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Radio Airplay 101:
Music, CD and Case Requirements
by Bryan Farrish - February 2001
Back to Radio Promotion 101
Radio has the most stringent requirements for the songs that you send them, the CDs you put them on, and the cases
you put them in. Let's go over them...
Music Specifics
Albums or singles? The answer is relatively simple: If you are
sending to college radio, send an album or EP. If you are sending to commercial radio specialty shows, you can
send an album, EP or single.
If you are sending to commercial radio, and you are attempting to get regular rotation (which is what most of you
think of when you think of radio airplay,) you should send what the format of the station requires. If the format
is AAA or Americana, send an album. For any other format, send a single. And double check with your promoter first.
As for the number of tracks on an album, try to keep it below twelve. And make the first track begin with some
energy...don't begin with a song that has a long, slow, building start (you can do that later on when you are promoting
an accepted talent.) For a station that got 20 or 30 albums for review *that day*, an album (from an unknown artist)
that starts slow is going to have a tough time being reviewed.
For singles, generally you should have four versions on the CD: The radio edit (clean lyrics), a full length (i.e.,
"album version"), an a capella version, and an instrumental version. The radio edit should be no longer
than 3.5 minutes long. The a cappella and instrumental versions are sometimes uses in station commercials, liners,
and ID's. Others versions which may be useful are mix/dance versions and vinyl (genre permitting).
Specifics About The CD
First off, it should be made a point that you *never* send more
than one album to a station. It's difficult enough getting one release from a new artist reviewed. You are only
insulting the station by sending more than one album (i.e., by sending a current album an a previous album too.)
CD recordables (or "burned" CDs) are the type that are blue-ish or greenish in color. They are printed
on computers, and they are the type you get when you order small quantities like 10 or 100, or if you order from
MP3.com. CDRs can be sent to college stations only. CDRs are too unreliable (and are an insult) to commercial stations.
Manufactured CDs are the mandatory type for commercial stations. These are the types of CDs that have a minimum
run of 300 or 500, and are silver in color. They are reliable, and show that you have a serious project that you
are not going to skimp on.
On the CD graphics, be sure to state artist, title, label, song lengths, the versions, contact info, and (if it
is a single) that the song is "from the album", with a picture of the album if available.
For commercial radio, do not use any CD oddities like mini's, special shapes, odd colors, built-in videos or anything
else that is wildly different. Commercial stations only view these as "tricks" by new artists who want
attention. Leave that stuff for established artists. For college radio, however, anything goes for any artist.
Case Types
There is a simple answer to this...use standard (not slim line) plastic jewel boxes ONLY. Period! It is the worst
peeve of stations when slim cardboard or vinyl cases are used...they don't fit the CD racks properly, and will
just get thrown away. Cardboard and vinyl sleeves literally "slip through the cracks."
As for the wording on the case, make sure the artist, title(s), label, release number, song lengths, and version
descriptions are all on the *outside* of the case (they can be inside, too). And very important is to have a bar
code (or a space for one) on the back of the case, in the corner, so that you can poke a hole through the plastic
and barcode without harming the CD (you do this by using a soldering iron or drill). Note: If the CD are being
sent ONLY to radio (and will not to be sold at retail,) then a barcode is not needed.
Finally, when mailing the CDS, use first-class postage. Third-class postage will cause great delays, and can jeopardize
the project's timing.
Next issue, we will get into the specific individual formats of commercial radio.
Bryan Farrish
is an independent radio airplay promoter. He can be reached at 818-905-8038 or airplay@radio-media.com |
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