What the furore? #RadioSaysNo

Your single has been refused radio airplay...

 

I've learnt through my experience in public relations that musicians - especially those that invest a lot of themselves into their music - are very emotional, and have a deep connection with their art. To be told by a popular local radio station that your music does not suit their format when every other day they're blasting Justin Bieber and Celine Dion across the airwaves, can be very hurtful. Those artists live on a different continent and have no real connection to the station's audience. Musicians expect a little more love from their radio stations - especially if they've been born and bred within its city limits.

 

SA audiences fed on Western  culture

 

But here's the truth - popular local terrestrial radio stations are run by suits, not music lovers who live by the mantra of 'local is lekker'. Their job is to make money, not support the South African music industry because it's the right thing to do. In order to make money, they need to continuously give their listeners what they want. If they want Chris Brown, then Chris Brown's on high rotation, if they want "Who let the dogs out", you better believe Baha Men will be banging on your stereo. 

 

It's hard for a new local musician to get their stuff heard on local radio because the South African public have for a long, long time been fed on Western culture. Times are a ‘changing though - our industry is currently booming with talent, and we've got the infrastructure to produce quality music. But they still won't play your music...

 

As a knee-jerk reaction, you might want to use your social media networks to rant about Radio XYZ. STOP. Those people didn't follow / like your account to hear you whine - they're there for the good stuff - the music. Turn to your manager or your PR agent, or your diary, or anyone who has a vested interest in your career - let them guide your next decision. When it comes to popular terrestrial radio, it's not personal, it's business. 

 

What do you do?

 

Any successful musician will tell you hard work is what it takes, but make sure you focus your energy on specific areas such as: 

 

Gigging 

 

Gig at every live venue / event you can - and whether you're playing to 5 or 500 people, make it count. The more people see your name on a lineup, the more they acknowledge your presence in the music scene, and the more they believe you're in it for the long haul. And if you're good at what you do, the fans will follow, you'll build a reputation, and whether they like you or not, everyone will know your name. 

 

Social media

 

Work your social media presence to the max - offer your followers and fans something special - make them feel like they're part of a movement, something tangible. Make them want to hit that share button, give them something to comment on, keep the hard sell to a minimum, and most importantly be sincere - have personality. 

 

 

Networking

 

Get to know the influential people in your local music scene - even if they're hipsters - it takes all kinds! If beneath those corduroy jeans is a sincere human being, then make a connection. I know not everyone's a people's person, but if you want to make it in this industry, there's no chance you can exist in a bubble - then you might as well continue gigging in your garage. Networking is key, and it needs to be a priority. I'm not saying stalk Randall Abrahams, I'm saying get to know the editor of a popular local music blog, or the DJ on a varsity radio station who's known to love SA tunes. I'm also not encouraging you to go in for the hard sell and shove your music in their faces - just genuinely get to know people - make your circle bigger.

 

These are just some of the areas you need to focus on to gain some traction and make radio notice you - but therein lies the key - you've got to make it hard for them to ignore you.

 

But wait, there's more...

 

Terrestrial radio is now not your only avenue to reach potential fans - don't get me wrong, it still holds strong clout - but internet radio is making headway and, not far into the future, terrestrial radio will be obsolete. The internet has democratised the radio market allowing true music lovers an opportunity on radio. You've got platforms like The Grind Radio, Assembly Radio, 2OceansVibe Radio, Mutha FM - make sure you invest in this space too; internet radio will explode in the coming years - it's foretold in the stats.

 

Without perseverance, the music business is a tough nut to crack. My advice is, let every rejection be the fuel to your drive for success.