Eenie, Meenie, Miney, Mo...
Eenie, Meenie, Miney, Mo...
by Kenny Love
Recently, I was in a public park enjoying a sunny afternoon,
while intently contemplating this month's subject matter.
As is so often with heavy concentration and indecisiveness,
I began, unknowingly, mumbling to myself. I was not aware
that I was exercising my options verbally until I noticed
several concerned onlookers. Needless to say, I decided
this decision would be best made in privacy as people are so
quickly to attribute such solo musings to alcohol (or worse).
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Subsequently, I decided that the most appropriate subject
matter for independent labels and recording artists was one
addressing steps for successfully promoting their recordings,
while eliminating financial waste. What finally brought me to
this idea was that I recently began a national promotion and
publicity firm for independents.
Much of the product that we receive arrives daily at our office
as a last ditch desperate attempt to salvage finances already
wasted. By that, I mean many artists, in the interest of
saving themselves money through not utilizing the services of
a professional promotion service, play the game of "Eenie,
Meenie, Miney, Mo." To explain, they blindly delve into the
In other words, they can't figure out whether the horse
comes before the cart, whether the chicken comes before
the egg, or just what comes first. And, while I wholeheartedly
endorse the DIY (Do-It-Yourself) approach to the music
business, I also believe that one should also be the first to
recognize and admit his or her weaknesses, as well as
Even though the music genres are varied, what these
particular artists have in common is that they have located
every radio station that they can find and simply forwarded
copies of their recording to the stations. Most times, they
have not even made initial contacts to learn the names of
either the Program Director, or the Music Director.
Often, the station count to which they have submitted their
product ranges close to 200, or more. When very little
response, or worse, no response at all, is forthcoming, they
become perplexed and can't understand where they went
wrong in the process (especially when Uncle Bob and Aunt
Lilly assured them that they were a sure-shot for the Number
1 Rock spot on Billboard). As a last ditch effort, they forward
their product to promotion services, often throwing good
money after bad, so to speak.
I have some simple advice: If you are not familiar with the
specifics of marketing, promoting, or publicizing a recording,
DON'T…I repeat…DON'T attempt to do-it-yourself. That
regrettable action will be akin to a doctor who treats himself
for a terminal illness, or a lawyer who represents herself in a
bank robbery witnessed by twenty customers.
In this area of the music industry, terms such as "objectivity,"
"timing,", "contacts," or "relationships," weigh heavily in
attaining desired success. And, without at least one of these
elements, a failed promotional campaign is, practically,
A further downside to marketing a recording without
expertise, or the required know-how, is that once an artist
has submitted a recording to radio in great numbers, there is
very little, if anything, for a radio promoter to salvage.
Certainly one shouldn't expect radio station personnel to
re-add the recording to its play list, or put it into rotation
again, if it ever was in rotation to begin with (you would be
surprised that the artist expects this miracle to be created by
the promotion service).
Therefore, this campaign on behalf of the artist would amount
to the "lost cause" syndrome. The same goes doubly true
with the print media. This is even further compounded for the
most part by a lack of consistent follow-up, or the lack of any
method being in place for follow-up by the do-it-yourself artist.
The ultimate loss is a lack of pre-arranged product distribution
in the geographical areas of the radio airplay and/or print media
So, all in all, please do yourself a favor: Either learn the
promotion game extremely well, or get yourself a competent
service that can perform professionally and proactively for you.
Above all, don't subscribe to the "Eenie, Meenie, Miney, Mo"
game. It not only is a means to certain early financial ruin,
but also a game best left on the children's playground.
Editor's Note: Kenny Love is President/CEO of Sachja
Productions, a national record promotion and press publicity
firm. Sachja Productions accepts unsolicited recordings for
review. You can contact the company at P. O. Box 701231,
Dallas, Texas 75370. Or, call them at (972)390-0529, Fax to
(209)755-8329, or Email them at email@example.com.