Radio promotions involve two types of promoters: those who promote new releases for artists and those who work for radio stations to increase visibility and protect local advertising. Successful promoters must be outgoing, organized, and able to anticipate objections. They often have support staff to help with their efforts.
Radio promotions is a field that involves two distinct types of promoters. One option is to promote new releases by artists, working with radio stations to generate interest and exposure to new recordings. Another type of radio promoter works for the station and seeks to protect local business advertising and generally increase the radio station’s visibility within its specific market.
For the radio promoter who works with recording artists, the main function is to show the artist’s latest release. This is usually achieved by contacting the primary and secondary radio stations in each market, ensuring they have a copy of the release and urging them to give the recording a chance to be heard by local audiences. Over time, competent radio promoters build relationships with station managers, DJs, and others involved in deciding which songs to play or not to play.
A radio promoter may work in many different music genres, which means he or she will have to establish an ongoing relationship with radio stations that reach different types of audiences. To that end, the promoter can also work with the radio station to schedule interviews with the performing artist or arrange for the provision of free copies of the new release that can be given away in station-sponsored contests.
Not everyone has the ability to function as this type of radio promoter. Successful promoters tend to be outgoing individuals who find it easy to connect with all personality types. Furthermore, the promoter must be able to anticipate possible objections on the part of the DJs and be able to overcome them, in order to guarantee the on-air display for his client. Finally, the radio promoter must be organized, as the tasks of reaching hundreds of radio stations quickly and efficiently are imperative for the promotion effort to be successful and profitable.
A radio promoter working for a radio station is often given the responsibility of generating revenue via radio advertising. The promoter seeks out and protects business from local businesses and other organizations by demonstrating to each customer how running radio ads on their station will help increase their presence in the community. To be successful in this type of radio promotion, the promoter must have a firm understanding of sales and marketing strategies, understand the nature of the local market, and have the ability to communicate with customers effectively.
Radio promoters of both types often have support staff to help them in their efforts. The sheer effort involved in covering large markets and networking alone is a full-time job. Assistants can often help with keeping paperwork in order, making phone calls to gain input for the radio promoter, and also handling customer questions and concerns on the backend.
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