I have created a list of essential information for you dealing with that ever unique and mysterious relationship between a record label and a radio station. As the myth goes; they both need each other for the mutual benefit of each other’s goals. Record labels need exposure for the records they constantly release, and music formatted radio stations need programming to attract listeners, so that in turn, they can attract advertisers who pay them precious dollars to get their products in front of demographically targeted listeners. What, you thought perhaps that a commercial radio stations priority was just to play “good” music? Well, supposedly that is more the case on college and non-commercial public radio stations, but since most of them continue to lose government grants because of a lot of spin-doctoring in Washington DC, these stations too are having to focus more on pleasing their source point of dollars...the listener, and consequently are more conscious of what records they add to their rotation.

So, here we go:
"A handy guide of who does what at a record label and at a radio station, and how they dance the dance they dance."

The Label Side of Things
Promo reps secure airplay for any and all records released by a label.

Work in conjunction with the label’s sales division, coordinating any radio adds with distribution and sales connections in various markets

Create weekly reports for label personnel on progress of getting airplay

Communicate regularly with A&R, Publicity, and Artist Development Depts. to coordinate marketing plans and any touring commitments of label artists

What Makes An Artist’s Record A Priority At a Label?
Wanting to pick up on a hot new trend (sound) that is coming up from the
streets

Significant $$$$ investment by the label in signing an act

In-house political reasons ( from inflated egos after winning a bidding war, to impressing their peers)

Star status of the artist

Being genuinely excited and supportive of the act they signed

What a Good Promo Rep Should Know
What’s going on in the constantly changing radio broadcast industry (buyouts, format changes, et al)

What radio personnel have been hired, fired, promoted, or moved on to other industry gigs

What music trends are the Trade magazines reporting, talking about, and/or hyping

Any possible station/artist promotion ideas being coordinated nationally/regionally

Awareness of the volume of new product, and the competition within their genre.

Label Reps and the Sales Pitch
Prep Issues:
Strong, reliable work habits: on time, research data updated and accurate, positive attitude

Is the station exclusively contracted with any independent promoters

What the Arbitron trends are saying about the specific stations they work

What is the personal tastes and business style of the MD and PD

What are the MDs/PDs hours for taking label rep calls

What type of songs/artists were their stations adding to their playlist in the last few weeks

How many songs do their stations have room for on their playlist

Know all the ‘ up to the minute’ facts about the artist being promoted. (Chart Action etc.)

Aware of the stations competition, if any regarding playing the songs being promoted

Check any notes taken from the last conversation with MD or PD.

Set objectives for the call...get a commitment of some kind.

Check on any special promotional items available to give away.

Check on any special station promotion tie-ins available

Follow-Up Issues
Reporting to relevant label departments (Sales, Publicity, A&R , Label/Dept. Executives)

Working out any promised issues that came about during the call.

Constantly monitoring and tracking, as well as analyzing any breaks that come their way, and being able to
respond quickly and efficiently to developing situations.

What a Program Director and a Music Director Do
Program Director:
• supervises and approve any and all MD music choices

• checks with any station consultants for music selection

• hires, supervises, and fires all on air staff

• meets with all station dept. heads regularly

• approves any and all on air activity (news, commercials, announcements etc.)

• meets regularly with station management and/ownership

Music Director:
• auditions and selects appropriate music for their station in cooperation with PD or Consultants

• prepares music playlist

• reports playlist to Trades

• maintains library

• deals with label promo reps and other music issues as delegated by PD

So, there you have it. Now you know a bit about who does what, and as they say when you enter the ballpark, “You can’t tell the players, without your program”. Have fun...or have none.

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