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Overview of Radio Roles
Christopher Knab
FourFront Media & Music
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
PD:
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
MD:
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
Christopher Knab
FourFront Media & Music
Throughout his twenty-five year career in the music business, Christopher Knab has
shared his experiences at many industry conventions and conferences, including the
New Music Seminar, the Northwest Area Music Business Conference, and numerous radio
industry seminars. Mr. Knab is also currently an instructor in the music/video business
program offered by the Art Institute of Seattle.
FourFront Media & Music
3825 34th Ave. W.
No. 7
Seattle, Washington 98199
(206) 282-6116
Chris@Knab.com
http://www.knab.com
Copyright © 1996 Christopher Knab
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