Managers are the business end of the music, as a deejay on
radio I cannot have business relationships with artists, there
should be no quid pro quo, that is clearly a conflict of interest.
Managers should be booking their artists for shows, corporate
gigs in advertising and film – not sending WhatsApp messages
on behalf of artists. "Hi, this is Margret, I am MC So and so's
manager, I have his new song". That's just lame. A whole
manager dedicated to sending your WhatsApp message. Do
better artists and send your own messages. Cultivate your own
genuine relationships and stop allowing these guys to pretend
that sending a WhatsApp message is a big deal.
The biggest misstep by managers is to assume that throwing
money at it will solve almost any issue. DON'T PAY FOR
AIRPLAY! Airplay is free, just follow the guidelines laid out by
the radio station to submit your music and allow your hordes of
fans to generate interest in your music on any platform at their
disposal. Have challenges around your music on platforms like
TikTok and Twitter. Be creative in ways you can raise awareness
about your music, communicating always through your posts on
radio that your music is available – dispense with this coming
soon syndrome. Raising expectations with a coming soon post
only leave the audience underwhelmed when the material is
eventually viewed. Just drop the gauntlet and allow the music to
speak for itself.
How often have you seen a trailer to a movie and thought the
movie would be epic only to be disappointed in the end? I know
I have. I remember watching the trailer for Monster Hunter and Mortal Kombat, I thought based on the "coming soon's" that the
movies would be extraordinary but both pictures were grossly
overrated hinged on loosely bound scripts and flat characters.
Both movies are based on video games which I thoroughly
enjoyed yet these film expeditions were well below expectations.
Coming soon's do nothing to save a bad project. My point here
is don't do it, it's not worth it. If your song is fire, it will become
anthemic regardless of whether you post a trailer first or not.
Drop the gauntlet, let the music go free and get a response as
quick as possible before you invest in making a video.