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 Q&A
With Kenny Love
Undermining Your Radio Promoter
Commentary by Kenny Love
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I recently hired a record promoter for my new recording, but later
decided to contact stations personally. The promoter didn't like me calling the stations, and said it was going
to hurt the campaign. What's your opinion?
Urgent in Urbana
Dear UIU:
Before giving my opinion, I have a question...
Why would you do this? Did you distrust your promoter to follow through as he said he would, did not believe he
was competent, or both? This could have easily been avoided by your simply doing a background check on the promoter,
starting with requesting his provision of references and/or clients. By his response to provide them, you could
have, possibly, recognized whether or not you should contract his services.
Alternately, it is understandable for the promoter to be concerned with your calling the stations, and here are
a few reasons why:
1. You could undermine, and place in jeopardy, any radio relationships he has taken time to create and cultivate.
2. You are probably not experienced enough to conduct radio promotion and, particularly, music follow-up, otherwise,
known as "tracking" a recording.
3. An artist calling stations would probably serve to create confusion with station personnel.
4. It makes it difficult for the promoter to monitor the status of the recording.
To drive home my point even more so, let's review some *really* bizarre, melodramatic, over-the-top and even outrageous
examples that could, actually, occur and not just in The Twilight Zone:
Example 1: Dr. Mark Green, noted physician from E. R., is your doctor in the middle of excavating your pancreas.
But, because you were considering going to medical school once upon a time, and have even read tons of tomes on
the subject, while on the operating table, you suddenly have a divine moment whereby you immediately realize that
you can save a tremendous amount of money in medical costs, post-operative treatment and medication by simply performing
the procedure yourself. Plus, you don't have to pay Dr. Green an exorbitant salary because he is already earning
millions from E. R. residuals. Would you do it?
Example 2: You have just committed a murder, in the midst of 138 witnesses who all, unfortunately for you, have
20/20 vision. Inadvertently, in your defense, you have hired no less than Johnnie Cochran to represent you. Bling!
Your 'bright' idea suddenly asks, "Why become indebted to J. C. for life, when you can represent yourself
before your jury of peers? After all, the legal system fairly grants the right of self-representation to every
citizen, and you should take utter and complete advantage of your right." And, after considering it, it is
exactly what you decide to do. In both truth and reality, should you do it?
My point is simply this: Practically, everyone has a specialty, but few are masters of everything. In fact, I will
go out on a limb and say that there are absolutely no masters of everything. Choose your strength wisely, then
capitalize on it. If that means remaining as an artist, and not playing "promoter," by all means, do
just that, leaving the job of promotion to a more appropriately learned individual who can, undoubtedly, obtain
far greater results for you than you can yourself.
-----
Kenny Love has
an extensive background in both the Music and Writing industries. Learn about the new services that he is providing
to unsigned and independent recording artists in response to today's shaken and fractionalized Music industry by
sending an email request to klmubiz@getresponse.com. |
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