Video Thrilled the Radio Star
I interrupted my 'How to Get on the Radio' series by putting in my 2 cents about The Voice last blog...but that actually segues quite nicely back to this topic today.
The best way to get on the radio is to get on the telly. I've been told this directly by people in the industry - 'Go forth and get thyself on a soapie!' Certainly worked in Oz for the two Natalies, Kylie, Jason and even cooler indies like Clare Bowditch are currently giving the box a try. And why not, the exposure is fab - you're all colour and movement in thousands of living rooms simultaneously? My problem with using the telly as a promo vehicle for the radio is that TV is even harder to get on to than the radio! It reminds me of 'There's a hole in my bucket Dear Liza Dear Liza'. Poor Liza can't get any water in her bucket because of said hole but the only way she can fix it is by using water - from said bucket...
Of course now we've got multiple audio visual mediums to aim for. YouTube and its cohorts should never be overlooked as promo vehicles - make your own music video, do a tour v-log and film your live shows. Ask fans to make a video to your new song. Don't forget Community TV - TVS in Sydney is great and is always looking for good content.
Metropolitan Radio has to sit up and take notice once there is enough groundswell from other sources. These sources include metro regional radio stations. If you're touring in their area, organise to drop in - you're newsworthy on the Gold Coast just by touring the Gold Coast. Gold FM might get you on air for a live acoustic version of a song. Of course by this stage you've already sent a press release to the Gold Coast Bulletin (and followed up with a phone call) and maybe they've interviewed you and published a story and photo in their music section about your gig at a local venue.
An old marketing adage states that a consumer needs to see your 'message' seven times before it registers. Music promotion has to be a multi-pronged approach, so use every vehicle at your disposal until the big guns clock you. Once there's a buzz, to really get under the noses of the likes of Nova or 2Day Fm you need to save quite a few pennies and get yourself a radio promoter. Russell Thomas and Stephen Green are the two that seem to have the goods in Australia. They have already built up the networks and relationships that ensure radio programmers take their calls and listen to their recommendations.