distribution deals, internet sales and management services.
Linda Dawe offers a package that researches the market. What does campus, internet and commercial radio in Canada think? What about radio or internet stations internationally? Which record label in what country is interested? Sometimes it's about the artist, the song or who you know?
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