Breaking Into Commercial Radio

Okey dokey, here's a bit of the good news! It is possible to receive airplay and get playlisted with the commercial radio stations - it has happened to several bands - and not just in New Zealand. But one good example that I would like to share, which you may or may not already know the story of, is the story behind New Zealand band, Blindspott.

Originally typecast as too heavy for radio, the Blindspott eventually earned radio airplay through radio stations being overwhelmed with fans requesting to hear them. And, as they say, the rest is history — a major label bidding war, two number one albums, triple platinum sales, a number one airplay single, sold-out tours, and overseas adventures in South East Asia, Japan, America and Australia.

Certainly goes to show that it's all about getting the music to the people - winning them over one by one. Nurture your fans, look after them - they will become your best asset! Just like I mentioned in a previous blog - you need to treat every single fan like they are number one! Because you never know who they are or how they can help you! Just look at what happened with our YouTube video - all because we replied to a comment and let that person know we appreciated him taking the time to check it out.

There are many stories to success that are similar to the one of Blindspott. However, it's important to note that, though it may sound fairly easy, reality is, it's a lot of hard work. Playing live, connecting with fans, keeping up to date with comments, emails, playing more gigs, organising new gigs etc - all of it is solid hard work - it's not easy. But when you get to that stage and all your fans behind you wanting to hear you on the radio - that's what makes it all worth it.

THOUGHT FOR THE DAY: "If life throws you a curve ball, hit a grand slam off of it"

It's Not What You Know, But Who You Know

As I have mentioned on here several times, it's not what you know but who you know. Especially in a country as small as New Zealand.

This is probably common knowledge and expands further than just New Zealand. But at the end of the day - unless you are one of the movers and shakers within the music industry, or are good friends with them, then you are not going to get heard - at least, not on commercial radio. It's as simple as that. Actually, that's probably why we often listen to the radio and think "how the hell did that band manage to get on there?!". Come on... we've all thought that.

I have the perfect example of such a corruptive industry: at the 2007 New Zealand Music Awards, The Mint Chicks were the winners in five categories. In each of those same categories, New Zealand band Opshop were also nominated. Now, here's where it gets interesting - Opshop won the 'People's Choice' Award (i.e a category where the general public vote for their favourite band). What's even MORE interesting, is that The Mint Chicks were not even a finalist in that category!! Go figure!

Need I say more?! I think not.

Sounds all pretty depressing right? Fear not, for I believe there is a way to break through all this crap and get to the commercial audience. It has been done before... and I'll tell you how in the next post.

THOUGHT FOR THE DAY: "Our greatest glory is not in never falling but in rising every time we fall"

Who Is Right: Consumer Or Industry?

One thing I don't understand is why there is so much controversy over what is deemed suitable for airplay. There's so much argument over what is considered 'commercial' or 'mainstream' - but let's face it, that's what your music needs to be to even have a chance at getting airplay!

Some people describe commercial music as 'music that is designed for public consumption, usually not brilliant music'. But here's my take on "commercial" music: I think it's music that would be popular to the wider audience. Yes it could be construed as anything from pop to soft rock, but even go as far as hard rock. As long as it remains melodic with strong hooks and appealing to the masses - I think you could be considered commercial. So, when I describe something as "commercial", please understand that this is what I mean.

One would think that any music with a following and a tonne of feedback, including great reviews/comments and inquiries as to tours etc could be deemed as 'commercial' music and suitable for airplay?

The band I manage are considered 'Arena Rock' and could be described as brilliant music designed with a soul that people have latched on to en mass - hence, they more than deserve airplay as that will only broaden their fan base. Yet, when approaching radio programmers, I'm told that it's "cheesy". Trust me, you can't get any more "cheesy" than some of what's on the radio these days! I have stopped short of saying that to them. haha

I guess my point here is that - I gotta wonder why radio programmers think the way they do. If you run a radio station - don't you want to appeal to the majority? Therefore, when a band comes along that shows that they have the whole package - including a fan base and great songs that are loved by those that have heard them, then why don't they get really excited about that?

I know, I know, it all comes down to the politics games. But at the end of the day - what kind of business are you running when you don't stay true to the music?!

Every Cloud Has A Silver Lining...

After all the negativity you start to wonder if it's all really worth it. I struggled many times with that - many times! However, every time I listened to the album, or replied to all the positive comments via social networking sites, or received emails from all those wanting to know when the guys are going to tour - that's what kept me going. It's all that that reminded me exactly what I had sitting right in the palm of my hand. At the end of the day - that is what it's all about: getting the music to the people. And as long as I kept that in mind, I knew I could carry on and do this.

A lot of my time is spent emailing. Emailing music industry 'movers & shakers', newspapers, magazines - online and offline, potential contacts, promoters, radio stations etc. On opening my email one morning, I had a very welcome surprise. One of the biggest VIPs in the music industry here in NZ wanted more information on this band!

I was very quick to reply of course and I ended up posting him a copy of the album upon his request. Consequently he loved what he heard, couldn't speak highly enough of it and wondered why it wasn't on the radio yet. He as also impressed with the 300,000+ views one of the tracks had received on YouTube.

We set up a meeting with him, the lead singer and I a couple of weeks later. Throughout that meeting we discussed all sorts including the state of the music industry at this stage and also the importance of owning your own material - it gives you so much more leverage! Which, at this vital stage, my artist has retained all rights to his music. He mentioned that he'd like to set up a showcase, to ensure that what is heard on the album can be pulled off in a live environment. In doing so, he would like to invite some music industry execs and other VIPs to come along and check them out.

We haven't yet had this showcase, and have no idea if this will open any doors for us or not, but it's one hell of an opportunity to break into an industry that will otherwise shut you out and show no mercy.

The showcase is scheduled for two weeks from now. I will still be posting every day, so be sure to stay tuned and find out how it all goes!

THOUGHT FOR THE DAY: "Success is how high you bounce when you hit the bottom"

Devil Rears It's Ugly Head... (Part 2)

..[.. cont from part 1..] Hotmail eventually gave me access to the account and after looking into what this guy had been doing - it turned out that it was the SAME person that had emailed us from his REAL address stating that the music "rocked"! Not only that, it also turned out that it definitely WAS the person that reviewed the album!! And now I had the indisputable evidence!

I thought it was about time to contact the editor of the main local paper that had offered to have our album reviewed. I figured he needed to know what his "reviewers" were up to. After emails back and forth, I sent through the proof I had from the Hotmail account and the editor was furious to see the truth! He assured me that this guy would no longer be reviewing for him as he was not interested with anyone that carried on in such a childish vindictive manner. I was happy enough with that.

The next day I heard back from the editor, only to hear that he had contacted the reviewer who was "most upset with what had transpired" and that his email account had been "hacked" and that person had contributed to the hate campaign that had started through the forum we originally tried to participate in!

I knew right when I heard that, it wasn't true. It didn't ring true and it was just a convenient excuse. As if to prove my theory correct - I received an email from the reviewer that same day stating he wasn't "sorry" for anything and that he will be keeping a very close eye on this bands career and doing whatever he can to bring them down.

I didn't bother with a reply and yes I thought about forwarding it on to the editor, but in the end I didn't bother. I knew by then that the editor was one of the people involved in that forum and therefore didn’t trust him. We had to disassociate ourselves from anything like that, move on and focus on our goals.

THOUGHT FOR THE DAY: "Life gives you only what you accept"