Two Approaches to Distributing Music
I can think of no better line to start this with than Charles Dickens' opening to "A Tale of Two Cities": "It was the best of times, it was the worst of times."
Any musician or online radio station owner can relate.
Musicians: The impossible task of getting your music played on radio industry stations is now countered by the plethora of internet radio stations willing to give your song a shot.
Webcasters: For the first time there's promise of creating a radio station on a limited budget; the downside is being forced to pay unusually high "performance royalty" fees.
"For indie artists, there are hundreds of web sites claiming to put your music in front of industry executives, label producers, and radio stations."
"An internet radio station owner may choose from a wide selection of artists - if they find the time to go through all the selection sent to them."
One challenge shared by both groups listed above concerns the quantity of what's available - which is the nearly inhuman effort required for one group to become known to the other.
Through Audio Graphics' RadioRow
, I receive many requests from stations to "send musicians" their way.
Conversely, through AG's RRadio Music
I have hundreds of artists pitching their music.
When indie artists work with indie radio stations, we solve a three-fold problem that's only surfaced in the last decade. 1) Consumers want quality music fed to them; 2) Artists want their quality music to reach consumers; 3) Online, radio stations want to become today's discovery vehicle for new music.
Stations need help. Artists need help. Consumers are willing to try whatever they stumble across if it comes from a trusted source.
For indie artists, there are hundreds of web sites claiming to put your music in front of industry executives, label producers, and radio stations. Reaching stations within the radio industry is a wasted motion. Few programmers have the power of placing an independent artist on their playlist. Labels? All musicians know the problems of this approach - which makes most of these services ineffective, besides being expensive.
An internet radio station owner may choose from a wide selection of artists - if they find the time to go through all the selection sent to them. But if that same station owner can visit a site at their leisure, and find a selection of pre-qualified songs, simplicity reigns. Requesting that a song be sent to them through one click increases this type of service's worth. (217 stations have requested 1,752 RRadio Music
Station owners also receive AG's "Intro to Indie Artists
" series of programs - all free with content worthy of their audience's time. 160 stations receive. (Artist Info Here
Independent artists are facing a sea of competition unlike any in the history of music. An incomplete count shows 34 companies offering some form of "assistance" to musicians, usually with a "we'll send your song to..." promise. None takes the approach of creating programs from artist submissions - which makes "Intro to Indie Artists" unique and one reason for its growing demand.
In one way it's "the worst of times" for both indie artists and online radio stations. Each group has more competition than ever for exposure. Though, it is truly "the best of times" when considering that both groups have the internet as a tool.
Whether you are an indie artist looking for exposure or an online station seeking new talent, you can find solutions. For stations, finding quality new songs is not a "wait and hope they send me some" anymore. There's choice for artists, too.
approaches music in two unique ways. And the growing number of artists and stations using this service proves it works just fine in today's new competitive world of music discovery.
Publisher's Note:If you wish to receive Audio Graphics' newsletter after February 1, please register and let me know what type of articles you want to receive.
The current radio industry list will be deleted.