A little courtesy goes a long way. Many times the way we
communicate can set the tone for any conversation. Artists must
communicate in ways that are professional – remember that no
radio station or deejay owes you airplay. On many occasions
being on the playlist has nothing to do with being forceful and in
some cases harassing deejays with unwarranted phone calls
and unwelcome chain messages.
On many occasions I have received aggressive messages from
artists with the sole intention of getting airplay. Reading from the
emotion it's clear that these artists feel aggrieved and short
changed but how does one respond to messages like
"MaDeejays makutijairira, why are you not playing my music?"
Aggressive messages will automatically put the recipient of said
message on the defensive. It is better to talk in a courteous and
professional way so that you do not inadvertently generate
personality clashes between you, the artist, and the deejay.
Engage but do not confront. Enquire, ask questions and build
professional relationships with stakeholders so that your brand
can have the best chances of success.
Lately I have been amused by the number of artists who send
me messages giving reference to the apparent success of their
music on rival radio stations. "Deejay did you know that my song
is now number 5 on Radio Station X, I thought maybe you can
also play it on your station". It's foolhardy to think that a reference
to playlisting on Radio Station X will accelerate your ascent on
Radio Station Y. Nobody cares about the inroads that you have
made elsewhere, stop making yourself the brand that belongs or is supported by that ONE radio station. Artists must not be
fanatically loyal to any radio station, don't be so enamoured by a
deejay or radio show that you start making reference to them in
your music or in your communication with other broadcasters.
Treat all stakeholders with the same level of courtesy. Don't aim
to be so and so's favourite artist, aim instead to have widespread
influence and airplay on every radio station available to your
intended audience.
The way we interact with each other can sometimes lead to self-
isolation. Even the lyrics in our music can have dire
consequences when it comes to playlisting on any radio stations.
The rule of thumb is to stay clear of divisive narratives and avoid
any form of hate speech in your music. Keep the language clean
and respectful – remember that you are an entertainer and your
music is supposed to entertain and not aggrieve or distress the
listener.