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The Radio Puzzle
Many of us are celebrating the return of Rock radio to Modesto. I know that I am. This brings up a question that many local and indie bands ask. How do I get my band played on the radio?
First of all, let me make it clear. It is not easy. Local bands need to understand that they are now competing with the biggest bands in the country for airtime. When you try to get your record played on B93.1 or Rock 96.7 you are competing against U2, Barenaked Ladies, and Fuel. You are going up against Korn, Guns and Roses, and Creed. Doesn’t look so easy now does it? However, there is a silver lining.
If you can get on the radio, you know that your record is probably good enough to get played anywhere. There is a perception that radio in a smaller market, like Modesto, should be easier to get played on than a big market like San Francisco. This is totally untrue. A station that is good anywhere, that is any size, will be difficult to get played on. Again, it makes the game more challenging, but if you can crack the puzzle then you have to realize you have a chance for major league success.
How do I get on radio?
Write many great songs.
There are several keys to getting your record played on a commercial station. The first aspect is songs. You have to write great songs. They have to be as good as the best songs you hear on the radio. If they aren’t then there is no point in even taking it to radio. You are wasting everyone’s time. So write hundreds of songs. Play them live, and then find out the ones that the crowd likes the most. Usually one or two of your songs will rise to the top.
Make sure that you have a quality recording.
For some reason many of the local recording studios have a tendency to put out recordings of an extremely poor quality. I am not saying that you necessarily have to spend a ton of money to get this done, but it has to be top quality. Once your songs are done then take it to people that you trust who are in the industry and ask their honest opinion. Don’t take it to radio until you have done this. If your recording is of poor quality then it is going to reflect poorly on your group. Once you have damaged your reputation it is much more difficult to go back and get a new better record on a station because they still have a perception of you making poor quality recordings. There are many great studios that are affordable (in the $30-$50 an hour price range) that can help put out a great product. Some of these studios include Trakworx in S. San Francisco (N2Deep, Flying Blind), and Pus Cavern in Sacramento (Deftones, Cake, Death Ray, and others.) Don’t get bamboozled by a studio that has never gotten an act a record deal. When you look for a studio ask, “Who else has made a record here?” If they dance around and tell you a bunch of acts you have never heard of, or only talk about R&B and Rap acts, when you are a heavy metal band, you probably should look elsewhere.
Build a relationship with the station.
Just as important as having a good recording and good songs is to build a positive relationship with the radio station that you want to work with. There are several key points to this. Try to play on any station events that you can. Offer to do free shows for their clients. Offer to play acoustic on their morning show. Communicate with the station and let them know when you are playing. Every time you do something with the station and for the station you are building that relationship. Every event you play they are mentioning your name on the air. That builds awareness and ultimately fans. Its builds the framework, the infrastructure that allows the station to play you later.
Don’t be a pain.
Don’t be a pain in the ass. A program director of a radio station these days often has to program three or four stations at a time. If he has to field 20 calls a day from local bands eventually he will make a no talking to local bands rule. You don’t want this. Therefore, time your calls appropriately, when you have an important issue to discuss. Make your calls quick and to the point. He or she will appreciate this when you do call and make them more likely to help you. Talk to the music director whenever possible. Their job is to talk about music and that helps you. If you want to play on a station event or do a promotion with the station talk to the promotion director or the music director. Oftentimes these people do most of the work on events.
Radio is a very difficult and complex game, but hang in there and stay for the long haul. Oftentimes when you are ready… Suddenly so are they.
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