Planning Your Radio Promotion Campaign

[Hype underground]

The commercial radio industry couldn't be less friendly to the independent musician. That doesn’t mean there isn’t some significant radio airplay available to you if you know what you’re doing. Outlined below is a plan to consider
if you have the three important things for getting your song  to the radio.

1) The money to fund the campaign
2) The time to spend working the stations you submit your music to.
3) A song that meets the standards of radio broadcast/streaming quality.
 

Forget About Commercial Radio Airplay

When it comes to commercial radio, the chances of getting significant national airplay for your independent record are next to none. We live
in an era when a small group of powerful media conglomerates own and
control the most important radio stations in the land. Unless you are
connected to a major label, or are independently wealthy, the costs of
promoting your songs nationally to commercial radio have spiraled out
of sight. There
are, however, lots of local music shows, mix shows and specialty shows
on commercial stations that may offer limited airplay for you. These
shows air in low-listening off hours, such as late at night on weekends
or early morning programs on weekends. If you want to find these kinds
of shows by yourself, you've got a lot of work ahead of you.

However, If you have money to invest in radio promotion, it's possible to hire an independent radio promoter who may be able to open doors to these
shows for you. If you take this route (which is certainly the easiest)
be prepared to spend several hundred dollars a week for their services.
Also, in some smaller market cities and towns across the country there
may be some stations these indie radio promoters can get you some
airplay in.

Important rule about securing ANY airplay: If you have NOT made your music available in stores (either through traditional distributors or distribution into online stores like iTunes
or Amazon.com) then FORGET about investing the time and money trying to
get airplay. What's the point? If a station plays your song and
people like your music - but can't find it in their favorite store
online - then they can't buy your music. So get your distribution in
place first!

A more realistic approach for radio airplay is to consider the options available on the non-commercial side of the FM dial (88.1 FM to 91.9 FM). With the combination of college radio
stations, community stations, and even some of the larger National
Public Radio affiliated stations, your chances of getting your
music played are much better.

Also, today we have tens-of-thousands of Internet radio station availalble that you may have luck securing airplay on. Finding the most appropriate online Internet radio stations for your music can be a
time-consuming process, but if you start by browsing the radio
broadcast directories at Live365.com and Shoutcast.com , you'll get a
quick start. Many of these Internet stations play alternative acts.
There are also channels on Satellite radio (XM/Sirius) that you can do
some research into.

Below you will find an outline based on how Major and the better Independent record labels plan for their radio promotions. Seeing what they do
might help you organize your thoughts for your own radio promotion
campaign.

You need to prepare:

• A database of commercial and non-commercial and Internet stations that realistically may play your music.
   
• The timeline you'll use to put the promotional material together (setting your deadlines).

1) First, design a detailed overview of your radio promotion plan.

• Propose what you think would work best in each of the areas to help market your music to radio. 
•  Give reasons why your music is appropriate to each station you approach. 
  

Address the following specific topics in your plan:

• Background/Goals: Give a brief history of the artist, and describe the goals of your plan. 
• Image: Describe and maintain the artist's image consistently in all promo materials.
• What radio format(s) will be targeted? What markets? Which songs? Any station promotions? (On-air concerts?) Hiring any Independent promoters?
• Describe your plans to create a “buzz” in the print media. Any press releases (EPKs) to the music industry trades or music press?
• Update your website,Blogs,MySpace and Facebook pages,bios, fact sheets, and other press materials.
• Describe traditional and Internet distribution and music retail plans. Any in-store play/ promotions? What other specific sales opportunities?
  Mail order, live shows. Any store promotional tie-ins with radio
  stations?
• Video: Is a video cost effective? What airplay opportunities are there for the video? Consider using sites like YouTube especially.
• Touring: Describe the time frame for touring, and other promotional events to coordinate while on the road. Consider specific clubs, halls,
  fairs,festivals, music showcases at music conferences like SXSW etc.
• Any club/venue promotional tie-ins with radio stations
• Advertising: Design ads to be placed in the music trades/consumer music press, and other media? What funds are available for purchasing ads? Describe the
  costs/benefits?
• Misc.: Record release party? Novelty item? Any other clever ideas? Explain clearly and and all unique promotional ideas you can think of.

2) Next, design a 12 week plan for the product and promotional tools.

• Lay out what needs to be accomplished each week to get the CD/Music File out.
• Consider the: artwork, mastering, credits, sequencing, printing, pressing, booklets, layout/design, converting of master recordings to digital
  files.
• Include in the time-line when to start working on the promotional tools that you will need for your plan (photos, press releases, novelty items,
  display material, ads).
• Design the time-line with deadlines for each element of your project.
• Remember too: We are in a digital age now, but that doesn't mean you no longer need any older traditional promotion tools. YOU NEED BOTH!

As you can see, a radio promotion campaign is something that is done as part of a wider marketing plan. Always have distribution and sales
plans, as well as publicity, advertising and touring and any and all
Internet plans coordinated carefully with your airplay campaign.

I will say this again: The worst thing that can happen to any song on the radio is that someone hears the song, but can’t find a way to buy it. Professional record labels always have distribution and sales connections set up before they secure airplay. You should do the same.

The last word: Nobody is alone in the music marketing world. When you talk to radio decision makers, they want to know WHY they should play your music. After you have given them solid "business" facts about
why they should air your songs, THEN you move on and tell them what
OTHER marketing plans you have up your sleeve. That is where the other
topics come in to play. Radio wants to know what your plans are to sell
your release. What your Publicity plans are and what your touring plans
are.

All these issues are crucial to creating a professional impression to the broadcasters you want to play your music.