What's an indpendent promoter?

May 2, 2007 10:41 AM

How to become an independent radio promoter or an "indie"?

I was wondering if this could be a good part time job. I know that they 're a link between major labels and radio stations but not sure how much they get paid or how people get into that business.

Stuff I've googled emphasizes how they're ruining the business but I'm curious about this line of work.

posted by Freecola to media & arts (3 comments total)

how they're ruining the business

you win some, you lose some.

major labels and radio stations

you're referring to a relationship that has rapidly deteriorated over the past few years, what with the payola scandals and the fact that traditional "record sales" is no longer the meat and potatoes, bread-winning side of the music industry. and at the end of the day, the radio format is facing more and more stiff competition every day.

some of the "bad" stuff you find in google probably originates from the fact that "independent" radio promoters act as work-arounds to the fact that certain laws were passed to make it illegal to pay radio stations for more spins.

all i can say is that there is no formula, and the best "al-around" promoters i've met are usually the most hard-working. you're best bet to get started as an independent promoter is to do just that - go out there and promote yourself independently. get to know the venues, the people that have shows on the radio stations, the bands, the listeners, and then try to create a niche for yourself. something youre good at.

in my short time here in la, one guy i've seen grow his "brand" a lot in this manner is sean healey.
posted by phaedon at 11:11 AM on May 2, 2007

You have to be well-connected in both recording publishing and broadcast media. Consider that to be Step 1.
posted by rhizome at 11:40 AM on May 2, 2007

I actually work in-house radio promotions for a small label, but sometimes we'll hire out an indie for one of our releases. Different indies have different strengths -- one promoter may target college radio, while another might do well with specialty formats like folk, blues and roots.

To start out, try to figure out what exactly you want to promote -- I guess, make a niche for yrself as Phaedon said. If you're into hip-hop, get to know the regional hip-hop DJs and their shows, and get to know the labels ...

And it's not just for major labels -- indie labels use radio promotion to find audiences at college and NonComm stations, too (just cos it's nearly impossible to get play on commercial stations). You might find your earliest success working with an independent artist. In fact, I nearly guarantee it.

Oh, and to be really good at it, it's more than just a part-time job. Good luck!
posted by pfafflin at 11:44 AM on May 2, 2007