Adding Other Artists
Commercial Airplay Myths
To DVD or Not
Indie Promo I
Indie Promo 2
Payola Part 2
Payola Part 3
Payola Part 4
Retail & Radio
Videos for Radio
By Bryan Farrish
As your label progresses with
it's marketing efforts, you eventually will need to get more outside help (in addition to
more inside help.) As you move from non-commercial to commercial radio, or from commercial
specialty/mixshow to regular rotation, or (especially) from small market regular rotation
to medium market regular rotation, things will start getting more competitive and
difficult. Hiring a consultant is going to become more and more necessary (all majors and
major-indies use consultants.) The question is, at what point do you really them, what
type do you hire, and how much do you pay them?
The idea of using consultants is that these people have come from a label promotion
background, or from a radio background, and they have made a lot of the mistakes already
that you are going to want to avoid. Plus, they have worked with many other projects like
yours before, so they know what you will need in order to move ahead. True, there are also
non-consultants that work in radio, music, and promotion (as staff employees), and they do
have a lot of the knowledge you need, but they will not have time to deal with you since
they have their own full-time jobs to handle. Consultants, however, get their income
solely from answering questions from people like you. With this in mind, here are the
types of consultants to consider...
BROADCAST CONSULTANTS: These people come from radio, and they now consult mostly radio
stations. If their radio experience was in programming (as opposed to sales or
engineering), and if they are now consulting PDs and station management, they may be able
to consult with you. However, some people view this as a conflict of interest since you
would be paying them to tell you how to get airplay, and stations would be paying them to
tell the stations what to play. Still, broadcast consultants may be able to help. Fees are
from a few thousand to fifty thousand dollars. They don't do any of the actual work for
you, but they'll tell you what you need to do.
LABEL CONSULTANTS: These folks worked at labels or at promotion firms in the past, and you
can hire them to help steer you in the right marketing direction. They are less costly
(and less prominent) than broadcast consultants, but they can consult other areas of your
marketing besides just radio. They cost a few hundred to a few thousand. Again, they don't
do any of the work for you... they just tell you what to do.
MUSIC CONSULTANTS: These are not the right people to help with your marketing; they are
only of help in getting songs written and produced.
QUARTERBACKS: A quarterback is someone you hire to consult AND run your marketing. This
person is paid a weekly fee to answer your questions and also to hire and deal with the
various people that will need to be placed on your project. A quarterback is usually only
needed if you are hiring radio promoters, retail promoters, street teams, publicists, and
booking agents. When a project is in full-swing at a medium-market regular-rotation level,
dealing with all the necessary people on a daily basis is a full-time job, and if it is
not done correctly your project will fail. Quarterbacks cost $500 to $2000 per week, on
top of the cost of the hiring of others that the quarterback will have to do for you.
PROMOTERS AS QUARTERBACKS: If your total marketing for the year is mostly entry-level
(under $100,000), then your radio promoter may be able to act as your quarterback. The
promoter would still need enough radio people on the phones so that when your
quarterbacking activities were being dealt with, your radio calls would still be getting
made. Using promoters in this fashion is about $500 to $1000 per week, in addition to the
regular promotion cost.
Bryan Farrish Radio Promotion is an
independent radio airplay
promotion company. 818-905-8038 www.radio-media.com.
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