From Michael Stone

Getting radio airplay for Independent-Unsigned artists is almost impossible.

There are a handful of stations that will play "some" Indie music, but to many of them, Indie means the unknown artist signed to a major label. Besides most of that airplay is next to meaningless, relatively speaking.

What difference does it make if you're being played on the radio if no one hears it?

The sound of one hand clapping or a tree falling in the forest. You get my drift.

So, I your humble scribe and long time radio personality on successful commercial stations, and also a struggling Indie artist like your self have bee thinking.

Whoa; stop the cart, let me off. A thinking radio guy?

Now I've seen ads for Airspun and the like. They offer ad buys on stations. Some of these services imply (but don't promise) that you'll get airplay on the stations purchased.

The likelihood of that actually happening is slim to none. Especially at successful commercial radio stations.

You know; the one's with the "listeners", and people with money in their pockets.

Here's the idea.

What if there were a COOP, a consortium of Indie artists, who banded together, pooled their resources and advertised together on mass appeal radio stations?

* Would they sell their music?
* Could they sell their music?
* Would they want to sell their music?

I think the answer to each of the questions is a resounding YES!

I am toying with the idea to try as a pilot program here in the USA. 3 artists per :60 second commercial. Each with 1-2 songs featured along with web address on where to buy. here's some key goals:

* VERY WELL produced spots.
* Ad time on stations that matter, in dayparts with listeners

Rates on radio vary wildly, depending on market size, station ratings and available inventory. Try to buy Thanksgiving week, expect to pay a premium. Buy spots the week after New Years you can get a premium rate and saturate the airwaves.

Basic understanding of radio stations and how advertising works on those stations is essential. This is where I'm confident and excited about my own personal project and the ads I plan on buying on my own radio station.

I have one advantage that many don't have. I do a personality radio show and have a following. Hopefully, that will be to my benefit. Maybe not. "Oh here's that radio guy who thinks he can sing". I may arouse the cynic in listeners.

This is where I hope that I have the product that will draw an audience.

That being said it is important to market on the right format stations.

Again, this is what I do for a living. So I'm looking for ideas and potential like minded Indies who might have an interest in this grass roots approach to marketing to a mass appeal audience.

I'm also exploring and looking for the nuts and bolts fiscal realities that would make this a transparent and mutually beneficial project for all involved.

I hope this has spurred some ideas and perhaps some interest in how to pull off such a concept on a pilot basis first and then to perhaps grow it into something that Independent Artists know best and practice everyday.

Self sufficiency.

Post your comments, message or email me.

You never know it could be the beginning of a great relationship and journey!

Carpe Diem!

Michael Stone
Radio Personality
Singer-Songwriter
----Observer----