Whenever people know they are wrong and can’t provide factual evidence to support their viewpoint, they revert to attacking the messenger. This works in politics, sometimes, but not with me. I really don’t care what you call me or what you say about me.
In three months I will celebrate 45 years in SGM and I have no desire or need to substantiate my credentials.
There are serious problems with the Industry I love and I intend to continue dishing out the Truth. Why do I bother? Because every month more “Newbies” are seeing the light – and the “Newbies” are the future of SGM.
AND A LIE IS…A LIE
Consider the following:
A group called me this week and explained how a radio promoter at this year’s NQC approached them. The promoter told them he had “one more spot” on his comp disc of “major artists” and because of NQC he was under the gun to get it out ASAP. He told them that if they wanted to be on it they would have to act immediately. The group agreed to pay this promoter $700.00 to get on the compilation and $700.00/month for the promotion. They wrote a check for $2800.00 for the first 3 months.
When they got back home they were told that their song was going great all over the country. The problem was they couldn’t get a written report and none of the stations in their area of ministry had heard of the song. After much grief with the promoter they were finally able to get a brief report that showed their song being played on some stations far, far from home….hmmm...isn’t that convenient? This group later learned that the compilation disc wasn’t even mailed to stations until the end of October. When they finally received a copy of this disc of “major artists” they found the truth was that there were 9 “Newbies” on the disc and only 2 songs from artists that might be considered “major artists.”
In this case the 9 “Newbies” paid $6300.00 for the comp disc to be manufactured and mailed and $6300.00 a month for the promotion. This scheme deserves it’s own TV infomercial – “How To Get People To Pay You Thousands Of Dollars A Month Just For Making A Few Calls.”
Another artist had his song being promoted by a “label” and was told the same story and the “label” told him things like, “Your song is going great…blah,blah.” When he received his report he called some of the stations that were reported as “Heavy Rotation” and found that they had not even received the song and had not heard it. This artist confronted the label head and I’m told the meeting was not very pleasant. No matter how you dress it up folks, a lie is still a lie. These guys are lying and don’t want to admit it.
Folks these are not some obscure companies located in Tasmania. These are your “Big Boys”, the ones you read about day after day in SG magazines and on SG websites. I can only imagine how many times these stories are repeated when you include the myriad of small time radio promoters all over the country. God only knows how many lies are being told to sincere people whose only desire is to get the truth of the Gospel out there.
WHY DON’T WE TRACK THE TRACKERS?
Let me begin with a little history. Up until the early ‘80s songs were sent to radio on a vinyl disc, usually one song per disc. The Compact Disc first appeared around 1981 and became commercially viable around 1983. Shortly thereafter record labels realized they could send multiple songs to radio using this new format, the Compact Disc, and thus began the era of compilations.
It didn’t take long for the major SGM labels to jump on this bandwagon and begin sending compilations. This was a good thing…for a while, but as with many good things there always seems to be a few folks that figure out how to screw it up.
Before long promotion companies began springing up all over the place. These folks figured out that they could get artists to pay for the manufacturing of the CDs and also pay them to “Promote” it. 20 years or so later, this has evolved to an industry within an industry, which has become the racket we call….TA! DA!...RADIO PROMOTION.
Here’s how this scam works:
The artist pays the promoter for the privilege of appearing on the compilation disc, anywhere from $400.00 - $700.00.
Then the artist pays the promoter a monthly fee of $400.00 - $700.00 to “promote” the song.
The promoter agrees to send the CD to radio stations and “promote” the song “nationally.”
The promoter also agrees to provide reports to the artist.
But…here’s the rub:
First of all it’s not radio “promotion”, it’s radio “TRACKING”, calling the DJs and finding out if the last 10 songs they sent out are being played, and if so, whether they are in light, medium, or heavy rotation. All you need to be a radio “tracker” is a phone. The artist has no way of verifying the accuracy of the reports, and since the pattern seems to be that the songs are getting “heavy” play on stations thousands of miles away, on stations the artists have no hope of hearing, the artist has to believe what the radio tracker is saying.
Finally, artists like the ones I mentioned are beginning to track the trackers and are seeing for themselves that Uncle Nick has been telling you the Gospel Music Truth.
AND PROMOTE THE PROMOTERS
I LOVE REAL RADIO PROMOTION. IT’S THE HEARTBEAT OF OUR MUSIC. Let’s thank those people who are truly PROMOTING Southern Gospel Music. A radio tracker only needs a phone – a real radio promoter needs a passion for the music and the artist. It requires a commitment. It requires a full time focus on the song being promoted.
HERE’S SOME TRUTH:
Real radio “Promotion” is about getting programmers and DJs excited about songs by offering promotions and contests, by getting the artists to come by the station by coordinating tour schedules. It includes providing the stations with “Radio One Sheets” that list marketing and promotional plans, artist Bio information, and other information that creates excitement about the song.
A true radio promoter knows it is impossible to do these things when you are sending 6 or 8 comp discs a year with 10-12 songs on them. A radio promoter promotes the song, the artist, and the industry. A radio tracker just makes phone calls.
If we intend to continue sending songs to radio, let’s do it for the right reason…to get our music heard.
When people hear your music 3 things should happen:
Author: Nick Bruno
| Author's Website: http://www.nickbruno.com/
Written: 12/01/2007
| 
Category: The Gospel Truth
Comments: 19
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As always Nick - BRAVO! I always look forward to reading your articles!
Great article Nick! I am amazed at the people who waste money in this industry on radio. I have so many friends that spend the kind of money Nick is talking about and it does them no good.
Wow, Nick, I think this is one of the best you've written to date. Please "newbies" be very careful and think about things before you spend a lot of hard earned money. I nearly got caught up in one of these scams myself. Keep it up Nick, keep it up!
Great article! Worthy read if you care about your ministry, esp. the business side. Like it or not, the business and the ministry go hand in hand and both must be watched over.
Ransomed
Go therefore, and teach all nations,...
Once again, EXCELLENTLY written, TRUTHFUL article. Your love for artists and for SGM is shining through. You could be singledhandedly saving the industry with your fearless words. Might we call you "Saint NicK'.. just for this month.. it seems appropriate.
I was contacted recently by one of these groups and the money they are asking is not as expensive as some of what you mentioned so possibly they are logit. Interestingly though, the charts were still mentioned although this particular company emphasized promoting in the Arkansas, Texas, Oklahoma, and Louisian area. We do not have the need for promotion in Podunk Holler, SC.
Good article Nick. It's amazing how many times I get postcards or telephone calls from artists thanking me for playing their music WHEN I'M NOT. They are usually groups that I've never heard of on obscure comp discs that I've never listened to.
BINGO Tim...the truth shall set you free! Your comment now begs the question, what is the purpose of radio stations playing the song? From your comments I would propose that it is simply for distibution purposes and NOT from what ministry value the song may have.
Amen, Lee.. Amen.
Another comp scam to watch out for....There are comps that put one or two big name artists on a CD with a song that is close to being a #1. The rest of the disc is filled with groups that wanted to be on the same CD with Mr. Big Name. The pitch is that radio will see the big name group and you will be "guilty of quality by association" and get airplay.
Excellent Nick!
Thanks, Nick. I agree with you and the commenters so far on this one.... where's the controversy?????
Nick, I really appreciate your honesty. I learned a great deal from our phone conversation and we are already putting your suggestions in place. Thanks so much for all you have done.
God loves all kinds of music if it glorifies Jesus Christ, but He taps His feet to Southern Gospel!
Reverend Tim Hill, Church of God Cleveland Assistant General Overseer
Gospel Sounds Ministries
Nick,
NICK BRUNO! Yay! Yay! Yay!
Kudos to you, Mr. Bruno!! Please continue to say and write the truth.
First of all, thank you Nick for attending Hamill's memorial service. It was great seeing you there. Secondly, thank you for your articles and thank you for standing up for the "newbies". Your advise is right on target...
First of all, thank you Nick for attending Hamill's memorial service. It was good seeing you there. Secondly, thank you for standing up for the "newbies". Your advise if right on target. Continue telling it like it is.
Sounds like too much business and not enough ministry. Lee's comment hit the nail on the head.
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