Who Are the People In Your Neighborhood: Radio Promoter

Because I have a significant commute Monday through Friday, I have come to think of the CD player in my car as family. That was, until it broke on me a couple of months ago. Then it just became "WORK! YOU BITCH!" Anyway...that was when I started listening to music radio for the first time in a long time, and it got me thinking about how the whole thing works. How do bands get airplay? And that was when I thought of my friend Michael.

Michael has run his own radio promotions shop for years. He and his staff work on getting "signed" and "unsigned" bands (as in recording with or without a record company contract) radio airplay. Covering a wide range of sounds, they represent jazz, jambands, folk, reggae, indie rock, and singer/songwriters.

So, I decided to ask him some questions.

What is the best thing about being a Radio Promoter?
Well, are you surprised to hear it's the music? Michael and his staff spend a good deal of their time listening to new music before it even goes on sale and, apparently, getting into shows for free. Sweet. But how much of the music is actually good?

What is the worst part?
Michael reports the answer is A LOT. The technology involved in making and replicating a decent sounding CD is in the hands of bands now and according to Michael, it means "There is an overwhelming amount of good music out there." This means competition is fierce and bands may have expectations that do not match what might be a reason for celebrating. In other words, if you've got your heart set on charting in the top-ten, you better get ready to be psyched about reaching #11.

Alright, alright, people accusing you of ripping them off if they don't hit it big their first time (or ninth time) out...a drag for sure, but -- it ain't diggin a ditch. Right?

What would most folks not know about the job?
Apparently its like digging a ditch. Michael reports that there is a lot of work involved because of that fierce competition. And what adds injury to insult is that Michael says he is battling the misconception that Promoters are all guys in leisure suits, nursing cocktails, calling people "Baby" and saying things like, "Solid." If that was what it was like in the 70s, then it is Michael's turn to feel ripped off, exclaiming, "Holy Crap! I missed my era!"
On the contrary, the work requires relentless, repetitive phone and computer work that starts back at the bottom of the climb every time they start with a new CD.

Anything funny ever happen?
On the bright side, the answer is, "Constantly." Michael reports that there are a lot of characters out there. For instance, the Music Director who refuses to talk to you unless you refer to him by his DJ name, Commander Nasal Jelly. And apparently there is so much raw humor to be gleaned from the unsolicited pile of music and photos folks send in that Michael's staff displays their favorites on something they call "the Wall of Shame." The most favorite of the favorites is an artist named Jayce Steel who appears in a slick-looking photo with country/western looking S&M gear covering his enormous frame. Despite Jayce's size, Michael describes his voice as "thin," "high-pitched" and "girlish." The singers attempts to "belt out horrible songs with a vengeance," are only trumped by the photo in which it seems as if he means to play the guitar he is holding, and yet is wearing black leather studded gloves making it impossible. Jayce has been the King of the Wall of Shame for five years running. All hail the King.