Undermining Your Radio
Promoter
Commentary by
Kenny Love
Question:
I recently hired a
record promoter for my new recording, but later decided to
contact stations personally. The promoter didn't like me
calling the stations, and said it was going to hurt the
campaign. What's your opinion?
Before
giving my opinion, I have a question...
Why would you do this? Did you distrust your promoter to
follow through as he said he would, did not believe he was
competent, or both? This could have easily been avoided by
your simply doing a background check on the promoter, starting
with requesting his provision of references and/or clients. By
his response to provide them, you could have, possibly,
recognized whether or not you should contract his services.
Alternately, it is understandable for the promoter to be
concerned with your calling the stations, and here are a few
reasons why:
1. You could undermine, and place in jeopardy, any radio
relationships he has taken time to create and cultivate.
2. You are probably not experienced enough to conduct radio
promotion and, particularly, music follow-up, otherwise, known
as "tracking" a recording.
3. An artist calling stations would probably serve to create
confusion with station personnel.
4. It makes it difficult for the promoter to monitor the
status of the recording.
To drive home my point even more so, let's review some
*really* bizarre, melodramatic, over-the-top and even
outrageous examples that could, actually, occur and not just
in The Twilight Zone:
Example 1: Dr. Mark Green, noted physician from E. R., is your
doctor in the middle of excavating your pancreas. But, because
you were considering going to medical school once upon a time,
and have even read tons of tomes on the subject, while on the
operating table, you suddenly have a divine moment whereby you
immediately realize that you can save a tremendous amount of
money in medical costs, post-operative treatment and
medication by simply performing the procedure yourself. Plus,
you don't have to pay Dr. Green an exorbitant salary because
he is already earning millions from E. R. residuals. Would you
do it?
Example 2: You have just committed a murder, in the midst of
138 witnesses who all, unfortunately for you, have 20/20
vision. Inadvertently, in your defense, you have hired no less
than Johnnie Cochran to represent you. Bling! Your 'bright'
idea suddenly asks, "Why become indebted to J. C. for life,
when you can represent yourself before your jury of peers?
After all, the legal system fairly grants the right of
self-representation to every citizen, and you should take
utter and complete advantage of your right." And, after
considering it, it is exactly what you decide to do. In both
truth and reality, should you do it?
My point is simply this: Practically, everyone has a
specialty, but few are masters of everything. In fact, I will
go out on a limb and say that there are absolutely no masters
of everything. Choose your strength wisely, then capitalize on
it. If that means remaining as an artist, and not playing
"promoter," by all means, do just that, leaving the job of
promotion to a more appropriately learned individual who can,
undoubtedly, obtain far greater results for you than you can
yourself.
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