The following represents notes taken during the RADIO PLAY: DOES IT STILL MATTER? panel at Indie Week 2015.

PANELISTS: Ryan Lalonde (The Wolf), Bob Willette (Virgin Radio), Dough Elliot (The Rock), Joe Chisholm (IndieCan). Moderated by Andrea Morris (AM to FM Promotions)

Predictions and Observations
*City listening is different than country. know your demographic appeal.
*Terrestrial radio will return to a more local approach.
…Radio currently is like a strip mall. Everywhere you go there are the same shops (stations) selling the same products.
…In the past there was more support for hometown artists.
…Homogenization most noticeable in US market where one programer can program for 70 national stations due to a convergence of ownership.
*Commercial radio has limited playlists. A lot of the same music over and over. They spin the same song 90-100 times per week.
-Rock stations can play a song as much as once every 2 hours.Usually rock stations only add 4-5 new songs, the remainder are “oldies / pre 80s).
…rock appeals to older generation. it will have to adapt to expand its audience
-Conversely, country stations have a bigger playlist and tend to be more supportive of emerging acts
…Artists have seen these and migrated towards country (including Steven Tyler)
-Stations want to ensure people tune in and stay tuned in. They want people to enjoy and know a song to sing along to it. They also know that it takes 8-10 times of hearing a song for that to happen.
-More about reach and frequency than depth
*However, there are shows and programs that support local and emerging acts / acts that haven’t charted
-e.g. Generation Next, Rising Star [Bell], Breakthrough Stars …though often the nominations for these programs comes from music directors and radio trackers
-Stations are required by CRTC to play a certain amount of MPL content
-Typically these programs exist more for Hot AC format
*Radio isn’t the gate keeper it once used to be
-though most artists would agree that the taste makers (DJS, podcast hosts) do matter. Even if you aren’t on rotation, their blogs and tweets can help with exposure.
-Moreover, spins on the radio matter in terms of revenue (SOCAN)

PPM – metrics of how and what people listen to
*When trying to break into radio try to tap into unrated markets first. Smaller markets like Red Deer, or Proud FM
*Use Tunein Radio App to find potential stations, Research them and make sure your music fits their format
-Look for local shows on bigger stations.
-Use smaller markets to build/solidify your fanbase
-target stations around where your shows are. Ask to come in with pizza or snacks and perform acoustically for staff.
-when emailing stations or podcasts be very specific. For instance, I loved episode 42 where you interviewed band X. We share a similira sound.
*Get your music distributed via DMDS or Promojukebox
…NOTE PromoJukebox also distributes press releases

Word of the Day: Brandrupt – failing to have an established or identifiable brand.