So you’ve just finished recording your album and you’re looking to get some exposure. The best place to start is on independent radio (whether regionally or nationally). For an emerging artist this could sound a bit daunting. Where do you start? Who do you talk to? Getting your music played on independent radio stations isn’t as hard as you may think, but it isn’t completely easy either. Luckily, gone are the days where you need a major label or agent to submit your CD, if you have the time you can do all this yourself! But please don’t just shove your album in an envelope and cross your fingers it gets played. You have to remember that these stations can receive up to 20 to 25 CD’s per day through the mail! Having been the one for a few years now who is on the receiving end at an independent radio station I have some tips to make it easier on the Music Director which in the long run helps YOU.
- Send a physical copy of your CD. Do not send MP3’s as an attachment on an email, and don’t burn MP3’s onto a disc. This is unacceptable. If all you have is a digital format ALWAYS ask the station before you email them. Many station are not set up with a digital database and unsolicited emails with attachments do not get read.
- Take the shrink wrap off the CD. It’s a hassle to slice 20 of those suckers open on a daily basis!
- Do not send a press kit. It’s a waste of MY time and YOUR money. 100% of the time they go directly into the trash. What Music Directors are looking for is a “one sheet”, also called a “press sheet”. It’s a single piece of paper that includes vital information like your band name, location, genre, contact info, and any other relevant information you think we may need to know. This may sound like common sense, but I have seen albums come in with pages of past stories and life’s ambitions – none of that is useful. Warning: If it takes more than 2 minutes for me to Google information on your band so I can properly enter you into the database I will either leave the fields blank (risking you not getting airtime), or make up something eccentric (risking you not getting airtime).
- Make sure you have a sleeve or insert. I’m all about minimalistic, but when just a burnt CD arrives in the mail with messy handwriting on it, it’s frustrating. For hopefully obvious reasons a plain CD without a case of any sort will not get put onto the shelf. Burnt CD’s really are okay to send, just make sure you have a case/sleeve/insert with it to signify who you are.
- Place a sticker/label with the key tracks on the album cover. Reality is that most stations will not listen to an entire album. If you choose your own “singles” this will speed things up considerably. For bonus points also include whether there is inappropriate language on any tracks and whether you’re CANCON.
- Do not mail fancy packages. A good ol’ fashioned padded envelope is fine. Adding candy or trinkets in with your CD again is a waste of your money and a waste of my desk space. CD’s get taken out of the packaging and are all put into the same pile. Glamming up your package really won’t get it any more attention. Besides, it’s not about how it looks, it’s about how it sounds.
- Do your research. If you want a specific show or host to receive your album include their name in the package when you mail it. Look at the shows and see what types of programs they play. No sense in submitting your music to a station that doesn’t play your genre. Again, it’s a waste of your money.
Hopefully these tips will help get your music into the right hands. Please note: some independent radio stations may operate differently. I highly recommend you check out each station’s website and follow their own submission guides. Or, find someone (like me) who knows how the radio game is played and ask them to assist you!
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