Whenever people know they are wrong and can’t provide factual evidence to support their viewpoint, they revert to attacking the messenger. This works in politics, sometimes, but not with me. I really don’t care what you call me or what you say about me.

In three months I will celebrate 45 years in SGM and I have no desire or need to substantiate my credentials.

There are serious problems with the Industry I love and I intend to continue dishing out the Truth. Why do I bother? Because every month more “Newbies” are seeing the light – and the “Newbies” are the future of SGM.

AND A LIE IS…A LIE

Consider the following:

A group called me this week and explained how a radio promoter at this year’s NQC approached them. The promoter told them he had “one more spot” on his comp disc of “major artists” and because of NQC he was under the gun to get it out ASAP. He told them that if they wanted to be on it they would have to act immediately. The group agreed to pay this promoter $700.00 to get on the compilation and $700.00/month for the promotion. They wrote a check for $2800.00 for the first 3 months.

When they got back home they were told that their song was going great all over the country. The problem was they couldn’t get a written report and none of the stations in their area of ministry had heard of the song. After much grief with the promoter they were finally able to get a brief report that showed their song being played on some stations far, far from home….hmmm...isn’t that convenient? This group later learned that the compilation disc wasn’t even mailed to stations until the end of October. When they finally received a copy of this disc of “major artists” they found the truth was that there were 9 “Newbies” on the disc and only 2 songs from artists that might be considered “major artists.”

In this case the 9 “Newbies” paid $6300.00 for the comp disc to be manufactured and mailed and $6300.00 a month for the promotion. This scheme deserves it’s own TV infomercial – “How To Get People To Pay You Thousands Of Dollars A Month Just For Making A Few Calls.”

Another artist had his song being promoted by a “label” and was told the same story and the “label” told him things like, “Your song is going great…blah,blah.” When he received his report he called some of the stations that were reported as “Heavy Rotation” and found that they had not even received the song and had not heard it. This artist confronted the label head and I’m told the meeting was not very pleasant. No matter how you dress it up folks, a lie is still a lie. These guys are lying and don’t want to admit it.

Folks these are not some obscure companies located in Tasmania. These are your “Big Boys”, the ones you read about day after day in SG magazines and on SG websites. I can only imagine how many times these stories are repeated when you include the myriad of small time radio promoters all over the country. God only knows how many lies are being told to sincere people whose only desire is to get the truth of the Gospel out there.

WHY DON’T WE TRACK THE TRACKERS?

Let me begin with a little history. Up until the early ‘80s songs were sent to radio on a vinyl disc, usually one song per disc. The Compact Disc first appeared around 1981 and became commercially viable around 1983. Shortly thereafter record labels realized they could send multiple songs to radio using this new format, the Compact Disc, and thus began the era of compilations.

It didn’t take long for the major SGM labels to jump on this bandwagon and begin sending compilations. This was a good thing…for a while, but as with many good things there always seems to be a few folks that figure out how to screw it up.

Before long promotion companies began springing up all over the place. These folks figured out that they could get artists to pay for the manufacturing of the CDs and also pay them to “Promote” it. 20 years or so later, this has evolved to an industry within an industry, which has become the racket we call….TA! DA!...RADIO PROMOTION.

Here’s how this scam works:

The artist pays the promoter for the privilege of appearing on the compilation disc, anywhere from $400.00 - $700.00.
Then the artist pays the promoter a monthly fee of $400.00 - $700.00 to “promote” the song.
The promoter agrees to send the CD to radio stations and “promote” the song “nationally.”
The promoter also agrees to provide reports to the artist.

But…here’s the rub:

First of all it’s not radio “promotion”, it’s radio “TRACKING”, calling the DJs and finding out if the last 10 songs they sent out are being played, and if so, whether they are in light, medium, or heavy rotation. All you need to be a radio “tracker” is a phone. The artist has no way of verifying the accuracy of the reports, and since the pattern seems to be that the songs are getting “heavy” play on stations thousands of miles away, on stations the artists have no hope of hearing, the artist has to believe what the radio tracker is saying.

Finally, artists like the ones I mentioned are beginning to track the trackers and are seeing for themselves that Uncle Nick has been telling you the Gospel Music Truth.

AND PROMOTE THE PROMOTERS

I LOVE REAL RADIO PROMOTION. IT’S THE HEARTBEAT OF OUR MUSIC. Let’s thank those people who are truly PROMOTING Southern Gospel Music. A radio tracker only needs a phone – a real radio promoter needs a passion for the music and the artist. It requires a commitment. It requires a full time focus on the song being promoted.

HERE’S SOME TRUTH:

Real radio “Promotion” is about getting programmers and DJs excited about songs by offering promotions and contests, by getting the artists to come by the station by coordinating tour schedules. It includes providing the stations with “Radio One Sheets” that list marketing and promotional plans, artist Bio information, and other information that creates excitement about the song.

A true radio promoter knows it is impossible to do these things when you are sending 6 or 8 comp discs a year with 10-12 songs on them. A radio promoter promotes the song, the artist, and the industry. A radio tracker just makes phone calls.

If we intend to continue sending songs to radio, let’s do it for the right reason…to get our music heard.

When people hear your music 3 things should happen:

1. They will be blessed.


2. They will want to hear you in person.


3. They will want to purchase your song locally.

IF YOU ARE SENDING A SONG TO RADIO THAT DOESN’T MEET ALL 3 CRITERIA…YOU ARE WASTING YOUR MONEY.

YOU DO THE MATH

Our company has artists who are interested in getting their songs to radio. We will send their songs to radio, but only if the song is musically competitive. In addition, we take the time beforehand to be sure the artist understands that we are interested in “SPINS” not chart position. My experience is SGM has taught me that longevity is one of the keys to success. I cannot count the number of artists who had the potential to have a long and solid career in SGM but instead became a flash in the pan because they bought into the flawed concept of “We’ll get your songs on the charts” as a way of building their ministries.

In closing, I remind you that people can twist words but numbers don’t lie. Let me offer the following comparison for you.

As a “Newbie” artist you can elect to do “Radio Tracking”. The cost for one year for 2 songs at an average price of $500.00 to get on the disc, and $500.00/month for the tracking will be $7000.00.
I hate to be the bearer of news, but at the end of the year you could – most likely WILL - be at the same place you are right now. You may have a few days of being able to call your Aunt Mabel and tell her that your song charted #77 on some music chart, but chances are Aunt Mabel will never hear it on her local radio SG radio station.

OR:

You can work 3 dates every weekend in your area of ministry with an average of $400.00/date, not including product sales, and take 1 weekend off every month to spend with your family.
That’s 40 weekends at $1200.00 = $48000.00. I repeat, “Forty Eight Thousand Dollars”. At the end of the year you can have the next year already booked.

I can teach you how to do this. It is not difficult and it is the right way to build your ministry, better than trying to get on the charts.

AAHHHH!!!...THE CHARTS…don’t get me started!

As always, I welcome your comments.

God Bless You,

Nick Bruno
http://www.nickbruno.com

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