New Artist Problem: Music Never Heard

Author’s Note: In this discussion of music distribution I mention my own RRadio Music and “Intro to Indie Artists” programs. There are other options to consider.

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I received another email this morning from a company claiming to pitch music to “hundreds” of industry insiders. I’m guessing they got my name from RRadio Music and believe I’m in need of help with sending out songs because of the hundreds of artists listed there; that’s not the problem for me or the artists.

By anyone’s measure there is no lack of new songs. There’s also a huge increase in the numbers of songs submitted to online radio stations and music services. Both of these are important facts.

Through use of technology though, success does not rest on any single web site for indie artists; it will be more heavily impacted by an artist’s understanding of the technology tools they choose. Services may be passive or interactive. All are the result of using technology that didn’t exist 15 years ago. All operate off different premise than how things were done back then, too.

Many times technology hinders artists, as when they attach songs to emails. Sending a song through email requires excessive download time for the recipient and an increased chance for your email (song) going directly to the trash bin. That’s what happens to songs emailed to Audio Graphics. Links to hear or (better yet) quickly sample the song should be included in your email - not the song or sample itself.

Facts support a stance that consumers have increased consumption of music from new artists. Facts also say we have an increase in numbers of distribution points, which leads to a dilemma. Exposing music is now far more complex than just contacting the music directors of your local radio stations.

Any artist can easily rattle off a list of ten song service web sites. Submission sites on this list share the action of sending music to a variety of people. Hopefully the recipients of these songs will listen. Most do not.

Established in 2003, RRadio Music is a web site for radio programmers that’s built on trust. Listed artist are qualified; not every submission is granted a listing. Radio station programmers have faith in Audio Graphics to use only the best music in its “Intro to Indie Artists” programs. I pick the music fully aware that programmers, subscribing to these programs, won’t put up with lousy songs. (Sample programs here.)

That your music must be presented in a professional setting is probably the least understood aspect of music distribution. A while ago I received this through Linkedin. It is verbatim. Spacing, typos and grammatical errors are intact (name/company deleted):

Name/ Company Name I manage several artists out of ****** [location]. Looking to take My Artists to the next level. Check it out/ raw talent
If You have Any Questions Contract me at *********@gmail.com
*******.com/********
Lets network 

The above is exactly how this contact came in, and reason enough for me to ignore it.

Here’s a frightening fact from my toolbox: 98% of artists/managers contacting me use exactly the same care in crafting the message.

As an indie artist you are looking for an immediate connection between “quality” and “your name.” Stumble here and you set a negative image. Grammatical and punctuation mistakes are akin to writing a resume in pencil, if dealing with a reputable company.

As a “new artist” there are many different approaches to choose from, and so little time to explore what’s best. Take that same concept and sit in a radio programmer’s chair to see how dramatically music consumption by these industry insiders has changed (and for a better view on what confronts indie artists seeking exposure).

We can drone on about this topic but instead I’ll end with two short opinions: 1) RRadio Music is designed to save artists and programmers time. 245 radio stations have requested 2,285 RRadio Music artists’ songs. 2) An independent artist’s music is usually interpreted by the artist as being a knock-your-socks-off song. At the same time, until that song’s established, nobody knows if others feel the same way.

You have songs; internet radio stations and music services have need for “new” but little time to seek it out. I try to be the solution for both groups’ problems at RRadio Music - where it’s all good music that deserves to be heard.

Comments

[Musician Working]

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