Looking for a Music Promoter? Make Sure You Get the Right One…
Music is a lifelong passion for many people. We pour our hearts and souls into it, and we want to share it with the world. But many times, musicians are not the best business people. We’re passionate about our music but may not have the skills or knowledge to promote it effectively.
This is where things can get tricky. We may trust people to help us who can’t always be trusted and we may try to save money, since it’s coming out of our pockets, by doing things ourselves, but you get what you pay for in these situations.
Self-promotion of your music online portals can be an extremely tedious task. It takes time, effort, and a lot of know-how. And even if you do everything right, there’s no guarantee that your music will be heard by the people who can take it to the next level. For some sales is the key so that’s irrelevant but for others a career is the key.
Music really is, and has always been, a business, except today, the opportunities are much greater to manage some or all of your own career and the more hands on deck the more that gets done, but since we all only have two hands, we have to make our best effort to assemble a team to help us win and expedite the process.
Most Legitimate Record Promoters are Over 45
TIP: I have met VERY few legitimate and effective record promoters for radio who are younger than 45 that’s because most PDs are also over 45 and most of the record label heads are also over 45 and they all know each other very well.
Radio is still relevant for musicians, but getting airplay is a complicated process. Labels still need to find a way to get their artists’ music on the radio, and that’s where music promotion comes in.
I’ve heard from the handful of legitimate music industry promoters about people who have hired the wrong “promoters,” gotten ripped off, and then come to them with a limited budget and an attitude because they were burned then expect them to make up for what the other person did or didn’t do. This is almost always because the artist was trying to save money. This is a common problem, and it can be avoided by doing your research and hiring a reputable music promoter.
But even if you do your research, getting scammed is still possible. Many fake promoters promise you the world, but they can’t deliver because they lack the relationships and connections with the decision-makers. The music industry is all about relationships.
In addition, in today’s industry, the old rules no longer apply, you don’t have to be young, thin, good-looking, straight, classy or even talented to move product, perform and succeed. Just keep in mind, it’s the smart marketers that consistantly win and everyone and anyone can have a fanbase.
If you’re a musician considering hiring a music promoter ask around and get recommendations from other musicians and radio programmers (PDs). Programmers are your BEST source and most of them can be found on Facebook and the more progressive ones can be found on Instagram.
10 Things to Watch Out for When Dealing with Music Promoters
They tell you your record is the greatest song they’ve ever heard: This is a classic sign of a suspicious promoter. The industry is rarely about hype. It is likely this person is trying to make you believe in them so that you’ll hire them, even if your music isn’t that good.
They tell you how easy it’s going to be to get results. Nothing is easy in the music industry, and promoting a record is no exception. If a promoter tells you that it will be a walk in the park, they’re not being honest. Trying to get multiple stations to track and rank a song simultaneously is a lot of work and involvement. Just know that there are a lot of peaks and valleys and be prepared for a ride.
They are not willing to put a plan on paper or in effect. A good promoter will have a clear action plan for promoting your song. If they’re unwilling to write and/or plan, it’s a sign that they don’t know what they’re doing.
Double check stats: There is no room for a promoter to embellish and exaggerate sales, digital traction, chart positions, spins (airplay) and other pertinent data. It would behoove you to be on top of this process to pull up your own numbers to compare. A good promoter will be honest with you about the results they’re achieving.
Their references don’t add up. If the only people willing to recommend a promoter are the promoter’s friends and family, who don’t work in the music industry, that’s a red flag. It’s a business, not a discount mobile phone service.
Additional Tips for Avoiding Fake Promoters:
AI is a very valuable resource. Check their refererces on Google Bard by typing in the command “Have there been any complaints about (their name and/or company)” or type in “Who is (their name and company).
Check online reviews.
Befriend a Program Director of a radio station. Most of them (again) are on Facebook, then ask if he or
