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AG News:
Monday - 6/7/2010
Radio and Musicians - It's Time to Rethink the Playlist
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As proven by radio industry statements on performance royalties, the belief is that airplay makes the artist. From the record label's view, radio benefits from the playing of their music. However, let me return to a theory stated here at AG many times: There is no rule stating a playlist must be created solely from music provided by the major labels. Artists benefit from airplay and so do the stations airing their songs. Nowhere is it written that the labels have sole access to quality music.
In this day of digital, why do we continue to find a herd mentality in selecting music for a radio station? What is it about the way things are done that prevents a radio station from abandoning "gotta play a label-provided artist"?
There are thousands of quality musicians worthy of support, so why aren't they getting it? Don't blame the system because all the tools needed to start selecting playlist music from alternative sources are here; they just need to be put into use.
Over the past couple of months I've been working to understand the problems which independent artists face in getting exposure. At the same time I've looked closely at what constitutes a radio program; to be blunt, it's a pretty standard and dull presentation. There's little deviation in construction of the formats in music radio, regardless of genre. Talk, play a few songs, talk or ID, play a few more songs, (maybe) break for commercials, play a few more songs... and repeat. Nearly all stations pull music from the same small pool of label-provided artists.
Broadcast radio refuses to budge from this music selection process. Internet radio uses the same basic system, seemingly caught between a jukebox on steroids and the blabbering of a few disc jockeys who think words between songs can be created on the fly.
Audience loyalty is waning, being whittled to a few true fans for each station. The routine for acquiring music to fill the giant holes in a program still amounts to what the labels provide and how many spins chosen songs are getting on other stations.
When will the radio industry - on-air and online - begin to play music from non-affiliated bands in quantities that feed the public's appetite for new music? At what point will those who program radio stations begin seeking music, online, from acts that have the talent but lack the connection to get attention through traditional channels of record promotion?
We are crossing another plane in migrating to a digital world. Many persons who over the last ten years have been denying the impact of the internet and many who have been on a learning curve are now seeing that this is no fad. With every "lightbulb moment" through this decade, insight has come into just how much potential to change everything is offered by this new distribution system known as the net.
These are exciting times, but only if you participate. Otherwise, this can be defined as terrifying times.
Through the next few weeks you'll be introduced to concepts that I have been working on to simplify music distribution for everyone. It is in the beta phase. All of it needs a tweak or two before being promoted. Each spoke in this wheel will need to be tightened, since it's a new wheel offering musicians access to programmers, programmers access to program content, and radio stations an ability to sell music in a way that's not connected to Amazon.com or iTunes.
This system's segments involve the following:
- Artists signing royalty waivers and submitting songs to a central source that ties itself closely to radio programmers
- Artist pre-screening, so programmers are only exposed to air-quality songs
- Individual artists buying buttons, so a radio station can generate revenue for itself and artists
- Free prepackaged programs for radio stations, expanding ability to construct new format clocks
- Variety in program lengths, so a station may choose the program that's right for it
- Reporting, through radio station registration, on which artists are being aired
- Updates on which artists and formats are getting the most attention and response
Keep in mind that the coding mechanics are in place but the aesthetics of each segment are currently being worked on. I emphasize that none of these are in final form. Programming creative needs constant revision after birth. Page testing to improve response will continue for the next few months as well. Comments from participants will be given the most weight.
Audio Graphics has quietly launched a series of "Intro to Indie Artists" programs and is offering them - free - to internet radio stations. Formats served are Rock, Pop, Hip Hop & Rap, and Country. After only a couple weeks, a dozen stations are already playing these programs. This week will be spent adding a Jazz/World Music program and improving the delivery style needed for distribution to thousands of stations.
The system for creating the above programs revolves around an ability to reach out to the indie artist community and solicit songs. Audio Graphics' RRadio Music is suppporting this side of the equation. The web site has just undergone a back-end revamp which not only allows programmers to download - and use - music for free, but includes a direct-to-consumer sales channel.
You'll never hear me say that a radio station will survive playing only independent artists, though I used to think that was the case provided the majority of internet radio stations worked together as an industry. Experience has taught me that attempting to make this happen is like herding cats. The industry is too fragmented to congeal.
I have uncovered that the audience wants to hear new artists, and it likes being exposed to new music. A person will purchase music online if given the chance, and keeping the links to a minimum that one needs to click-to-buy will increase sales. In my opinion, it is here where new revenue stream opportunities for the radio industry are strongest.
Advertising? It's a decreasing opportunity when dealing with merchants selling services and products, but holds a no-boundary potential if we open the airwaves and ads to indie artists trying to be heard.
In this day of digital, creating the above is far easier than imagined by people who are still in a learning curve or are just becoming aware that the internet is not a fad.
There's no rule that a playlist must be created solely from music provided by major labels. And who says an artist's songs can only be sold by record labels or giant online destinations? There are 10,000+ independent radio stations now, and each is looking for something that sets it apart from the pack. Short indie artist programs may just be that "something."
Look around at your local community of musicians, or check a few artists at indie-related web sites. You'll find plenty of members in this group who will gladly give their songs to the radio industry, and an advertising budget to push it to the masses.
It's just getting these two groups together that needs to be perfected.
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