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BDS represents the monitored stations
that, via computer, can detect each time the record is actually played
on the air. Both BDS and R&R (a trade publication) are considered
"top of the line" in market reporting and more times than most
favor major label activity. Most of these station will not respond to
new independent product unless it "has a story." That is why
we need to build a station count in the smaller markets in order to get
these monitored stations to pay attention to what we have going on . If
you are not one of the "chosen few" that have a deal with the
majors, this is one of the only ways to try and make it happen, a way to
have some control of your destiny. Even top labels have had to work
these smaller markets in order to get something going for a new act.
As of late, however, many of the major
labels have started to ignore small market radio. Most of them are
favoring the top 100 markets in the country. The smaller stations have
started to feel a lack of support from the majors and have started to
turn to the independent labels and promotion people for product and
service. Many of our secondary stations have been "cut of" and
don’t get any product or attention from them at all. A lot of them are
furious about this and are starting to pull some major artists off their
playlists. It had gotten so bad that some Music and Program Directors
have had to go down to their local record store and by the CD’s that
they need to play on the air. This had opened up an opportunity to get
other product on the air that they didn’t have to go out and buy.
The #2 most asked question for us is,
"Why get radio airplay when I have no distribution?" It is our
position that building a strong station count first is the way to give
you the ammunition you need to get a good distribution deal. You are
then able to show a major label exactly where you record is being played
by station call letter, city and state. This lets them know what
territories they need to focus on immediately and it puts a sense of
urgency in the mix to getting a deal in place. In the interim, you can
always work out a nominal consignment deal with a number of independent
record stores in just about any particular market place.
Many major labels have people in the
A&R departments that do nothing but check small market playlists
from all over the country to see what is starting to "break."
The bottom line for most of radio is that if the product is good and it
is promoted and serviced properly to the right formats, it will get
played.
Heartland Entertainment
Ph: 323-658-7449 Fax: 323-658-7699
137 N Larchmont #500 - Los Angeles, CA 90004
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