Put your best foot foward with radio stations

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MUSIC BIZ 101

In this issue, we share some of the concerns identified by Aboriginal radio broadcasters when dealing with Aboriginal music and musicians.

The Inuit experience at CBC North is particularly unique.

The Iqaluit network broadcasts to 50 communities in the Inuktitut language. Typically, a one-hour talk show would air about four songs selected by the individual announcers, said William Tagoona, a CBC North producer based in Kujuuaq, Que.

CBC North will air any and all Inuit music provided it is well recorded. Gospel music is the preferred genre, followed by country, translated and performed in Inuktitut. Language preservation is paramount.

There are three CD manufacturers that specialize in Inuit music. Still, Inuit music is difficult to find. Private stores are beginning to fill the distribution gap.

David Deleary is the music programmer at Aboriginal Voices Radio (AVR) in Toronto. AVR airs every genre of music, but not lyrics laced with obscenities or that promotes violence towards women.

Deleary said he gets his share of music submissions that lack proper labeling where songs are not numbered or identified. He also bemoans the lack of songwriter credit and copyright notification on the material he gets. He is concerned with the quality of the products, and suggests real attention be paid to the mix. He suggests spending extra money to get the job professionally mastered.

David McLeod is NCI Radio's general manager in Winnipeg. NCI can be heard in most of Manitoba. NCI's experience has been that the most polished recordings don't necessarily make the biggest hits. Sometimes, a song's popularity may be based on the use of language, traditional rhythms, or community connection. McLeod says there is a "Native hit sound" that is difficult to define. The hit song may be big within the Aboriginal community, but may not work within mainstream. Once a song is a hit, the challenge then becomes, much like in the north-distribution and representation.

Single releases are common because of limited funds. Limited funds often result in limited copies of the release and the lack of a distribution network.

Recently, McLeod had a request by an artist asking if NCI could copy a song from his master CD to play on the air. NCI declined until the artist made copies available for sale and had a basic marketing plan in place. A hit song on Aboriginal radio can open doors to playing live performances, and it must be available to listeners interested in its purchase.

McLeod's also has advice for new artists when they are sending on their material to be played on air. Send a short biography, a photo and any newspaper clippings about your work that have been published. These are the basics. A one page summary that contains information about the songs on your CD is also very helpful. Don't forget the contact information for people who represent you. You never know who is listening and who may want to book you on your next available date.

Don't be shy to phone a music director to ask if your music will be aired. Be open to criticism, because it may be very helpful in your journey as an artist.

Al Standerwick is the director of radio at CFWE, The Native Perspective operating in Edmonton. CFWE goes to 58 communities in Alberta. Standerwick's philosophy is not to imitate mainstream radio, but offer programming that includes music not available elsewhere. Music from independent musicians make up a sizeable portion of the playlist. The station's primary format is country, with a daily four-hour slot set aside for traditional music. Up and coming artists are often featured on the Native Perspective program.

As with his fellow radio programmers, Standerwick gets his share of incomplete packages from musicians, as well as music that is not broadcast quality. His advice? Understand where you want to go with your music and adjust your thinking. Get to know your potential market. Radio appeal is important but not the onlyfactor.

Music by Aboriginal singers is diverse and the peoples themselves. Whether it is in Kujuaak, Toronto, Winnipeg or Edmonton, there is agreement from all that Aboriginal radio plays an important role in defining who and what we are as Aboriginal people. The Aboriginal population is the fastest growing one in the country, and that population identifies strongly with the music created by its members.