Start locally, but think globally for radio play

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MUSIC BIZ 101

Radio airplay is essential to the promotional campaign of any new release. As an independent artist with limited financial resources, it must be co-ordinated strategically to maximize listener exposure. Commercial radio is classified under major, medium and small markets.

Non-commercial radio stations include community radio, such as college and university radio stations and Aboriginal radio. These are localized and often act as springboards for building audience awareness and support for live performances.

Community radio stations often do not have a specific radio format, such as alternative rock, new country or commercial hit radio for example. Commercial radio has specific radio formats because commercial radio's raison d'etre is to make a profit through advertising. The larger their demographics or market share the more they charge for their advertisements. Basically, the two main demographics are youth and adult. These two demographics are further categorized by age group and financial status.

Music directors at commercial radio stations are responsible for selecting which releases get airplay. The individual disc jockeys add them to their playlists. The ultimate goal for a music publicist is to first get the music added on rotation and then to convince the music directors to place it on medium and heavy rotation.

As part of the promotional campaign, identify the single to be released when sending your package to mainstream radio and try to convince non-commercial radio programmers to follow suit. Generally, community and college radio play whatever they like on the CD. Of course, anytime you're talking about your CD you will also be highlighting the single released to radio. This is done in conjunction with the rest of the promotional activities of the campaign.

Radio airplay goes hand-in-hand with distribution, and there is no return in having extensive radio airplay when the CD is not available in the record stores. There is tremendous competition for airplay, and behind the scenes are the countless telephone follow-up calls, e-mails, faxes, and visits with program directors to solicit their interest in the single.

Fortunately, in the Aboriginal market, there are a number of Aboriginal radio stations that consistently solicit new recordings. Winnipeg-based NCI Radio covers Manitoba. NCI can be reached online and at (204) 772-8255. The Aboriginal Multi-Media Society's CFWE, The Native Perspective can be heard across Alberta. CFWE can be reached at (780) 447-2393. Toronto-based Aboriginal Voices Radio can be reached online at www.aboriginalvoices.com and at (416)703-1287. Radio KIXX FM is a Montreal-based Internet radio station. Aboriginal-owned by Louis Amik-Lalonde, it is accessible online at www.kixxnet.com or by telephone at (514)731-4785. AIROS Radio is another Internet radio station based in Alburquerque, New Mexico. Mentioned are just a few stations. Do your homework, because there is a lot of activity in Aboriginal radio.

As always, the dilemma for emerging artists with a debut release is label representation and ultimately, distribution. Best advice is to act locally and think globally. The idea is to work your home base then build a regional following with the support of live performances in those areas. Eventually, if this is sustained, the next step will be national exposure and beyond.

This column is for reference and education only and is not intended to be a substitute for legal advice. The author assumes no responsibility or liability arising from any outdated information. Ann Brascoupe owns What's Up Promotions, a company specializing in promoting, booking and managing Aboriginal artists across Canada. She may be reached at abrascoupe@hotmail.com.