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As many record labels know, the key to selling a
product to a wholesaler, distributor or other retail outlet is getting
the product first heard on radio. The problem most independent labels
and new artists run into is not being able to get the music exposed to
the public, or by getting it played over the radio stations. One of the
most important things a label must understand is, all radio stations do
not play new product, and will not until it has made the national
charts. We must ask at this point "how does the product get to the
charts if we cannot get it played?"
The most common way music is charted is by selecting
those certain radio stations who are affiliated with a trade
publication and servicing them with a copy of your product. This is by
all conventional means the simplest way to do it. Then on the other
hand, all though the idea is simple, there are just too many labels
trying to do this same thing at the same time. The result is your new
product and artist may fall along side an empty shelf and never be
exposed. Major record companies use much promotion and sometimes hype
in order to obtain radio station attention. And this is something that
we know first hand, since we work on such product every week.
We select all of the product that we work on very carefully.
The better the product, the
better the chance we will have in helping your label, and your product
to make the chart and sell copies.
Your first step is to send us a copy of your product,
so that we may evaluate it and consider it for promotional purposes. In
the event we accept the material we will issue you a contract which
will outline all the steps taken to successfully market your material.
As I previously mentioned there are selected radio
stations that will be interested in playing and or listening to your
product. These stations are known in industry terms as flagship or
reporting radio stations. We work with them regularly so that we may
get new products introduced. There are several very important industry
trade publications which compile record and music charts. Radio &
Records (R&R), Billboard, CMJ are some of the publications we watch
closely when a new product is released. Your product would be mailed to
the panel radio stations of these trade publications, should we accept
it for promotion and marketing.
This is not the end of the job by a long shot! Next
the product must be tracked and personal communications must be made
with the music and or program directors at these stations. In our
effort to succeed and to get your recording added to the playlist of
these stations, we must present them with expert and professional
marketing techniques.
When your product is added, you will know, because we
track its progress. We in turn, supply you with a copy of a tracking
report, which will show the records progress. This takes usually four
weeks, and at that time the response should begin, and in most cases it
will be favorable. As we proceed with this process, we are able to
obtain more and more airplay for your product, thus the end result is
national exposure and the national charts. You may at this time also
notice that the product is beginning to sell copies. We can at this
time help you with national distribution so that the product may be
purchased at stores.
Our distribution process is similar to our radio
promotion effort. We use our own independent network of distribution to
accomplish this. Your product is only as good as it sells, and without
distribution it cannot sell. Our in depth contract and process will
cover this area in the event you are not acting as your own
distributor.
Your key to the selling your merchandise is as old as
marketing itself, it's called exposure. When you are ready, and after
the recording session is completed, let us guide your production to its
rightful place.
For more than a quarter of a century our firm has
been promoting and marketing music related products. The common factor
in most of our ventures is that all of the music we promote is creative
and good. Although at times we wonder why certain items will do better
than others, it is generally impossible to foresee the taste of the
record and music buyer.
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