Many many many years ago, in the age of dinosaurs and a thriving UK music industry, I was lucky enough to be a fly-on-the-wall in the Promotions depts of all sorts of record labels – from majors to indies. At the time I picked up a few nuggets on how to go about it, which I then used with various bands that I was managing at the time. It seemed to work, with plays on John Peel, Xfm and others (this was pre-BBC Introducing).
I’d given up on it, mainly due to lack of bands with any musical inspiration or who could actually stay together, and partly old age (!).
But then recently I came across a band called Vienna Ditto, who were just about to release their EP – Liar Liar, which I LOVED, so I offered my services as an amateur ‘radio plugger’…… and so begins the lesson.
Things have changed a bit, but the essentials remain- so here are my……
Top 5 DOs:
No.1 – Your Track
Make sure it’s a decent record! Crap quality, crap song, crap production – you’re wasting your time. In this digital age, there is no excuse for poor production quality. As far as the song goes…well, you’re up against a global market of potential songwriters – so don’t listen to your mum, be subjective, and ask someone who really hates your music what they think.
No.2 – Email a Link Or Post?
Both!! Some producers will prefer a physical copy, some like a link (only one though) – so do both. Simples.
No.3 – Packaging
Forget flashy packaging, photos, biogs that are separate from the CD. Imagine you’re a producer, you receive literally hundreds of CDs a week – what do you think will happen to all that other stuff you’ve sent in the envelope? Exactly. So – one CD, in a cover. On the cover, stick on the information you want them to know. Quick biog, RELEASE date (should be about 6 weeks ahead), I always try to include POSITIVE REVIEWS/ quotes from others, it gives people confidence that it’s not doodoo and worth a listen.
No. 4 – Follow Up
Do it – call, email, turn up. Whatever happens, try and put a voice/ face to the band. Producers are people, generally the nicer people from the music industry, and importantly they tend to be big music fans, so get to know them as much as you can. One of my targets for Vienna Ditto was the biggest cheese at two key radio stations (we’ll call him Mr Smith). Did he playlist the track, no. But we had an email conversation – he said, ‘not right for playlisting, but a good introduction to the band’. Disappointed?? NO!! I was OVER the frickin MOON! What a result – not only did he listen to it, he thought enough about it to form an opinion, and sent a message that he’d liked to hear how they develop. Perfect.
No.5 – Plan Plan Plan
So you’ve got a few bits of airplay, and spoken to a few producers. The release date has passed now, so what next? If you’re asking that, you’ve cocked up. You should know what’s next – whether it’s another single release, album release, live dates, targeting some major labels – there should be something else to KEEP THE MOMENTUM GOING. It’s key to your survival.
Excellent – now the big top 5 DON’Ts:
No.1 – Burning Bridges
Don’t burn your bridges – if you send a crap CD, chances are nobody will ever listen to your follow up
No.2 – Blanket Coverage
Don’t target anyone and everyone – be specific, based on each show. If you’re stepping outside of the BBC Introducing stable, then this is vital. Get to know every show you want to target, and make sure your CD will fit in. Otherwise you’re just pissing people off (see No.1)
No.3 – Big Yourself Up (too much)
Chances are, you’re not the next Oasis, Blur, U2, Girls Aloud, Coldplay, Ben Howard, Jessie J…… you get the picture? If you were, then you’d be signed to a major label. But that’s ok – you might just have a great song that’s perfect for radio.
No.4 – Be A Twat
If someone doesn’t like your track, move on, it’s not personal. Being a twat doesn’t help (see no. 1)
No.5 – Expect To Get Played
If you’re (1) unsigned or (2) on a small independent label/ DIY label, don’t expect to get played. Do try and get the name about, and keep the momentum going. The UK music industry is small – people know people, and always talk about music and upcoming bands. Be one of those bands, people may come knocking.
If you have more tips and hints, especially if you’re a bona fide plugger (unlike me), then it would be great to hear from you – please leave a comment!
Good Luck!!!
