Michael Clemenza - Project Manager at Jeff McClusky & Associates

Jeff McClusky & Associates has been prominently featured on the cover of the Chicago Tribune Magazine and the Los Angeles Times, and has been featured in Billboard Magazine as one of the most influential and highly regarded firms in the music industry.  JMA has consistently delivered an enormous advantage to its A-Level clients offering the proven ability to predict trends and provide clients with an invaluable edge in the midst of fierce entertainment industry competition. In addition, JMA utilizes its extensive contacts and expertise to create unique synergistic opportunities within the Music, Broadcast and New Media industries.

 To learn more about Jeff McClusky & Associates and their services you can visit www.jmapromo.com and to get in touch with Michael you can email him at mclemenza@jmapromo.com

How do I get my song played on the radio?

A good question, but a better question is should you have your song on the radio?  As the music industry is evolving, radio is still a key component to marketing your music, but it is important to note that it now plays a different role than it used to. 

If we are talking about major market commercial radio then there must be several things in place before the investment is worth while.  It is important to keep in mind that different genres of music utilize radio in various ways. The following explanation is basic, and functions well for your average alternative/rock band. 

Commercial radio check list:

1. Distribution, both physical and digital.  If you want your song played on the radio in LA, NY, Chicago, or where ever you may be... having product in retail is key.  After all what good would it be having your song played on the radio if it is not available to purchase?  Also, assuming people will find it available online does not work as radio programmers don't assume that listeners always shop on the internet.

2. Buzz.  Most radio programmers want to know that there listeners want to hear a certain song.  This is accomplished by proving tickets sales (touring), record sales, and media presence.  Media presence is accomplished through online and tv/film platforms.  Online - social networking profile, bloggs, press, etc; and tv / film - because licensing exposure provides a wide reach to numerous consumers.

What is of highest importance to most programmers is listeners.  The bigger the audience the better the ad revenue is for the station and the better chance they keep their jobs. If programmers believe people are familiar with and care about your music in these various mediums, then they are more inclined to believe their listeners will care and listen on their station as well.  

3. Story.  What is exciting to be said about your band?  If your band doesn't have a good story, then one of the other 30 CD's on a programmers desk will.  Giving something more than music for people to talk about can help go the extra distance. 

4. Music. Last but not least, music must not necessarily be good in the eyes of the programmer, but rather something that will interest listeners and keep their attention.  Being already established with the listeners on a certain level helps, but the must also fit what the programmers believe their key demographic wants to hear.  Some programmers think listeners want to hear mostly songs they already know, some programmers think their listeners like new music.  Programmers will very with their interpretations, but traditionally they choose based on how culturally progressive their demographic is.  If they are progressive they like new music (trendsetters), if they are less progressive they like familiar and popular music (laggards).  This typically varies with geographical region, age, genre of music, etc.  You must assess how your music is established with your certain demographic in yours and various other geographical regions, and this should play into your decision on choosing to market with commercial radio.

If you have these things, commercial radio is a great marketing vehicle for you and your marketing efforts would be maximized.  You have a worthy investment, and you should contact a credible independent radio promoter.  A good radio promoter will understand all the points discussed here and will also have a reputation of having a good relationship in working with labels, other independent promoters, managers, artists, and stations.

If you don't have these qualifications, no worries.  The good news is today you can work on them as they are just as important whether you are appropriate for commercial radio or not.  I would highly recommend finding your core target market online first before you decide if going to radio is a good decision.  Your online market will tell you if your fans listen to the radio or not.  If they don't, you shouldn't go after commercial radio, at least not yet. Today you don't NEED commercial radio to be successful.  Good online presence at blogs, social networks, video, press, etc. along with a solid fan base, great music, live show, print press, merch, college and public access radio, and various licensing mediums can break your band whether you are mainstream or not.