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Radio Play: Will Topping
The Charts Make You Bigger Than Elvis? by Sheena Metal
 Every
true life rock ‘n’ roll television melodrama has the same scene: the
unknown artist/band gives their freshly cut 45rpm single to the local
disc jockey. He spins it on his top 40 radio show…and a star is
born. This legend has been passed down through the generations of
wannabe popstars like an ancient family recipe. The ingredients
may differ, but in the end you get the same glorious results: radio
play equals fame and fortune.
But does this Top of the Charts fairytale still apply today in the
sardonic post new millennium world we call “today”? Can a band in
our current music scene walk into a radio station with a CD single in
their hot little hands, impress and wow the DJ with their enthusiasm
and chutzpa, obtain the magic and golden FM radio spins and then ride
the wave of success all the way to Graceland? Well, then, I guess
the real question would be, “Do you believe in fairytales?”
Unfortunately, the music industry, like the entire Earth, has become so
overpopulated and so oversaturated with artists, music, CDs, and radio
stations/shows of all kinds, that the chance of your own personal radio
fairytale coming true is probably slim to none. But, don’t give
up on your favorite audio media outlet. Radio may not catapult
you to instant superstardom but it certainly can help to push you down
the path to success.
The following are a few tips that will help you to make your own music
fairytale and get your music heard throughout the airwaves:
1.)
Get Out Of Major Market Top 40 Station Mentality---There was a
day when getting played on a big city Top 40 radio station was like
winning a gold medal at the Olympics. Bands that were chosen for
play were handpicked by the voices of the airwaves whose ears were
finely tuned to pick out the next new rising star. Today, things
are a little different. Radio has become a huge corporation with
three major conglomerates owning most of the stations in the United
States. Sadly, Disc jockeys are no longer the innovators their
predecessors were. Station management hands down a playlist (made
exclusively of artists signed to mostly major labels) and the voices
you hear on your radio are just that…talking heads animating a
script. It’s nearly impossible for an unknown band to break into
mainstream large metropolis radio and a waste of your time and money to
send packages blindly to a medium that will more than likely reject you
again and again.
2.)
The Specialty Show Is Your
Ticket In---Still determined to get played on that hot radio
station with 10 million listeners and a celebrity DJ? Well, there
is a backdoor that you may be able to slip through. It’s the
specialty show. Many huge stations feature a weekly show
structured just to highlight the little guy…to showcase unsigned
artists from that station’s area and sometimes beyond. These
shows are always worth sending your press package to, as they tend to
base their playlist on your music and your credentials on not on the
typical corporate artist roster. This is where you just might wow
that innovative disc jockey and garner play on some of America’s
biggest stations.
3.)
College Radio Still Rocks---One area of radio that has stayed
unaffected by the huge corporate retooling is the college/university
station. Unlike companies/labels deciding what the listening
audience thinks is cool or hip, college radio DJs and program directors
are still setting their own cutting edges, breaking new artists, and
finding the hot fresh stars of tomorrow hiding in their local clubs,
coffee houses and garages. It’s always beneficial for unsigned
artists to send as many CDs (or email as many MP3s, if the station will
accept that medium) to as many college stations as you can find.
You will find stations to play you and people will be listening.
This could lead to new fans, tour possibilities, and will definitely
look fantastic on the radio page of your website or EPK. Whether
or not it will actually make you a rockstar, it will sure make you feel
like one.
4.) The
Unlimited World Of Independent Radio---Back in the early days of
radio, indie stations were limited to audio pirates in their basements
stealing airwaves from unsuspecting Top 40 giants. Now, thanks to
the internet, satellites, cell phones, iPods and cable TV, independent
stations outnumber their AM/FM constituents in the thousands and new
ones are created every day. Since doing a search of indie radio
stations online has been known to cause a brain embolism in some, know
that you will probably never be able to solicit them all in one
lifetime and just relax and enjoy sending music to whomever you can, as
you will probably garner hoards of airplay. Furthermore, your
wallet will grow to love you as most of these stations will allow you
to submit MP3s online.
It’s true that the
legendary story of the unknown band that got one single played on the
radio and became superstars within a month is probably as outdated as
the 8-Track tape. But that doesn’t mean that the process of
artists soliciting music for radio play has become archaic. Radio
remains, to this day, one of the best ways for musicians to promote
their music and their projects in their area….and now, thanks to
terrific technological advancements, nationally and worldwide.
The repetition of your single in the ears of even the most jaded radio
listener, may lead to: CD and merchandise sales, gigging opportunities
in your city and others, visits to your website, posts to your fan club
forums, potential press and even maybe industry attention. So,
don’t stop sending those CDs, and emailing those MP3s because the next
person who hears your song on the radio might just be the one who
leads, either directly or indirectly, to your much sought record
deal. And who knows? You might just wind up becoming bigger
than Elvis.
Sheena Metal is a
radio host,
producer, promoter, music supervisor, consultant, columnist, journalist
and musician. Her syndicated radio program, Music Highway Radio,
airs
on over 700 affiliates to more than 126 million listeners. Her
musicians' assistance program, Music Highway, boasts over 10,000
members. She currently promotes numerous live shows weekly in the
Los
Angeles Area, where she resides. For more info: http://www.sheena-metal.com.
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