Call Me Unique: Better make time... to grab that chance.

The big break? How and why? Let me count the ways...

At MoFo a few years back; she's on the big stage at MoJazz this year

Let's say you're a struggling artist. You cover a lot of music areas. You have a following of sorts. Being good and distinctive (they don't always go hand in hand), putting yourself out there, gives you a chance of building a small local following. But just to get to there means effort, sweat and often a bit of heartbreak.

But how do you push on from there? How do you get to that point where the buzz is big enough to bring the big media operators sniffing around?

Mostly, the web muddies the waters while appearing to offer clarity. But sometimes you catch a break.

So you wanna be a radio star? Then listen now to what I say...**

Neil Spragg, a veteran musician and DJ/mixer, wrote to me the other week. Working as Sir Real (careful, there are several) he's presented 'The Mouth Of God' on Music World Radio for ten straight years now: an absolute internet radio veteran. Neil wondered it there was a way to move over to to mainstream radio. Did I have any ideas on how to go about it? 

Tricky. But, yes, I did. 

It's not unreasonable to want to take your radio and music chops on to bigger and better platforms, after doing it for a while. I applaud this. What make Neil's proposition interesting is the diversity of his activities - a veteran musician with a vast range of experience, a DJ (twenty years at House of God in Birmingham), sound for gaming and installations, a guy who thinks and experiments. Neil's just collaborated on sound for a couple of huge interactive A/V installations in Lima. One is an LED panel 20 stories high installed on a skyscraper in the business district. It's controlled by the public from a huge motion sensitive panel in the foyer at street level. 

So - this is a man with stories to tell. What makes it tricky is just how far radio has moved away from offering new slots to people who have stories to tell.  

Here's Neil:

Hi Robin, hope you're good. Just wondering if I could pick your brains a bit...I'm thinking of trying to get a DJ slot on *actual* radio lol, figure I have enough experience (and a decent enough collection) to make a reasonable pitch. Do you have any tips / insider info / words of warning etc? I assume the situation is much the same as in most other areas of the music industry (ie there is a snowball's chance in hell of getting work), but interested to hear your perspective...
Cheers, Neil.

And here's me:

Hi Neil. 
The problem, as always, is not what you've got, which is a lot, but what the buyer thinks he needs. What does radio 'need' these days? And can you make them need you? Get them to kill for you, and you're home and dry. 

Breaking it down at national level, and assuming you don't have Radio 1's teenies in mind, Radio 2 and 6 tend to hire big names in preference over experienced veterans. For example, Alex Lester, a totally solid and very listenable broadcaster, seems fated to stay on R2 overnights; he's been there since I produced his show twenty years ago. So I think we can write off the 'start at the bottom' scenario here. 

To be scrupulously fair to beeb parachutees, some of them are fabulous broadcasters, like Tom Robinson and Cerys Matthews. Others have claimed their niche by doing it for long enough, like Craig Charles. Much as he loves his genre, and is now associated with it (he was back at Mostly Funk, Soul and Jazz this year), it didn't hurt that he was a name after working on Red Dwarf and Coronation Street. 

It's not a complete brick wall for new talent. I was absolutely delighted to see Radio 2 hand a one-off cover slot to the Derby-based (commercial radio) Gem 106 breakfast team after they scooped the Music Radio Personality prize of the Year at this year’s Radio Academy Awards. Only a gesture, but a gracious one, and lovely to see. 

So what's there for you in the commercial sector? Would they use you? Mostly, not. Mainstream outfits want young, sprightly, preferably good looking, articulate and, especially, biddable. You play what they want, not what you want: the call is definitely not for deep music knowledge of any type. 

Off in the more specialised areas, there are possibilities at the likes of Absolute, Kerrang, Planet Rock and XFM, but you'd have to mount a pretty cool campaign to convince them to snap you up. I can't back this up, but I've heard the money is pretty rubbish. 

Beyond these areas, there are more possibilities, but the financial pickings get progressively thinner. Amazing Radio plays new music pretty much exclusively. If you can make a case for the areas you want to cover – if there is enough new activity for you to showcase – it's worth giving them a call. They are a tiny national DAB only service operating out of Gateshead. Send them your music, by the way. 

BBC Local Radio? Sorry. Since they networked evening programmes, there is very little room for specialist shows. And the emphasis is solidly on local news topics. But cultivate your local BBC Introducing team. There are excellent people working in this area, and I would love to see this cohort of committed talent go on to greater things. 

Community radio and Internet radio? You're doing this already. But I do think that, just maybe, there is one possibility you could explore: syndication, with a marketing strategy. The odds are slim because the community and internet sector is so disparate, and standards vary wildly. Most internet operations are tiny, with minuscule audiences; some are vanity operations; few know much about marketing. And I'm not sure about the legislative climate. But here goes - syndication and programme-sharing works fine at all levels in the US.

1.  Think who your show appeals to. Do some research. Get facts and figures. 
2.  Find a sponsor who might want to hit the market you serve.
3.  Work out a sponsorship deal where support increases with exposure.
4.  Offer support funding that comes with the show to the stations.
5.  Build, but, of course, don't compromise content. 

Armed with financial support - and that's a very big if - you have a decent chance to get syndication going, as the show would come with funding which all these stations desperately need. Yes, you are buying time, but there are precedents for this, some of them honourable. 

If you can make it work, it builds you as a product. It spreads your reputation. You can legitimately claim a growing audience. And, after a lot of hustle which might yield exactly nothing, bingo! You might just have something which, all of a sudden, stations might want. It means you've got to be producer, presenter, salesman, PR and marketing man.... just like all the musos I talk to. It's a lot of work. And, as in so many areas, you have to wonder if the effort you make to float the project will eventually overshadow the creative effort. 

Hope that helps. I don't think it does, really.

Robin

Now, it's over to you. This little idea may be anathema to people at online and community radio. Call it manipulative, or call it pragmatic; the radio story of the past six years or so has been relentless consolidation. So why stop at BBC and Commercial local radio? As with many of the superb musicians I follow on my patch, there seems little point, ultimately, in being brilliantly creative, for pennies or less, to an audience of dozens. Unless it's for the thrill of music making, which, of course, is priceless. Maybe my deeply manipulative stratagem might work. But it is a risky, risky path to take. Anyone else got any ideas?

Links
Here's Neil's bandcamp page. Check it out - it's difficult to pull out a 'typical' sample.
Here's info on Omnia Opera - 20 years of space rock, and Neil's latest 7 Shades project.

** Thanks to the Byrds' deeply cynical and brilliant original for today's post title

See more broadcasting posts on Radio To Go

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Six acts that latecomers missed at Moseley Folk

It wasn't just about the headliners over a sunny weekend of music and more. 

I love the days at Moseley Folk Festival. There’s not the same focus as night-times. Instead, there’s a delicious open fluid vibe. People meet and collaborate; alliances and friendships are formed. Careers are launched. New talent is generously received by warm audiences; hardened established acts stop to check out the host of new local faces the festival showcases. 

I spent my time buzzing from stage to tent to stage, snapping, gassing, interviewing and recording; some of this is after the jump. The shots are mine except where credited. All but one of the recordings were taken live in the audience: warts, kids and crowd noise and all, and my deepest thanks go to the artists, and Moseley Folk Festival, for letting me post them. 

Getting your music on the air - get the basics right and then work up.

UPDATED as of August 2013: Kris Halpin, who kicked off this whole post, has now scored  favourable reactions from Tom Robinson at 6music

It's never easy to get your new stuff on the radio, but you can do a lot to help your chances.

Plenty of barriers to get round, past, through, or over

I got an email from a muso pal, Kris Halpin....  “I’ve got a new direction. I think it’s commercial – certainly it’s my best chance for success to date. And it’s picked up a bit of local airplay. You’re a radio guy – what do I do next?”   Kris's new direction - and it is indeed well-crafted and commercial - can be found later in this post. 

So what do I tell Kris? Does radio work for musos in 2013? It’s not what it was. I hear that with a few exceptions, big radio is over as a tool to sell records. We don’t need radio to get new music; its importance has declined. 

But I think that the right local music programmed the right way can serve local radio very nicely as part of the mix. So maybe that's where to start. But to do this, to use radio, you have to do the legwork: all of it, consistently, all the time, everywhere. 

I talked to a lot of people about this; here’s a distillation. A basic and incomplete recipe for 2013 progress. It may be what you need; it may be entirely wrong. There's some great tips here – like Toy Hearts’ detailed social media strategy tips, quoted verbatim because they are so good. All after the jump. 

Airplay: a howl of frustration

Busting past the music gatekeepers to get radio exposure. How is it? How should it be? Tips, tricks and opinions

Name's not down, yer not coming in  

Two weeks back, hazily happy after a great day, I joined a brilliant Facebook rant/thread led by a long-standing muso pal, Neil Spragg. At the heart of it was this question: How the hell do you get people at radio to listen to your stuff? 

Lots of people pitched in with comments, sympathies and tactics, both ethical and imaginative... and downright creepy. In fact I have deliberately not included the creepiest one of all in this post. Me? I weighed in as someone who was regularly on the receiving end of demos, pitches, and hustles, back in the day. 

Read this and you'll also see it suggested that musicians might not even wish to try that hard at radio anymore. I still believe that radio has a huge part to play in supporting new and local music, so I found that hard to take; but, equally, I concede it's hard to argue against that view in the present radio climate. 

It was (and is) a great chat thread. It's the kind of thing social media does well. So, with my sincere thanks to everyone who joined in, here's a condensed version, sorted roughly by topic, after the jump.