I have been consulting for independent record labels and artistes for many years now, and the most misunderstood aspect of this industry is radio. So few understand how radio really works, as these few independent labels and artistes understand how to get their records played on radio some still don't, which lead to mistakes and loss of money. The lack of information and proper knowledge about radio promotion remains an area where one can lose large amount of money quickly. And most do.
I met an artiste recently who paid N350,000 to a radio promoter on the recommendation of popular radio host at one of the major stations in Lagos. The artiste in question did not received more than just few days spin. He said the promoter called him twice to listen to radio that his song will be play which actually happened the two times, after which he was told the song is not a radio single. It was too late in the project to re-record immediately or hire anyone else to take on the promotion. Could he have been told that prior to collecting his hard earn N350,000? Provided it was true, yes. My guess is that he was taken for a ride and that the radio promoter (whose name I never even heard before), and the guy who had referred the scam “promoter,” made a quick come up on N350,000 for no work. There are two other artistes I met who hired a radio promoter in Abuja who is known for jerking people, and one lost N200,000 and the other lost N170,000. This is becoming too much and one of the reason why i tell artiste to act like a music business entrepreneur.
As a business entrepreneur, you take everything you do to the extreme. Always signing agreements for contracts awarded. See the radio promotion as one of your contract awarding project as a business man.
When you sign an agreement with someone and he mess up, you can easily take it up. The problem is most of these independent artistes and new labels like people who lie to them and most run after names. Being that a promoter work with a known artiste doesn't mean he can not take you for a ride, if you come to him cheap.
Just last month, I got a call from a guy who has invested in a music promotion project, but is totally clueless about the music industry. He named some people in the industry who are excellent at what they do at radio, but not for people like him. When I tried to explain how it all worked, my answer did not fit his vision of how he wanted it to work and he disappeared quickly off the phone. I imagine he will soon be parted from even more of his money by guys who pick up on what he wants to hear, and tell it to him. What is it about this industry that makes many act like idiots? Like i said earlier many follow names and others what they like to hear. First get your song reviewed, be sure it can make it to radio. The fact is some song are not a radio song. The problem is everyone want to get on radio. If you want to get on radio, listen to radio and hear the kind of songs that make the cut. Many artistes and new labels still hasn’t figured it out. Sadly, many of these artistes/labels has placed their career/business respectively into the hands of those who don't really care about your success but your money. Who really loses? The artistes and labels.
There are quite a few legitimate radio promotion people and companies out here in the Nigerian music industry. I do not understand how people get screwed up over and over again, attached to horrific stories of liars saying i promoted M.I,WIZKIDS,PSQUARE ... giving names of known and celebrated artistes and they've never had any business dealings with any of these artistes. Some snaps pictures with some of these celebrated artistes at shows and use it as one on their tools.
My quick note to you artistes and new labels is if you don't want to part way with your hard earned money into the wrong hands and get scam, stop asking questions like what big artistes have you worked with. The question should be what upcoming artistes have you worked with and how far was him or her, or what can you do for me? Hear them, tell you what they can you based on your song. Don’t people check references? Are they so new to the industry that they lack any resources to call and ask for opinions from the upcoming artistes they've worked with? Search google for the name of the said artistes or project. Perhaps there are just that many bad guys out there to make a quick buck, I don’t know.
Radio is a format that reaches hundreds of thousands of people, all day and night. Most states have at least 2 to 3 or more radio stations, and some of these stations are competing for listeners and ads. Please understand that radio exists to sell commercials. It doesn't exist to contribute positively to the entertainment of listeners only, it doesn't exist to inform the listeners about latest gist and news alone, and it doesn't exist to break new and innovative music alone. The fact is, it exist to do business aside other things. A grip of research has been done by all of these huge wealthy radio conglomerates, and the research shows that when a listener hears a song where they can’t happily sing along, they change the station to hear a song where they CAN sing along. When the listeners change the channel, they miss commercials, and the station's ad price drops because the amount of listeners drops. Simple economics. Hold up this point number one. I am still coming back to it. We would talk about payola and how it works.
Think about it logically for a minute. Davido's "Dami Duro", or Wizkid's "Pakurumo", No one has enough money to have paid for the songs to play as much as they were played on radio then also not forgetting 9ice's "Gongon Aso". These songs are hit records. Radio plays them because kids and matured minds requested for the songs and based on researched, ad sales will go up because listen stay tune to the station to listen on because of the song. Downloads and caller tunes were occurring by the millions also from the songs. This is where COSON role comes in for royalties. COSON issue is a topic for another day. They are trying but need to educate the independent artistes more.
So how do you get your song played on the radio?
This isn't an easy answer, because the truth is just that many will never get radio play. If an artiste does not make music that fits the format of the radio station or if the song is not of competitive commercial quality, their music won't get played on most radio stations. Without a real budget, they won't get radio play. Without a "hit record" today, they won't get radio play. There are just too many other dudes with bigger budgets, deeper pockets, and better connections to fill the few slots available at radio today. It's more competitive than ever. The main thing is stop looking at radio for what you WANT it to be, and see it for what it really is,learn the game before stepping on the playing field! Yes, i know what you want to say; but they play songs that my song or artiste's song is better than. It's the truth but like i said it all about your budget and who you're working with. Also i am not saying you should change your style of music but be more creative and blend to sell your style to the market by showing side of the coin missing in the current trending and the market to blend to your style. Take the Terry G tile tile era and Wizkid/ current era as an example. Banky W,9ice,M.I,Wizkid,Davido... all presented their sounds and the market embraced the sounds. Let continue on the radio issue.
Back in the day, only source of promoting music was radio, then come the Alaba market but now, you have more than just one option to promote your music. It is easier to get onto radio today, if you can get massive buzz on the internet, street or club. Many of the new fast rising artiste get massive airplay on radio after becoming trending on club djs playlists or on the internet or street. Somehow, artists felt they were missing something if they could not get added to radio. This increased need for radio play and it is getting out of hand as the day goes by. Now a radio station might have only few available slots to fill with new songs, but there are 50 new records vying for those few spots--with different budgets, with well-connected radio promoters pushing some of them, and with established artistes and well-known producers. How will you compete? Now the issue of well-known producers. Let me quickly say this, many new artistes make the mistake that working with a producer that produce a current celebrated artiste can get them massive airplay or break the record. The fact is, it's beyond that.
There is more to the issue of radio promotion than working with names.
Don't get me wrong, i am not saying working with known producer is not good but first think about your pocket and have a good plan and be a music business entrepreneur ok.
All that really count is your song and the beat count too though, but if your budget can't carry working with a big producer who charges much get a very good producer that can produce to the broadcast standard to work with a price you can afford.
Now,the best way to attract radio attention if you don't have big budget, is NOT to head up to the station to drop off a CD of your newest song. You need to blow it up on the internet, in the clubs and at the street level first. Back the record up with other promotion and marketing efforts too. Then if it is one or two stations you can afford go for it then or wait with hope that the radio DJs can come looking for your song because your song gets so hot on the streets and in the clubs. If you have a truly hot record, it will end up at radio. That is the definition of a hit record. Many of the celebrated artistes you dream to be like today,all started out with their songs that hit the clubs and streets hard (mostly because there were no budgets available for radio play initially). But the songs started to grow legs on their own, and radio embraced them. You can't buy that kind of authenticity (and many have tried). But there is no way around the fact that if the radio powers-that-be do not think your song fits their format, sound, or necessary quality, you will NOT be getting any radio play. Period. Get that also into your mind.
So, when you hear the more commercial artists getting spins, and you want the same push for your music, you may have to go back and rethink your sound, your production, and/or your style so you fit the format. Also, it’s important to have a good reason why you are going after radio play. It will really interest to know that you have a complete plan for your project rather than just wanting to hear your song on the radio. Learn the correct language and use it to communicate your intentions. Are you planning on dropping a CD with legitimate independent distribution or drop an EP or album online with streaming platform? If so, what is your release date? When are you going for adds at radio? Are you backing up your promotional efforts with a complete campaign? Or are you trying to secure radio spins to capture the attention of bigger record labels? ... it goes on and one depending on your mindset[In my opinion, this is a half-assed way to try to get a deal. If it was this easy, anyone with money could secure a deal for a N500,000 radio budget. In my years in the music industry and experience, I have yet to see someone become successful from getting a deal solely from radio spins without other means. In fact times has change, wake up I have seen many, many, many fail. Because of this, I do not normally shop deals based on radio play. If you look at the numbers of songs that got airplay on radio every year, not one of the top thirty or forty artists of these got their deal from getting radio play, yet most did get good deals from selling or sharing their CDs to friends,relatives,at events or otherwise.
Is it possible for an independent artiste or new label song to gain massive acceptance on radio? Yes. But it all depends on the song, the timing, and the reasons behind it. And most importantly, it depends on your connections and whether or not you have done the proper research on radio. Every city or states with a radio station has people who understand how it works. Find the LEGITIMATE people who can inform you. Do research on the internet. Ask people who have done this SUCCESSFULLY before you. It is my hope that this write up serves as a good starting point for your next radio promotion if you've made mistakes in the past or starting new.
If you need help or advice on running a successful radio promotion either on web radio like Musicnestradio,Concertplus,Reel Radio etc or traditional radio like beat fm,wazobia, star fm, top fm etc. I will be very happy to advice and guide you on this.
Look out for more music business and industry educative writes on our publication "The Music Industry Newsletter", a 100,000 copies FREE music business focus publication available for pickup at radio and tv stations in 29 states in Nigeria, few locations in Asia,UK,USA and other African countries.
Yes, i may not be as rich as my mates, riding the best cars but i am happy seeing people happy through me-
Words to my haters:
I am not any smarter than you. My connections may not be too great you may say. I just study the music industry and the business of music under a microscope and place things the way they ought to be. Many call me fool,names but i don't care. This is my ministry, preaching the gospel of the good news and opportunities in the business of music. All i need if your pray, if you appreciate what i do.-Femi Lawal
Many projects on the way for independent artistes and new labels in Nigeria and other African countries courtesy what i call my ministry; Mega Points International and Music Industry Media.
Big thanks to all those who had been supporting my movement and campaigns.
On the last note, you can read another of my music business gospel via http://bit.ly/Zpe9cV
Follow me on twitter @saintphemmy, @musicindustryng,@music2dealng.
Thanks.
