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Whenever folks get in front of an FCC panel 2 rant about
the state of radio, invariably, someone gets upset about the lack
of independent music on major market radio playlists.
We should be upset about radio consolidation,
sure. But not because of music. We should be upset about radio
consolidation because it robs us of tomorrow’s storytellers.
U only get good at doing radio by DOING radio. With fewer places
2 practice, we’re in for a bland future on the dial. As
for music radio, I stick by what I wrote in “Grow Your Band’s
Audience.” Radio can’t break independent artists.
It simply can’t afford to. And it’s not what it was
built for. Radio is, by it’s technical design, built for
huge audiences. U can’t get a huge audience 2 agree on anything
they haven’t heard dozens of times. So any attempt 2 slide
new stuff onto the radio will only work when it’s sandwiched
among super-familiar stuff.
Only a handful of stations in America actually
have the power the 2 “break” a song. Even then, it’s
not a spontaneous pull from the slush pile. It’s a spark
that starts far out in advance, with a dedicated program director
who’s willing 2 trail an artist to “see where this
goes.” And yet, these stations only exist because of tolerant
owners or direct support from their audiences. Airwaves are free,
but towers aren’t cheap. We raised about $15 million in
funds in the 8 years I was in radio, and held our breath every
year 2 make budget.
Radio is not where Americans are getting
their doses of music. They learn about that from their friends,
their inner circle. Radio REINFORCES decisions that they have
already made. It’s time for the independent music community
2 make peace with that, mourn what was, and move on 2 what works.
www.indiemusicclub.com
www.joetaylorjr.com
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