I wanted to include this in the book because I think it best
describes the relationships between artists, their audience and
radio. On the surface there should really be no issues because
radio and the artist's intended audience are not mutually
exclusive. Radio needs an audience, artists need radio to reach
their audience (mass broadcast), radio needs artists to produce
more hit songs, it's a giant loop, and everyone needs everyone
so what causes this great disconnect? What causes this need
for artists or radio to decide that one can bypass the other or at
the very least snub the other?
I find it strange that after years of deejaying on Power FM
Zimbabwe I still get WhatsApp messages from artists saying that
they don't need radio because they want to release their video
on YouTube first. YouTube? How in the world does a free to
upload YouTube download interfere with your giant loop? Artist,
Radio, Audience – how does YouTube weigh in in all of this. It's
odd that an artist will deliberately limit radio access to their music
and unfortunately mute themselves on radio. In my opinion, if
your track is hot, there is no point in holding onto it until you finish
your music video – drop the track and let your audience hear and
support your music. The misguided notion that limited access to
your music generates a craving for your music and makes your
song all the more sought after is ludicrous. Trust me – no one
looks for music they don't know. Now I have your attention, if no
one looks for music they don't know then where do all these hits
come from? They come from a massive corporate marketing
machine! These so called worldwide hits are projected and made available on so many platforms that they are near impossible to
ignore. Look closely at the scenario I have just presented – the
music is blasted on thousands of platforms – not just free to
upload YouTube. The music is on TV, radio and online platforms
simultaneously. Endorsement deals are made in advance and
the visuals become part of a deliberate marketing strategy. The
rest of the world is continually expanding its reach making sure
their product (the music) is heard everywhere and yet YOU are
without prompting deliberately limiting access to your music.
An artist even said to me that they wanted their music to be
played on Wednesday. The song was a good song in my opinion
but not a monster hit song, just a good song. So before quizzing
them on why it must only be played on Wednesday, I was already
wondering if I had any intention of even playing it in the first
place. A lame lukewarm production with a predictable chord
progression and the artist demands exclusive placement on the
Wednesday playlist. What this artist was saying was please
come rain come thunder do not consider my music today
because it is not yet Wednesday. Why would any right thinking
artist do that? That's got to be some sort of self-sabotage. "Hey
deejay, here's my music – please make sure you don't play it
today".
The disconnect is real, it's not a fantasy. Artists lock themselves
out with the misconstrued idea that an air of mystery will help
propel their careers forward.